Modern Wisdom #539 - Sam Tatam - Evolutionary Ideas For Modern Problems
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Oct 15, 2022 Sam Tatam, Head of Behavioural Science at Ogilvy Growth & Innovation and author of "Evolutionary Ideas," discusses how lessons from evolution can solve modern problems. He explains how owl wings inspired bullet train designs and hare ears influenced wind turbines. The conversation includes insights into the complexities of airline ticket pricing and why sparkling water has become a status symbol among the wealthy. Tatam also highlights innovative marketing strategies and the role of memory in enhancing consumer experiences.
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Zebra Light Switch Design
- To encourage light switch use, a designer created a switch with a zebra pattern when off.
- Turning the light on breaks the pattern, creating discomfort and prompting users to turn it off again.
Evolution in Marketing
- Evolution plays a key role in marketing by shaping consumer desires like status and desire.
- Understanding evolved patterns and solutions in nature can enhance marketing efficiency and creativity.
Cross-Category Solutions
- Similar to how dolphins and sharks evolved dorsal fins, different businesses can develop similar solutions.
- Gatorade and Castrol face the same challenge of justifying premium prices for unseen product benefits.