Evolutionary Ideas : Unlocking ancient innovation to solve tomorrow's challenges / Sam Tatam ; foreword by Rory Sutherland.

Format:

Book

Author/Creator:

Tatam, Sam, author.

Contributor:

Sutherland, Rory, writer of foreword.

Language:

English

Subjects (All):

Evolutionary psychology.

Technological innovations--Psychological aspects.

Technological innovations.

Technological innovations--Social aspects.

Problem solving.

Creative ability.

Physical Description:

1 online resource (238 pages)

Place of Publication:

Petersfield, Hampshire, England : Harriman House Ltd, 2022.

Summary:

When faced with new challenges, it's easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake? In Evolutionary Ideas , Sam Tatam shows how behavioural science and evolutionary psychology can help us solve tomorrow's challenges, not by divining something the world has never seen, but by borrowing from yesterday's solutions - often in the most unexpected ways. Just as millions of years of evolution have helped craft the wing and dorsal fin, thousands of engineers, designers, marketers and advertisers have toiled to solve many of the problems you face today. Over time, through intent, design, social learning and sheer luck, we have found what works. Armed with an enhanced ability to see these patterns in human innovation, we can now systematically approach the creative process to develop more effective ideas more readily and rapidly. In the same way Japanese engineers reduced bullet train noise by studying the evolved biology of the owl and kingfisher, today we can see how Disney improved the queueing experience in the same way Houston airport made arrivals feel faster (while making people walk further). We'll learn how the chocolate at the bottom of a Cornetto ice cream can improve an Error 404 message, and what a bowl of M&Ms has in common with a canary in a coal mine. These are Evolutionary Ideas . Exploring five of the most critical challenges we face today, we learn how to 'breed' more effective solutions from those that have survived. The result is a dynamic and exciting way of solving problems and supercharging creativity - for anyone in any endeavour.

Contents:

Intro

Contents

Foreword by Rory Sutherland

Prologue

Introduction

Part 1: Getting the Tools

Chapter 1: Swapping Spiders for Sweets

Chapter 2: Innovation Impossible

Chapter 3: The Quick and the Dead

Chapter 4: Seeing with New Eyes

Chapter 5: Psychological TRIZ

Part 2: Applying the Tools

Contradiction 1: Reinforcing Trust Without Altering the Truth

Chapter 6: Talk Is Cheap

Chapter 7: If It Looks Like a Duck

Chapter 8: I'll Believe It When I See It

Chapter 9: Safety in Numbers

Contradiction 2: Aiding Decisions Without limiting Choice

Chapter 10: Spoilt for Choice

Chapter 11: Go with the Flow

Chapter 12: Easy Peasy, Lemon Squeezy

Chapter 13: One Step at a Time

Contradiction 3: Triggering Action Without Forcing a Response

Chapter 14: Invisible Strings

Chapter 15: Fits like a Glove

Chapter 16: "Marco…"

Chapter 17: Dig Your Heels In

Contradiction 4: Boosting Loyalty Without Increasing Rewards

Chapter 18: Together for the Kids

Chapter 19: I Am My Word

Chapter 20: So Close I Can Smell It

Chapter 21: You Win Some, You Lose Some

Contradiction 5: Improving Experiences Without Changing Their Duration

Chapter 22: Brain Time

Chapter 23: Better the Devil You Know

Chapter 24: Time Flies When You're Having Fun

Chapter 25: All's Well That Ends Well

Part 3: Conclusion

Chapter 26: New Eyes

A Summary of Evolutionary Ideas

Innovation Checklist

Acknowledgements

Image Attributions

About the Author

Publishing details.

Notes:

Description based on print version record.

ISBN:

0-85719-788-6