Sam Tatam on Why is Revolution Over-Rated and Evolution Under-Rated?

Sam Tatam talks about the key innovation myths and advocates that for revolutionary solutions we need to look to evolutionary ideas !

Some of the innovation myths are that ‘Big Problems Require Big Ideas’ or ‘Novel Problems Require Novel Solution’

Sam believes that innovation can become a big-ego game wherein positions of authority need to come up with revolutionary/big ideas to solve big problems. Tweaks and adaptations are under-rated and perceived as below our status.

The reality is large outcomes are possible with small inputs/effects. Small tweaks to checkout page have resulted in additional sales of millions of dollars.

Sam argues that humans are obsessed with the myth of the ‘lone genius’, have an instinct that solutions need to match the size of the problem and we’re overconfident. In fact, the human brain is unrealistically optimistic, which can be great except when we’re convinced that we’ll be the exception to the rule.

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.

Similarly in creative fields we shy away from adaptation and creating something novel/new is overrated.

So if the myths of innovation are that big problems need big solutions and new problems need new solutions where do we go to get our ideas?

Listen to conversation between Sam Tatam of Ogilvy Consulting, Ogilvy & Jasravee Kaur Chandra to know the answer to the above question and many more.

Sam Tatam On Using Behavioural Science and Evolutionary Psychology for Inventive Problem Solving.

Sam Tatam is the Global Principal and Head of Behavioural Science at Ogilvy Growth & Innovation. An awarded strategist and recognized pioneer of applied behavioural science, Sam’s experience stem from a background in Organizational / Industrial Psychology and advertising strategy, with a passion for understanding consumer behaviour at both a macro and micro scale.

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