Let’s face it, humans are not easy to understand. We are polyhedral, contradictory, irrational, changing, influenceable. We are social animals whose nature is culture.
Understanding the complexity of people is a priority for all types of organizations, whether small startups, municipalities, SMEs or large corporations. Any strategy needs to understand the functional, emotional and cultural elements and meanings. What, how and why of human behaviour.
No successful innovation is possible if it is not based on a wide understanding of people.