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Sam Tatam

Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow’s challenges Paperback – 10 May 2022

by Sam Tatam (Author)

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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.

Just as 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.

ISBN-10

0857197878
ISBN-13

978-0857197870
Publisher

Harriman House Publishing
Publication date

10 May 2022
Language

English
Dimensions

14.1 x 2.41 x 21.46 cm
Print length

240 pages
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From the Publisher

Dilip Soman, Last Mile, Evolutionary Ideas

Rory Sutherland, Ogilvy, Sam Tatam, Evolutionary Ideas, Behavioral Science

Product description

About the Author

Sam Tatam is Global Head of Behavioural Science at Ogilvy. His passion is understanding human behaviour, and his experience comes from organisational/industrial psychology and advertising strategy. From New York to Nairobi, Sam has led behaviour change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioural economists to develop interventions and shape the communications of some of the world's most influential brands and organisations.

Product details

Publisher ‏ : ‎ Harriman House Publishing (10 May 2022)
Language ‏ : ‎ English
Paperback ‏ : ‎ 240 pages
ISBN-10 ‏ : ‎ 0857197878
ISBN-13 ‏ : ‎ 978-0857197870
Dimensions ‏ : ‎ 14.1 x 2.41 x 21.46 cm

Best Sellers Rank: 231,444 in Books (See Top 100 in Books)
- 235 in Evolutionary Psychology
- 897 in Brands & Corporate Identity
- 2,705 in Biology (Books)

Customer reviews:
70 ratings

About the author

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Sam Tatam

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Sam Tatam is Global Head of Behavioural Science at Ogilvy. His passion is understanding human behaviour, and his experience comes from organisational/industrial psychology and advertising strategy.

From New York to Nairobi, Sam has led behaviour change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioural economists to develop interventions and shape the communications of some of the world's most influential brands and organisations.

Customer reviews

4.4 out of 5

70 global ratings

5 star		65%
4 star		23%
3 star		4%
2 star		4%
1 star		4%

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Top reviews from United Kingdom

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Andrew Butterfield

Fantastic read, helped me reframe how I view innovation.

Reviewed in the United Kingdom 🇬🇧 on 4 August 2022

Verified Purchase

What a great read! I love all things Behavioural Science and having studied Zoology at Uni I love all things evolutionary as well.

From the start I was engaged, helping me understand that being innovative isn't about sitting down with a blank piece of paper and reinventing the wheel. There is a methodology to solving problems by looking at what has already been solved elsewhere in the world.

Some of the concepts you will get to read about and are great food for thought include:
- consequences of perceived effort
- effects of simply changing defaults
- benefits of chunking
- importance of getting the last mile right
- power of reminding people “you are free to choose”
- reminder to inject novelty/variability into your work

and I particularly liked the fact that "perceived wait time" is a better indicator of CSAT than "actual waiting time". Gets you thinking how you might achieve this.

Finally and an important take away to focus on on a regular basis is: Be distinctive and memorable!

Helpful

Amazon Customer

It gives you new eyes to see the world with.

Reviewed in the United Kingdom 🇬🇧 on 5 June 2022

Verified Purchase

The media could not be loaded.

Just finished this amazing book.

When it comes to behavioural science books, I have a few favourites, and Evolutionary Ideas is now one of those.

This isn't just a book, its fuel for your brain, workplace and the work you do.

Already I have a hundreds of ideas spinning in my head around SEO, marketing and content creation.

I've made notes, underlined most of the book and am walking around with what I'd call 'more open eyes'.

Some of my favourite parts.

Chapter 24. Occupied time.

I think this was mind blowing. You'll learn about our perception of time and how we can innovate to reduce the stress of boredom.

Chapter 10. Spoilt for choice.

Here we learn about choice architecture.

Chapter 17. Reactance.

You'll discover why the Streisand effect increased views of a photo from just 6 to over a million.

And there is a lot more.

Every chapter is full of knowledge bombs.

In a world of obstacles, this book will help you to craft solutions.

A must read for every manager in the world.

2 people found this helpful

Helpful

Sue Cullum

Made me drink cold tea!!

Reviewed in the United Kingdom 🇬🇧 on 3 June 2022

Verified Purchase

I can't tell you how much I am enjoying reading Sam's book! Oops I just did! So much so that when I took my cup of camomile tea to bed and continued to read it - the next time I took a sip of tea it was stone cold - I just couldn't stop reading it, and I still can't! It is so informative, amusing, with an amazing collection of eccentric facts that link seamlessly to our lives. I wasn't aware of knowing anything about behavioural psychology before I picked this up - but now I feel as if I do, and probably did - but didn't know it, and am very pleased that I do. Great book Sam - thank you.

One person found this helpful

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John McIntosh

One of the best behavioural science books you’ll read

Reviewed in the United Kingdom 🇬🇧 on 17 June 2022

Verified Purchase

Evolutionary Ideas’ is a masterpiece.

I’ve read many books on behavioural science and this is up there with the very best.

The book is packed full of interesting examples from biology, engineering and psychology on how we might more effectively solve complex problems. Sam also has a real knack for explaining complex ideas in simple, compelling prose (the chapter with an overview of the field of behavioural science is one of the best you’ll find).

Most importantly, after reading the book you’ll be able to answer such critical life questions as ‘why do horse testicles boost video game sales?’

What’s not to like…??

One person found this helpful

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DR. PAULO FINURAS

A great, really great book, to read now!

Reviewed in the United Kingdom 🇬🇧 on 24 May 2022

Verified Purchase

Sam Tatam's book on "Evolutionary Ideas" (2022) is a real gem that deserves to be read and savored. It is very well written and accessible, dealing with subjects that seem familiar at first, become strange when viewed through an evolutionary lens and manages to make seemingly strange things familiar. We have learned that the evolutionary psychological solutions to solve many of our problems are already in us. It reminds me of companies that eagerly seek out the best people in the workforce instead of looking for the best from the people already in the organization. This very well documented book is well worth reading. And it is worth reading it urgently. Well done.

2 people found this helpful

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Heidi Smith

Phew. Someone's already made all the mistakes I'm about to make.

Reviewed in the United Kingdom 🇬🇧 on 7 June 2022

Verified Purchase

Evolutionary Ideas is a practical guide to innovating in the 21st century. Drawing on the science of innovation systems and behavioural science, informed by numerous highly-readable case studies, and made practical with a large set of tested psychological solutions, this is THE how-to guide for anyone creating products or services, or is faced with a seemingly intractable problem to solve. Evolutionary Ideas is the reassuring hand on the shoulder to let you know that whatever problem you're facing, someone has already faced it before and has the fledgling solution already. Great addition to the Behavioural Science literature.

One person found this helpful

Helpful

Steve Rowe

Easy and applicable

Reviewed in the United Kingdom 🇬🇧 on 25 May 2022

Verified Purchase

I preordered this book for my holiday and it arrived to give a couple of bright days in the sun lounger even more joy. It is incredibly easy to read and chock full of great examples and key highlights at the end of each chapter. I found myself jotting down ideas of of how I could apply some of the ideas in my business. In short, enjoyable enough for leisure based reading and practical enough for those that are reading for commercial reasons. The winning ticket!

One person found this helpful

Helpful

Kindle Customer

Loved it!

Reviewed in the United Kingdom 🇬🇧 on 19 May 2022

Verified Purchase

Loved this book... An easy read covering some fascinating topics. The book provides a great playbook for applying behavioural science and thinking more creatively. I think everyone would benefit from reading Evolutionary Ideas.

One person found this helpful

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Sam Tatam

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