ReD is a strategy consulting company based on the human sciences with offices in New York, London and Copenhagen. Clients come to us with business problems that are big and fundamental in nature, and characterized by a high degree of uncertainty. Most of our work centers on helping our clients get an outside view of their business. The anthropologists, sociologists, economists, journalists, and designers who make up ReD employ the methods of social science to study human behavior and help our clients develop a new perspective on their business. Our unique approach marries methods from the social sciences and traditional business techniques to provide clients with a clear and comprehensive direction for moving forward. Over the last ten years, ReD has led a quiet revolution in business thinking. In a world characterized by increasing change, traditional strategy tools are no longer as relevant as they used to be. Traditional tools are useful when tomorrow can reasonably be expected to look like yesterday; when you have an assumption or hypothesis that you can feel reasonably confident about. But when change is happening at a faster rate, when knowledge is less reliable, and challenges are less foreseeable, your hypothesis is likely to be wrong and conventional models often fail. This is the world where ReD’s non-linear, human-science approach to strategic problem solving has proven successful with C-suite executives in some of the world’s largest and most admired companies. The tools from the social sciences are most helpful in these moments. They allow us, and the executives we advise, to understand the business challenges they face when business as usual is disrupted by changes in human behavior. They help describe the world as it is experienced and draw from the complexity of humanity to discern what is real and important to people. Instead of minimizing complexity, the tools we use help us to tackle and make sense of it. To reinvent and refresh any category means to go back to the mess of reality and identify something truly new again. This is a non-hypothesis-driven approach that entails building a picture of a situation from the bottom up.