@herdmeister THE PEOPLE PARADOX
Marketing Society #Onestowatch August 2015 1
HEY HO, LET’S GO!
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1900: % of GDP
Source: McKinsey Quarterly, the Interaction Economy
80%
20%
2000: % of GDP 80% 20%
Observed range of productivity by different industry types*
Extraction
Processing
2+ x
Source: McKinsey Quarterly
Interaction
9+ x
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“Why is it important to sort this all out? The refusal to acknowledge human nature is like the Victorians‘ embarrassment about sex, only worse: it distorts our science and scholarship, our public discourse, and our day-to-day lives.” [Steven Pinker, 2002] 9
HOW DO WE CHOOSE?
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WE DON’T THINK NEARLY AS MUCH AS WE THINK WE DO
WE’RE MORE LIKE KIRK THAN SPOCK
COPYING IS OUR GREATEST GIFT AS A SPECIES
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WE DON’T THINK NEARLY AS MUCH AS WE THINK WE DO
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“HUMANS ARE TO THINKING AS CATS ARE TO SWIMMING” 13
EVEN THE NUMERATE DON’T DO THE MATH
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3LBS WEIGHT
UP TO
30% OF ENERGY
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APPLICATION ALWAYS SHAPED BY EMOTIONS
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SPOCK < KIRK
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RULES OF THUMB [AKA HEURISTICS]
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[SOME OF]
MY [OTHER] FAVOURITE RULES OF THUMB
WHAT I DID LAST TIME (IN THIS SITUATION/PLACE) WHAT SEEMS MOST AVAILABLE/SALIENT WHAT’S GOING ON AROUND SUNK COSTS MUST BE RIGHT
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pic c/o Thomas Mayatepek/fotocommunity.de
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HOMO MIMICUS OR SAPIENS?
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“THE MOST IMPORTANT INFLUENCE ON INDIVIDUAL BEHAVIOUR IS THE BEHAVIOUR OR OTHERS”*
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I’ll Have What She’s Having Mapping Social Behavior
Alex Bentley, Mark Earls, and Michael J. O’Brien foreword by John Maeda
DESIGN, TECHNOLOGY, BUSINESS, LIFE
Source: UK Government Behavioural Insights Team Mid Term Review 25
WE DON’T THINK NEARLY AS MUCH AS WE THINK WE DO
WE’RE MORE LIKE KIRK THAN SPOCK
COPYING IS OUR GREATEST GIFT AS A SPECIES
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‘As I pored upon my map of “Treasure Island” the future characters of my book began to appear there visibly among imagined woods; and their brown faces and bright weapons peered out to me from unexpected quarters, as they passed to and fro, fighting and hunting treasure on these very few square inches of a flat projection.’ RL Stevenson
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INDEPENDENT
COPYING
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Informed
Copying
Independent
Uninformed
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DATA-BASED MAP OF CHOICE STYLES ADAPTED FROM BENTLEY EARLS O’BRIEN/BENTLEY O’BRIEN BROCK
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Informed
EXPERTS & AUTHORITIES QUALITY OFTEN HARD TO SEE RECOMMENDATIONS & USAGE BY EXPERTS & AUTHORITIES TRADITIONS & SOCIAL NORMS SOCIAL IDENTITIES & STRUCTURES
CONSIDERED QUALITY IS CLEAR PRODUCT, FEATURES, FUNCTION & COSTS BETTER MOUSETRAP
Independent
Social
GUESSWORK HARD TO SEE DIFFERENCE HABIT, AVAILABILITY, SALIENCE, OFFERS
Adapted from Earls, CopyCoyCopy, Wiley 2015
COPYING PEERS HARD TO SEE DIFFERENCE WHAT’S POPULAR HERE/NOW WHAT FAMOUS PEOPLE USE WHAT I HEAR MORE ABOUT NOWADAYS…
Uninformed
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HOW ECONOMISTS ASSUME DECISIONS ARE MADE [OR SHOULD BE]
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OW NW UDGE FANS [MOSTLYDECISIONS ]ARE ASSUME HHOW OWWE O ASSUME M FANS DECISIONS ASSUME MADE MADE AREDECISIONS MADE [OR SHOULD [ORARE SHOULD BE] BE]
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OW NUDGE NUDGE FANS [ASSUME MOSTLY]ARE ASSUME H HOW OW WE ASSUME FANS DECISIONS DECISIONS MADE MADE AREDECISIONS MADE [OR SHOULD [ORARE SHOULD BE] BE]
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WHAT KIND OF THING?
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WHAT KIND OF SOLUTION? 37
MEET MARTIN (AND THE TEAM) 38
K Catchpole et al (2007) Patient handover from surgery to intensive care: using Formula 1 pit-stop and aviation models to improve safety and quality, Paediatric Anaesthesia
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CHALLENGE #1
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Informed
CONSIDERED CHOICE
Independent
EXPERT & AUTHORITIES
WHAT KINDA THING?
Copyin
GUESSWORK
Adapted from Earls, CopyCoyCopy, Wiley 2015
COPYING PEERS
Uninformed
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WHAT KINDA SOLUTION?
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CHALLENGE #2
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Informed
CONSIDERED CHOICE
Independent
EXPERT & AUTHORITIES
WHAT KINDA THING?
Copyin
GUESSWORK
Adapted from Earls, CopyCoyCopy, Wiley 2015
COPYING PEERS
Uninformed
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WHAT KINDA SOLUTION?
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THANK YOU @theherdmeister www.herdhq.com copycopycopy.co
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