Evolutionary Ideas: Unlocking Ancient Innovation to Solve Tomorrow's Challenges

By Sam Tatam

Categories: Business & Money, Science & Math

Evolutionary Ideas (2022, Harriman House), with a foreword by Rory Sutherland, is Sam Tatam's argument that most useful innovation comes from adapting solutions that already work rather than inventing from scratch. Drawing on behavioral science, evolutionary psychology, biomimicry and the TRIZ method, the Ogilvy strategist shows how Japanese engineers quieted the bullet train by studying owls and kingfishers, how Disney eased the pain of waiting in line, and how readers can breed better answers to five common challenges from ideas that have survived.

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• Richard Branson: “So, I was intrigued to come across Evolutionary Ideas, Sam Tatam's book highlighting lessons from the natural world that can help to solve tomorrow's challenges.”