Innovation doesn’t always require inventing new solutions to problems; chances are that evolution has already solved the issue with a unique design. This simple notion of looking to the natural world for design inspiration is called biomimicry. Guest, Sam Tatam uses biomimicry in his creative application of behavioral science.
Friend of the show, Sam Tatam is the author of a fantastic new book called Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow’s challenges. Sam is the Global Principal and Head of Behavioural Science at Ogilvy Growth & Innovation. From New York to Nairobi, Sam has led behavior change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioral economists to develop interventions and shape the communications of some of the world’s most influential brands and organizations.
Listen in to our conversation with Sam to learn about biomimicry, The Theory of Inventive Problem Solving (TRIZ) and the Goal Gradient theory. But our conversation isn't all "sciency", we also have a light hearted chat about the musical artist Sam went to Italy with, and about the differences in pubs between London and Sydney.
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(4:59) Welcome and speed round questions.
(13:23) What is biomimicry?
(18:20) TRIZ (Theory of Inventive Problem Solving) and evolutionary thinking.
(25:32) How language can be a liberator for innovation.
(29:28) Categorizing biases into patterns.
(34:58) What is the Goal Gradient Theory and why isn’t it applied more often?
(39:14) Five psychological contradictions.
(47:26) What music would Sam take to a desert island?
(51:03) Kurt and Tim discussing Sam’s Evolutionary Ideas.
© 2021 Behavioral Grooves
Sam Tatam's Book: "Evolutionary Ideas: Unlocking ancient innovation to solve tomorrow’s challenges": https://amzn.to/3I6ANwX
Episode 44, Sam Tatam: Smelling the Brand: https://behavioralgrooves.com/episode/sam-tatam-smelling-the-brand/
Episode 107: Rory Sutherland: The Opposite of a Good Idea is a Good Idea: https://behavioralgrooves.com/episode/rory-sutherland-the-opposite-of-a-good-idea-is-a-good-idea/
Biomimicry: https://biomimicry.org/what-is-biomimicry/
TRIZ: https://en.wikipedia.org/wiki/TRIZ
Shinkansen, Japanese speed train: https://en.wikipedia.org/wiki/Shinkansen
Generich Altshuller: https://en.wikipedia.org/wiki/Genrich_Altshuller
Episode 215, Leidy Klotz: Secrets of Subtraction: Donut Holes, Lego and Bruce Springsteen: https://behavioralgrooves.com/episode/subtraction-with-leidy-klotz/
Episode 289: Why Not All Nudges Work ”In The Wild” | Nina Mazar PhD & Dilip Soman PhD: https://behavioralgrooves.com/episode/why-not-all-nudges-work-in-the-wild-nina-mazar-dilip-soman/
Baader–Meinhof phenomenon: https://en.wikipedia.org/wiki/Frequency_illusion
Episode 202, How Chaning Jang Works Around Not Being WEIRD: https://behavioralgrooves.com/episode/how-chaning-jang-works-around-not-being-weird/
Behavioral Grooves Patreon: https://www.patreon.com/behavioralgrooves
Musical Links
David Gray “Sail Away”: https://www.youtube.com/watch?v=_oyBnvibWEY
Powderfinger “My Happiness”: https://www.youtube.com/watch?v=HM_eb0vVo0k