The Two Urges That Drive Human Preference

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Scientists have found that our preference is driven by two underlying urges: the craving for familiarity due to potential safety, and the desire for novelty for potential reward. This may seem contradictory, but it balances risk and reward. The best ideas are familiar with a twist of novelty. Creative geniuses master this balance, capturing interest without making us feel unsafe. It's why musicians use samples and storytellers use familiar story arcs. It's not just about novelty, we also like things that are familiar.

Allen Gannett is the founder and CEO of TrackMaven, a marketing analytics platform whose clients have included Microsoft, Marriott, Saks Fifth Avenue, Home Depot, Aetna, Honda, and GE. He has been on the “30 Under 30” lists for both Inc. and Forbes. He is a contributor for FastCompany.com and has an upcoming book, The Creative Curve, on how anyone can achieve moments of creative genius, coming out in June 2018 from Currency, a division of Penguin Random House. He was also once a very pitiful runner-up on Wheel of Fortune.

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