CHRISTIAN MADSBJERG AND MIKKEL B. RASMUSSEN

Christian Madsbjerg and Mikkel B. Rasmussen are senior partners at ReD Associates, a consulting firm that, in the words of its Web site, uses “social science tools to understand how people experience their reality” so that businesses can better reach customers. Together, Madsbjerg and Rasmussen wrote The Moment of Clarity: Using Human Sciences to Solve Your Toughest Business Problems (2014). In this article, which appeared as part of a Pro/Con debate in the Washington Post on July 30, 2013, Madsbjerg and Rasmussen argue that people with degrees in the humanities can be invaluable in solving business problems because of their ability to understand the customer.

We Need More Humanities Majors

It has become oddly fashionable to look down on the humanities over the last few decades. Today’s students are being told that studying the classics of English literature, the history of the twentieth century, or the ethics of privacy are a fun but useless luxury. To best prioritize our scarce education resources, we ought instead to focus on technical subjects such as math and engineering.

472

This short-term market logic doesn’t work across the thirty-or-so-year horizon of a full career. A generation ago, lawyers made more money than investment bankers. Today, we have too many law graduates (though there appears to be data to support it’s still worth the money) and the investment banks complain about a lack of talent. It is basically impossible to project that sort of thing into the far future.

We are also told that a degree in the humanities is unlikely to make you successful. Take North Carolina Governor Pat McCrory (R), who, while making the case for subsidizing state community colleges and universities based on how well they do in terms of placing students in the workforce, said this in January:

“ . . . frankly, if you want to take gender studies, that’s fine. Go to a private school and take it, but I don’t want to subsidize that if that’s not going to get someone a job. . . . It’s the tech jobs that we need right now.”

But quite a few people with humanities degrees have had successful careers and, in the process, created numerous jobs. According to a report from Business Insider, the list includes A.G. Lafley of Procter & Gamble (French and History), former Massachusetts Governor and Republican presidential nominee Mitt Romney (English), George Soros (Philosophy), Michael Eisner of Disney (English and Theater), Peter Thiel of Paypal (Philosophy), Ken Chenault of American Express (History), Carl Icahn (Philosophy), former Secretary of the Treasury Hank Paulson (English), Supreme Court Justice Clarence Thomas (English), Ted Turner of CNN (History), and former IBM CEO Sam Palmisano (History). Business Insider has a list of 30 business heavyweights in total.

5 One might think that most people starting out or running tech companies in the heart of Silicon Valley would be from the science, technology, engineering and mathematics (STEM) fields. Not so. Vivek Wadhwa, a columnist for The Washington Post’s Innovations section and a fellow at the Rock Center for Corporate Governance at Stanford University, found that 47 percent of the 652 technology and engineering company founders surveyed held terminal degrees in the STEM fields, with 37 percent of those degrees being in either engineering or computer technology and 2 percent in mathematics. The rest graduated with a healthy combination of liberal arts, health-care and business degrees.

This leads us to a very important question: What good is a degree in the humanities in the real world of products and customers? Here’s the answer: Far more than most people think. It all comes down to this: Is it helpful to know your customers? Deeply understanding their world, seeing what they see and understanding why they do the things they do, is not an easy task. Some people have otherworldly intuitions. But for most of us, getting under the skin of the people we are trying to serve takes hard analytical work.

By analytical work we mean getting and analyzing data that can help us understand the bigger picture of people’s lives. The real issue with understanding people, as opposed to bacteria, or numbers, is that we change when we are studied. Birds or geological sediments do not suddenly turn self-conscious, and change their behavior just because someone is looking. Studying a moving target like this requires a completely different approach than the one needed to study nature. If you want to understand the kinds of beings we are, you need to use your own humanity and your own experience.

473

Such an approach can be found in the humanities. When you study the writings of, say, David Foster Wallace, you learn how to step into and feel empathy for a different world than your own. His world of intricate, neurotic detail and societal critique says more about living as a young man in the 1990s than most market research graphs. But more importantly: The same skills involved in being a subtle reader of a text are involved in deeply understanding Chinese or Argentinian consumers of cars, soap or computers. They are hard skills of understanding other people, their practices and context.

The market is naturally on to this: In a recent study, Debra Humphreys from the Association of American College & Universities concludes that 95 percent of employers say that “a candidate’s demonstrated capacity to think critically, communicate clearly, and solve complex problems is more important than their undergraduate major.” These all are skills taught at the highest level in the humanities.

10 Companies — with the most sophisticated ones such as Intel, Microsoft and Johnson & Johnson leading the charge — are starting to launch major initiatives with names such as “customer-centric marketing” and “deep customer understanding.” The goal of these programs is to help companies better understand the people they’re selling to.

The issue is that engineers and most designers, by and large, create products for people whose tastes resemble their own. They simply don’t have the skill set of a humanities major — one that allows a researcher or executive to deeply understand what it is like to be an Indonesian teenager living in Jakarta and getting a new phone, or what kind of infused beverages a Brazilian 25-year-old likes and needs.

The humanities are not in crisis. We need humanities majors more now than before to strengthen competitiveness and improve products and services. We have a veritable goldmine on our hands. But, in order for that to happen, we need the two cultures of business and the humanities to meet. The best place to start is collaboration between companies and universities on a research level — something that ought to be at the top of the minds of both research institutions and R&D departments in the coming decade.