Happy Birthday, Now Grow Up…

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CHRISTIAN MADSBJERG ReD Associates
EPIC has been my spiritual home for ten years. So, rather than present the speech I’ve been giving on a book tour this year or talk about a new book I’m writing on cultural knowledge, I want to report back to headquarters on what I’ve seen this past year talking to corporate executives and marketing heads of the largest corporations in the world. What I have seen is that these companies are ready for our practice and expertise. They are finally ready for our type of thinking. The skeptical conversations about our methodology are over. We won. It is now completely reasonable and desirable to do our kind of work, which I don’t think was the case in EPIC’s early days, some 10 years ago.

Before I delve into what lies ahead for our practice, I want to tell a short story about the insurance of wheat. During a workshop with a reinsurance firm in Switzerland the CEO pragmatically stated what big corporations need right now. He said, “We don’t have any ideas anymore. We have cash. We have tons of cash, but we simply don’t know what to do. We don’t have the texture...

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