“An idea is nothing more nor less than a new combination of old elements.”

We trust expensive messages because they help us to access otherwise unobservable information about the messenger:

intention-action gap.

Triggering Action: Innovation Checklist How might we create an obvious trigger for when action is necessary? How might we turn the invisible benefits of a behaviour into tangible experiences? How might we help people to realise unseen challenges ahead of time?

As world-leading neuroscientist Antonio Damasio articulates, humans are “feeling machines that think.”

In this study, Johns Hopkins researchers tested the PullClean at a ward in Baltimore, finding that hand hygiene compliance increased from 25% to 77%. By making sanitation a defaulted and more automatic behaviour, instead of expecting people to go out of their way, their design builds the assumption – the default – that every time you open a door,

Here, a product’s format can help to reinforce the effort that it puts in, helping us to focus our attention on its active features; the parts that work hardest for us.

“Things are the way they are because they got that way,” always loses out to a narrative centred around deliberate, conscious intention and design.

take them to the bank, every cheque was hand signed by Oasis frontmen Liam and Noel Gallagher. With pen and ink alone, the band saved themselves a fortune.