204. Evolutionary Ideas with Sam Tatam, Ogilvy’s Global Head of Behavioural Science

The Brainy Business | Understanding the Psychology of Why People Buy | Behavioral Economics

Today I am so excited to introduce you to Sam Tatam to talk about his fantastic new book Evolutionary Ideas. I got my first peek at this book so many months ago and I have been eagerly awaiting the moment when I can finally share it with everyone. I’m delighted that that day is finally here!

Sam Tatam is the Global Head of Behavioural Science at Ogilvy. He has a passion for understanding human behavior, and his experience comes from a mix of organizational/industrial psychology and advertising strategy. Sam has led behavior change projects across virtually every category and continent. Today, he leads a global team of talented psychologists and behavioral economists to develop interventions and shape the communications of some of the world's most influential brands and organizations. You’re in for a treat! I truly loved Evolutionary Ideas and think you will too!

Show Notes:

• [00:42] Today I am so excited to introduce you to Sam Tatam to talk about his fantastic new book Evolutionary Ideas.
• [03:27] Sam shares his background and how he got into behavioral science. He is an organizational psychologist by training.
• [05:47] Virtual doesn’t have to be worse. Nudgestock looked at what they had available and reframed the idea of what this event could be (without being anchored to what they had done before).
• [06:38] He shares their internal conversations about how they approached Nudgestock differently to make that transition (and have amazing results!) in 2020.
• [07:45] They decided if they were going to do it digitally they wanted to do it big (transitioning from the “Woodstock” of behavioral science to the “Live Aid”).
• [09:27] They “followed the sun” and presented through LinkedIn live (with over 128,000 attendees!).
• [11:32] Look at challenges that come your way like opportunities.
• [12:21] Sam’s new book is called Evolutionary Ideas.
• [13:21] The beginnings of his book actually started in 2014 when he did a keynote in Sidney.
• [15:03] Six years later a video about biomimicry continued to spark his interest.
• [17:13] We are not distinct.
• [19:10] It helps us to be more open and see psychological solutions in a slightly different way.
• [20:49] Language is so immensely powerful. It helps us to see things in the world and categorically differentiates between concepts.
• [21:53] Once you have a language for something, you see it more frequently and easily, and you can apply it more systematically.
• [23:27] Context and individual differences still play a role.
• [26:10] We don’t always need to be revolutionary. It is not true that big problems need big solutions. (Innovation Myth #1 in the book!)
• [26:58] Small ideas can have big impacts. We have a series of shared problems that we face. We have also adapted to have shared solutions.
• [29:31] Innovation is the revolution of the contradiction.
• [31:05] If you understand what connects us (across species and other developments) then you can borrow from each other and learn together.
• [33:36] There is a rich and vast resource of inspiration in the world around us.
• [35:12] The brain makes decisions the same way regardless.
• [36:58] If you can reframe in more human terms, solutions are all around us to help us solve our problems. You are probably not as unique in facing your challenges as you think you are.
• [38:38] Questions can be really helpful for us to have a bit more of a checklist approach to creativity.
• [41:50] Melina shares her closing thoughts.
• [42:37] Take comfort in knowing that any problem you have has already been solved before.
• [45:09] If you enjoy the experience I’ve provided here for you, will you share about it? That could mean leaving a rating/review or sharing the episode with a friend (or 10!)

Thanks for listening. Don’t forget to subscribe on Apple Podcasts or Android. If you like what you heard, please leave a review on iTunes and share what you liked about the show.

I hope you love everything recommended via The Brainy Business! Everything was independently reviewed and selected by me, Melina Palmer. So you know, as an Amazon Associate I earn from qualifying purchases. That means if you decide to shop from the links on this page (via Amazon or others), The Brainy Business may collect a share of sales or other compensation.

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Get the Books Mentioned on (or related to) this Episode:

• Evolutionary Ideas, by Sam Tatam
• Alchemy, by Rory Sutherland
• Speed of Trust, by Stephen M.R. Covey
• A More Beautiful Question, by Warren Berger
• Ripple, by Jez Groom & April Vellacott

Connect with Sam:

• Evolutionary Ideas
• Sam on Twitter
• Sam on LinkedIn

Top Recommended Next Episode: Unleash Your Primal Brain, with Tim Ash (episode 124)

Already Heard That One? Try These:

• A More Beautiful Question with Warren Berger (episode 200)
• Using Behavioral Science to Build Connections, with Jon Levy (episode 150)
• Framing (episode 16)
• Anchoring (episode 11)
• Priming (episode 18)
• Bikeshedding (episode 99)
• The BIG Effects of Small Behavior Changes in Business, with Jez Groom and April Vellacott (episode 131)
• Behavioural Science Club, with Co-Founder Louise Ward (episode 118)
• The Power of Fast-Choice & Implicit Testing with CloudArmy’s Keith Ewart (episode 183)
• Herding (episode 19)
• Reciprocity (episode 23)
• The Speed and Economics of Trust, with Stephen M.R. Covey (episode 148)
• Change Management (episode 7)
• Loss Aversion (episode 9)
• Scarcity (episode 14)
• Relativity (episode 12)
• Time Discounting – I’ll Start Monday Effect (episode 51)

Other Important Links:

• Brainy Bites - Melina’s LinkedIn Newsletter
• Nudgestock

Check out What Your Customer Wants and Can’t Tell You on Amazon, Bookshop, Barnes & Noble, Book Depository, and Booktopia