The Psychological Principle of the Fault

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 behavioral 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.

Sam Tatam's book Evolutionary Ideas: Unlocking Ancient Innovation to Solve Tomorrow's Challenges (Harriman House, 2022) explores five of the most critical challenges we face today, and 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 endeavor.

John Emrich has worked for decades in corporate finance, business valuation and fund management. He has a podcast about the investment advisory industry called Kick the Dogma. john@ktdpod.com.

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