Christian Madsbjerg

Christian Madsbjerg is a leading corporate consultant whose focus is on the study of humans — our culture, rituals and everyday behaviors. Using anthropology and ethnography — the in-depth study of human societies — as a means of data collection, he and his associates work with companies like Coca-Cola, Lego, and Adidas to discover the hidden reasons for business success or failure.

A native of Denmark, Christian studied philosophy and political science in Copenhagen and London. He co-founded ReD Associates in Copenhagen and now heads its New York office. His work has been featured in The Wall Street Journal, The Washington Post, Harvard Business Review, Financial Times, Der Spiegel, Bloomberg Businessweek and numerous other publications. In his first book, The Moment of Clarity, he and his business partner Mikkel Rasmussen examine the business world’s assumptions about human behavior and show how these assumptions can lead companies off track. In his 2017 book Sensemaking, he argues that the humanities are not a luxury in the digital age but a competitive advantage.