Key Insights

• •

  The African philosophy of Ubuntu (‘I am because we are’) offers a powerful lens for human-centered research emphasizing interdependence rather than rugged individualism.

• •

  Despite living in a volatile and complex world, many organizations still operate with outdated, industrial-era assumptions that hinder adaptability.

• •

  The 2019 Business Roundtable redefinition signals a major shift from shareholder primacy to stakeholder ecosystem capitalism, focusing on benefiting all stakeholders.

• •

  Researchers hold unique 'superpowers' to drive transformation: learning through deep empathy, connecting cross-functional teams, and generating actionable insights for change.

• •

  Turning the research lens internally on organizational assumptions ('in here') as well as externally on customers ('out there') enables alignment and meaningful transformation.

• •

  Research acts as a silo-busting platform, fostering cross-disciplinary conversations that rarely happen otherwise but are essential for customer-centricity.

• •

  Experiential significance is a felt recognition within research data that identifies truly critical issues demanding organizational attention.

• •

  Organizational levers including strategy, structure, process, rewards, and culture must all be considered and can be tripped by research insights for effective change.

• •

  Cultural challenges, such as the sales vs. service divide at Wells Fargo, reveal the difficulty of acting on research findings when they confront entrenched mindsets.

• •

  Researchers need organizational consulting skills, including facilitation and managing resistance, beyond traditional research craft to effect systemic change.

Notable Quotes