03517cam a22005177i 450000100090000000300080000900500170001700700030003400800410003701000170007801500190009501600180011402000280013202000310016002000270019103500130021803500220023104000590025304100080031204200140032005000190033408200140035310000310036724501300039826400680052830000470059633600260064333600330066933700280070233800270073050400510075752016760080865000290248465000540251365000470256765000210261465000220263565000340265765000390269165000320273077600350276290600450279794200150284299900190285795201230287622678534BJBSDDR20250820121832.0ta220705s2022    enka     b    001 0 eng d  a  2021386218  aGBC2487652bnb7 a0205257112Uk  a0857197878q(paperback)  a9780857197870q(paperback)  z9780857197887q(ebook)  a22678534  a(OCoLC)1284290223  aYDXbengcYDXerdadUKMGBdOCLCOdOCLCFdBDXdCDXdDLC  aeng  alccopycat00aBF698.95b202204a155.72231 aTatam, Sameauthor.94444010aEvolutionary ideas :bunlocking ancient innovation to solve tomorrow's challenges /cSam Tatam ; foreword by Rory Sutherland. 1aPetersfield, Hampshire, Great Britain :bHarriman House,c2022.  axxii, 326 pages :billustrations ;c22 cm.  atextbtxt2rdacontent  astill imagebsti2rdacontent  aunmediatedbn2rdamedia  avolumebnc2rdacarrier  aIncludes bibliographical references and index.  aWhen faced with new challenges, it’s easy to feel our solutions need to be equally unprecedented. We think we need a revolution. But what if this is a big mistake?

In Evolutionary Ideas, Sam Tatam shows how behavioural science and evolutionary psychology can help us solve tomorrow’s challenges, not by divining something the world has never seen, but by borrowing from yesterday’s solutions – often in the most unexpected ways.

Just as millions of years of evolution have helped craft the wing and dorsal fin, thousands of engineers, designers, marketers and advertisers have toiled to solve many of the problems you face today. Over time, through intent, design, social learning and sheer luck, we have found what works.

Armed with an enhanced ability to see these patterns in human innovation, we can now systematically approach the creative process to develop more effective ideas more readily and rapidly.

In the same way Japanese engineers reduced bullet train noise by studying the evolved biology of the owl and kingfisher, today we can see how Disney improved the queueing experience in the same way Houston airport made arrivals feel faster (while making people walk further). We’ll learn how the chocolate at the bottom of a Cornetto ice cream can improve an Error 404 message, and what a bowl of M&Ms has in common with a canary in a coal mine.

These are Evolutionary Ideas.

Exploring five of the most critical challenges we face today, we learn how to ‘breed’ more effective solutions from those that have survived. The result is a dynamic and exciting way of solving problems and supercharging creativity – for anyone in any endeavour. 0aEvolutionary psychology. 0aTechnological innovationsxPsychological aspects. 0aTechnological innovationsxSocial aspects. 0aProblem solving. 0aCreative ability. 6aPsychologie évolutionniste. 6aInnovationsxAspect psychologique. 6aInnovationsxAspect social.08iebook version :z9780857197887  a7bcbcccopycatd3encipf20gy-gencatlg  2lcccBKn0  c124852d124852  00102lcc40708APTaBJBbBJBcAPTd2025-08-20l0oBF698.95 2022p00000190533r2025-08-20 16:18:57t1w2025-08-20yBK