Nudge

Your Great Ideas Aren’t Unique (Here's Why That’s a Good Thing)

Aug 1, 2022

29:37

Snipd AI

Sam Tatam, Head of Behavioural Science at Ogilvy, argues that true innovation comes from building off other good ideas. He explores how nature can inspire innovative solutions. The podcast discusses borrowing ideas from different fields, psychology-based marketing, and the concept of signaling in nature and human society.

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Quick takeaways

Most successful ideas are built off other good ideas, so for true innovation, we should look at other fields like biology and psychology.

By studying psychology and observing signals that influence behavior, marketers can use this knowledge to enhance their marketing strategies.

Deep dives

Innovation is Rare and Often Comes from Borrowing Ideas from Adjacent Fields

True innovation is rare, as shown by a study of 200,000 patents which found that only 1% were considered true innovations. Most inventions fell into the categories of obvious solutions, small improvements, or significant improvements to existing systems. This suggests that coming up with something completely new is extremely difficult. To solve problems and come up with solutions, it is often best to explore adjacent fields and look for solutions to copy.

Introduction

2min

Finding Solutions in Nature

10min

Stealing Good Ideas and Applying Behavioral Science in Business

2min

Psychology-based Marketing Ideas and Signaling

5min

Signaling in Nature and Human Society

10min

Very few of us come up with unique ideas. Just 1% of successful patents actually introduce something new to the world. Most successful ideas are built off other good ideas, so for true innovation, we should look at other fields like biology and psychology. That’s what today’s guest Sam Tatam, head of Behavioural Science at Ogilvy, argues. Join us as we discuss biomimicry, the energy provider that told customers not to buy and the brown M&M clause.

Try HubSpot for free: https://hubspot.sjv.io/jWq4k6

Sam’s book: https://linktr.ee/evolutionaryideas

The Regulars Wall: https://imgur.com/a/ICuQgpl

Katz Tip Counter: https://imgur.com/a/1sXlQDU

Octopus Energy telling customers ‘not to switch’: https://imgur.com/a/gBni8tA