Evolutionary Ideas

When monkeys are trained to differentiate between the different orientation and size of shapes, their judgement is impacted by the presence of a decoy stimulus, such as one that’s clearly smaller than the target shape, helping to reinforce their decision.

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

We increased perceptions of value without changing the price.

To survive in nature, organisms converge on winning solutions. There’s more than one route to the same good idea.

This isn’t an accident or coincidence but a result of a carefully designed postcode system, with an appreciation of our evolved psychology at its core.

evolutionary advantages don’t always occur slowly, accidentally and incrementally. We’ll learn they can be identified rapidly, applied systematically and that their impacts can be transformational.

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.

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.

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