Category: Product Development

💎 On the merits of borrowing a standard idea from another field and applying it to your own (baby buggies and fighter planes)

Inventor Owen Maclaren created the first collapsible baby buggy by utilizing the system designed for the folding undercarriages of Spitfire fighter planes from World War II, while James Dyson used the cyclone systems used to suck up sawdust in sawmills and applied it to the home vacuum (see also Fix Your Frustrations, page 96). Both revolutionized previously entrenched designs. A spiral ramp might be fairly standard in an inner-city car park, but it is highly remarkable as an interior walkway of a public art gallery. If you find a current system disappointing or inadequate, try borrowing one from another field.

Excerpt from How to Have Great Ideas: A Guide to Creative Thinking and Problem Solving by John Ingledew

💎 On the unintended consequence of public policies (motorcycle helmets)

In 1980, the Federal Republic of Germany (West Germany) introduced spot fines on motorcyclists not wearing helmets. The primary motivation was to reduce head injuries, but it had an unexpected and dramatic impact in a totally different area: thefts. In the wake of the change, motorcycle thefts fell by 60 per cent, and stayed down.

You might think that if a person intended to steal a bike, this change in the law would not make that much difference: they just had to remember to bring a helmet with them, or to steal one, too. But, it would seem, most offenders did not do this. It was extra hassle, and required forethought. Riders often carried their helmets with them, rather that leaving them on the bike. In short, the requirement to wear a helmet introduced ‘friction’ to the act of stealing a motorbike, with dramatic consequences.

Excerpt from: Inside the Nudge Unit: How small changes can make a big difference by David Halpern

💎 On the pernicious effect of “the Arithmocracy” (more specifically, the spreadsheet)

What the spreadsheet has done is to create in organisations and governments an over-reliance on numbers (by no means always meaningful or even accurate) with the result that often spurious numerical targets, metrics or values invariably override any conflicting human judgment. This has given rise to what a colleague of mine, Anthony Tasgal, calls “The Arithmocracy”: a powerful left-brained administrative caste which attaches importance only to things which can be expressed in numerical terms or on a chart.

Excerpt from: Rory Sutherland: The Wiki Man by Rory Sutherland

💎 On the lottery of pitches (I hate it / I love it)

Three main clients attended, the editor, publisher, and some bloke from distribution who kept talking about lorries and timetables! Well, he would, wouldn’t he.

We diligently went over the strategy with heads nodding enthusiastically, even the man from distribution. And then I revealed the line that captured their positioning. The Mail on Sunday: ‘Depth without drowning’.

There was stunned silence. Finally, the publisher said, ‘I hate it’. Every time I read the word ‘depth’, I see ‘death!’ This is not going well, I say to myself! No, no, no says the editor, that’s absurd. That’s what we do, provide news in depth. I foolishly think we’re back on track. Someone with a brain is thinking about this. And then he says, but I hate the word drowning. I have a fear of swimming. Jesus, I say to myself, I really am dealing with tabloid brains here. There are only three words in this line, what else can go wrong. So I turn to the distribution genius and say how do you feel about the word ‘without?’

Excerpt from: Hegarty on Advertising: Turning Intelligence into Magic by John Hegarty

💎 On the life-saving benefits of breaking the rules (during the Second World War)

Guilford’s own story is an interesting one. He was a psychologist who, during the Second World War, worked on personality tests designed to pick out the most suitable bomber pilot candidates. In order to do this, Guilford used intelligence tests, a grading system and personal interviews. He was annoyed because the Air Force had also assigned a retired air force pilot without psychological training to help in the selection process. Guilford did not have much faith in the retired officer’s experience.

It turned out that Guilford and the retired officer chose different candidates. After a while, their work was evaluated and, surprisingly, the pilots chosen by Guilford were shot down and killed much more frequently than those selected by the retired pilot. Guilford later confessed to being so depressed about sending so many pilots to their deaths that he considered suicide. Instead of this course of action, he decided to find out why the pilots chosen by the retired pilot had fared so much better than those he had selected.

The old pilot said that he had asked one question to all the would-be pilots: “What would you do if your plane was shot at by German anti-aircraft when you were flying over Germany?” He ruled out everyone who answered, I’d fly higher’. Those who answered, “I don’t know — maybe I’d dive ” or “I’d zigzag” or “I’d roll and try to avoid the gunfire by turning” all gave the wrong answer according to the rule book. The retired pilot, however, chose his candidates from the group that answered incorrectly. The soldiers who followed the manual were also very predictable and that is where Guilford failed. All those he chose answered according to the manual. The problem was that even the Germans knew that you should fly higher when under fire and their fighter planes therefore lay in wait above the clouds ready to shoot down the American pilots. In other words, it was the creative pilots who survived more often than those who may have been more intelligent, but who stuck by the rules!

Excerpt from: The Idea Book by Fredrik Härén

💎 On the importance of curation (the Library of Babel was useless)

The Argentinian writer Jorge Luis Borges wrote a story about the Library of Babel. His library was composed of a near-infinite labyrinth of hexagonal rooms, which contained every possible combination of a 416-page book, randomly sorted. Yes, somewhere in the library was every useful and brilliant possible book. But in reality the library was endless and entirely useless. Without curation, or aggregation, or filtering, the Internet would be such a Borgesian nightmare.

Excerpt from: Curation: The power of selection in a world of excess by Michael Bhaskar

💎 On communications becoming more believable if they’re ‘wasteful’ (the handicap principle)

Sometimes it’s even necessary to do something risky or wasteful in order to prove that you have a desirable trait. This is known as the handicap principle. It explains why species with good defense mechanisms, like skunks and poison dart frogs, evolve high-contrast colors: unless it can defend itself, an animal that stands out quickly becomes another animal’s lunch. For a nonbiological example, consider the difference between blue jeans and dress pants. Jeans are durable and don’t need to be washed every day, whereas dress pants demand a bit more in terms of upkeep—which is precisely why they’re considered more formal attire.

In the human social realm, honest signaling and the handicap principle are best reflected in the dictum, “Actions speak louder than words.” The problem with words is that they cost almost nothing; talk is usually too cheap. Which is a more honest signal of your value to a company: being told “great job!” or getting a raise?

We rely heavily on honest signals in the competitive arenas we’ve been discussing—that is, whenever we try to evaluate others as potential mates, friends, and allies.

Excerpt from: The Elephant in the Brain: Hidden Motives in Everyday Life by Kevin Simler and Robin Hanson

💎 On thoughts and feelings following behaviour rather than the other way round (Benjamin Franklin effect)

Eighteenth-century American polymath and politician Benjamin Franklin was once eager to gain the cooperation of a difficult and apathetic member of the Pennsylvania state legislature. Rather than spend his time bowing and scraping to the man, Franklin decided on a completely different course of action. He knew this person had a copy of a rare and unusual book in his private library, and so Franklin asked whether he might borrow it for a couple of days. The man agreed and, according to Franklin, ‘When we next met in the House, he spoke to me (which he had never done before), and with great civility; and he ever after manifested a readiness to serve me on all occasions.’ Franklin attributed the success of his book-borrowing technique to a simple principle: ‘He that has once done you a kindness will be more ready to do you another than he whom you yourself have obliged.’ In other words, to increase the likelihood of someone liking you, get them to do you a favour. A century later, Russian novelist Leo Tolstoy appeared to agree: ‘We do not love people so much for the good they have done us, as for the good we do them.’

Excerpt from: 59 Seconds: Think a little, change a lot by Richard Wiseman

💎 On the danger of industry navel gazing (look outside)

As I look at the advertising being produced at the moment, at least in Britain, it seems to me that much of it has been produced in total isolation from the real world. The prose style that’s used in press copy owes nothing to any other prose style except that used in other advertisements. The makers of advertisements seem increasingly obsessed by only one subject: advertisements. If this is so, then two consequences will follow. First, since the receivers of advertisements are only too conscious of the rest of the world – socially, politically, culturally, economically – then the advertisement will fail adequately to connect the advertised brand or service to that bigger, truer world. And second, imitation and lack of originality become more likely. Advertising is feeding, I think, far too much on advertising, and not nearly enough on the wider, far more interesting world outside.

Excerpt from: Behind the Scenes in Advertising, Mark III: More Bull More by Jeremy Bullmore

💎 On the importance of being interesting (not just being right)

She wants Mr. Interesting.

In the pub, who do you want to listen to?

The bloke who’s always right?

Or the bloke who’s always interesting?

Being right is overrated.

Because being right is seen as the truth.

But what is the truth?

The truth is whatever you believe it is.

And you only believe what you want to believe.

And you only want to believe what’s interesting.

Excerpt from: Creative Mischief by Dave Trott

💎 On the power of brand familiarity (friendship for the product)

Whether it is an impulse purchase like a candy bar or a package of cigarettes or an infrequent and highly deliberated purchase like a washing machine a refrigerator, a vacuum cleaner or a mattress, the biggest single thing that advertising can contribute is a friendly predisposition toward the brand—a whole complex of thoughts and emotions which give the purchaser peace of mind in the choice he makes.

We shun the unknown. We are naturally drawn to the familiar.

You might call this simply “friendship for the product”.

Your best friends are people whose qualities you like and admire and whom you enjoy being with— but they are usually people you see frequently.

The principle of frequency in advertising has long been recognized. Several great brands have been built around rigid adherence to this principle rather than through the content or power of any single advertisement.

Excerpt from: Leo: A Tribute to Leo Burnett, Through a Selection of the Inspiring Words that He Wrote or Spoke by Leo Burnett

💎 On the danger of prioritising the creative idea over the execution (the importance of craft)

The other big thing I learnt from John is the importance of craft. There is a universal fashion now to talk about the importance of creative ideas. If that means that good campaigns always have some kind of internal logic and coherence to them (even if that’s hard to put into words), I’ll maybe agree. But very often it sounds as if having the ‘idea’ is the only difficult, ‘creative’ bit, and the rest is mere ‘execution’. People respond to ads, however, not to abstract ideas: ads that exist in the full details of how they look, how they sound, the timing of the edit, the camera angles, the soundtrack, the lighting, every nuance of sets and propping and casting… and so on. If there’s such a thing as a ‘creative idea’ (which I doubt, though I don’t have room here to get too philosophical), we only know about it because of the execution that embodies it.

Excerpt from: Eat Your Greens by Wiemer Snijders

💎 On how innovative brands don’t start fully formed (bow ties at Starbucks)

For instance, when Howard Schultz launched what would become Starbucks, he modeled the stores after Italian coffee houses, a new concept for the United States. Schultz was definitely onto something, but the baristas wore bow ties (which they found very uncomfortable) while customers complained about the menus being written primarily in Italian as well as the nonstop opera music. What’s more, the stores had no chairs. The Starbucks experience that emerged from the many refinements and tweaks obviously looks and feels quite different from Schultz’s initial concept.

Excerpt from: Little Bets: How breakthrough ideas emerge from small discoveries by Peter Sims

💎 On how the sunk cost fallacy can lead to bad decisions (choosing fear of loss over enjoyment)

Hal Arkes and Catehrine Blumer created an experiment in 19S5 which demonstrated your tendency to go fuzzy when sunk costs come along. They asked subjects to assume they had spent S100 on a ticket for a ski trip in Michigan, but soon after found a better ski trip in Wisconsin for S50 and bought a ticket for this trip too. They then asked the people in the study to imagine they learned the two trips overlapped and the tickets couldn’t be refunded or resold. Which one do you think they chose, the $100 good vacation, or the $50 great one?

Over half of the people in the study went with the more expensive trip. It may not have promised to be as fun, but the loss seemed greater. That’s the fallacy at work, because the money is gone no matter what. You can’t get it back. The fallacy prevents you from realizing the best choice is to do whatever promises the better experience in the future, not which negates the feeling of loss in the past.

Excerpt from: You Are Not So Smart: Why Your Memory Is Mostly Fiction, Why You Have Too Many Friends On Facebook And 46 Other Ways You’re Deluding Yourself by David Mcraney

💎 On how the safety of success encourages Hollywood sequels (Fast and Furious 928)

Take Hollywood, for instance: Among the ten highest-grossing movies of 1981, only two were sequels. In 1991, it was three. In 2001, it was five. And in 2011, eight of the top ten highest-grossing films were sequels. In fact, 2011 set a record for the greatest percentage of sequels among major studio releases. Then 2012 immediately broke that record; the next year would break it again. In December 2012, journalist Nick Allen looked ahead with palpable fatigue to the year to come:

Audiences will be given a sixth helping of X-Men plus Fast and Furious 6, Die Hard 5, Scary Movie 5 and Paranormal Activity 5. There will also be Iron Man 3, The Hangover 3, and second outings for The Muppets, The Smurfs, GI Joe and Bad Santa.

Excerpt from: Algorithms to Live By: The Computer Science of Human Decisions by Brian Christian and Tom Griffiths

💎 On how passing up short term wins can bring long term gain (frame the context)

Mark Twain tells the story of a young boy he met in the mid-West. Every time a stranger came into town the other boys delighted in showing the stranger just how stupid this boy was.

They’d hold out two coins, a dime (10 cents) and a nickel (5 cents) and tell the boy he could keep one.

He’d always pick the nickel because it was bigger.

Every time he did it all the other boys laughed.

Mark Twain took him aside and said, “Son, I have to tell you that the small coin is worth more than the bigger one.”

The boy said, “I know that mister. But how many times do you think they’d let me choose if I picked the more valuable one?”

In the original context, the boy is stupid.

Change the context, and he’s smart.

Excerpt from: Creative Mischief by Dave Trott

💎 On how survey answers can be swayed (by how question is asked)

For example, a questionnaire on the number of headaches people experience in one week was given to two different groups of subjects. One group had to indicate whether the number was 1-5, 6-10, 11-15, and so on, while the other was presented with the numbers broken down into 1-3, 4-6, 7-9, etc. The first group reported many more headaches than the second. Moreover, almost everyone is influenced by the two end points of a scale, tending to pick a number that is near the middle.

Excerpt from: Irrationality: The enemy within by Stuart Sutherland

💎 On speculation about the future often being pointless (as it is little better than chance)

It’s fun to speculate about what those inventions might be, but history cautions against placing much faith in futurology. Fifty years ago, Herman Kahn and Anthony J. Wiener published The Year 2000: A Framework For Speculation. Their crystal-ball gazing got a lot right about information and communication technology. They predicted colour photocopying, multiple uses for lasers, ‘two-way pocket phones’ and automated real-time banking. That’s impressive. But Kahn and Wiener also predicted undersea colonies, silent helicopter-taxis and cities lit by artificial moons. Nothing looks more dated than yesterday’s technology shows and yesterday’s science fiction.

Excerpt from: Fifty Things that Made the Modern Economy by Tim Harford

💎 On how modern tech can weaken our memory (smartphone cameras)

But a 2013 study conducted by Linda Henkel of Fairfield University pointed in that direction. Henkel noticed that visitors to art museums are obsessed with taking cell-phone shots of artworks and often are less interested in looking at the art itself. So she performed an experiment at Fairfield University’s Bellarmine Museum of Art. Undergraduates took a guided tour in which they were directed to view specific artworks. Some were instructed to photograph the art, and others were simply told to take note of it. The next day both groups were quizzed on their knowledge of the artworks. The visitors who snapped pictures were less able to identify works and to recall visual details.

Excerpt from: Head in the Cloud by William Poundstone

💎 On how deference to authority can distort memories (status and height)

In the experiment conducted by Wilson on 5 classes of Australian students a man was introduced as a visitor from Cambridge University in England. However, his status at Cambridge was represented differently in each of the classes. To one class, he was presented as a student; to a second class, a demonstrator; to another, a lecturer; to yet another, a senior lecturer; to a fifth, a professor. After he left the room, each class was asked to estimate his height. It was found that with each increase in status, the same man grew in perceived height by an average of a half inch, so that as the “professor” he was seen as two and a half inches taller than as the “student.”

Excerpt from: Influence: The Psychology of Persuasion by Robert Cialdini

💎 On how developments in seemingly inconsequential areas trigger much more improved developments in another (the hummingbird effect)

I have called this phenomenon “the hummingbird effect”: the process by which an innovation in one field sets in motion transformations in seemingly unrelated fields. The taste for coffee helped create the modern institutions of journalism; a handful of elegantly decorated fabric shops helped trigger the industrial revolution. When human beings create and share experiences designed to delight or amaze, they often end up transforming society in more dramatic ways than people focused on more utilitarian concerns.

Excerpt from: Wonderland: How Play Made the Modern World by Steven Johnson

💎 On the danger of grandiose marketing objectives (wishful bullshit)

Macho marketing language is common, but dangerous. And objective setting is where it’s perhaps most dangerous. Marketing plans are littered with words like ‘disrupting’ and ‘transforming’. Plans hardly ever use more modest, but more realistic, words like ‘nudging’, ‘reinforcing’ or ‘reassuring’ – they just don’t sound impressive enough. It probably doesn’t help that the box on the brief titled ‘objective’ has often been replaced nowadays by one called ‘ambition’ or ‘vision’. And when the brand plan writer won’t be there in two years’ time anyway, they may as well write wishful bullshit.

Excerpt from: How not to Plan: 66 ways to screw it up by Les Binet and Sarah Carter

💎 On the dangers of a mindless deference to authority (rectal earache)

Errors in the medicine patients receive can occur for a variety of reasons. However, a book entitled Medication Errors: Causes and Prevention by two Temple University pharmacology professors, Michael Cohen and Neil Davis, attributes much of the problem to the mindless deference given the “boss” of the patient’s case: the attending physician. According to Professor Cohen, “in case after case, patients, nurses, pharmacists, and other physicians do not question the prescription.” Take, for example, the strange case of the “rectal earache” reported by Cohen and Davis. A physician ordered ear drops to be administered to the right ear of a patient suffering pain and infection there. But instead of writing out completely the location “right ear” on the prescription, the doctor abbreviated it so that the instructions read “place in R ear. Upon receiving the prescription. the duty nurse promptly put the required number of ear drops into the patient’s anus.

Excerpt from: Influence: The Psychology of Persuasion by Robert Cialdini

💎 On the cumulative power of multiple small improvements (professional cycling)

Brailsford and his coaches began by making small adjustments you might expect from a professional cycling team. They redesigned the bike seats to make them more comfortable and rubbed alcohol on the tires for a better grip. They asked riders to wear electrically heated overshorts to maintain ideal muscle temperature while riding and used biofeedback sensors to monitor how each athlete responded to a particular workout. The team tested various fabrics in a wind tunnel and had their outdoor riders switch to indoor racing suits, which proved to be lighter and more aerodynamic.

But they didn’t stop there. Brailsford and his team continued to find 1 percent improvements in overlooked and unexpected areas. They tested different types of massage gels to see which one led to the fastest muscle recovery. They hired a surgeon to teach each rider the best way to wash their hands to reduce the chances of catching a cold. They determined the type of pillow and mattress that led to the best night’s sleep for each rider. They even painted the inside of the team truck white, which helped them spot little bits of dust that would normally slip by unnoticed but could degrade the performance of the finely tuned bikes.

As these and hundreds of other small improvements accumulated…

Excerpt from: Atomic Habits: An Easy and Proven Way to Build Good Habits and Break Bad Ones by James Clear

💎 On how random clusters are mistaken for patterns (let the rice rain down)

To see why, stand on the carpet – but choose one with a pile that is not too deep (you might in any case want a vacuum cleaner to hand) – take a bag of rice, pull the top of the packet wide open … and chuck the contents straight into the air. Your aim is to eject the whole lot skyward in one jolt. Let the rice rain down.

What you have done is create a chance distribution of rice grains over the carpet. Observe the way the rice is scattered. One thing the grains have probably not done is fall evenly. There are thin patches here, thicker ones there and, every so often, a much larger and distinct pile of rice: it has clustered.

Wherever cases of cancer bunch, people demand an explanation. With rice, they would see exactly the same sort of pattern, but does it need an explanation? Imagine each grain of rice as a cancer case falling across the country. The example shows that clustering, as the result of chance alone, is to be expected. The truly weird result would be if the rice had spread itself in a smooth, regular layer. Similarly, the genuinely odd pattern of illness would be an even distribution of cases across the population.

Excerpt from: The Tiger That Isn’t: Seeing Through a World of Numbers by Andrew Dilnot and Michael Blastland

💎 On conformity having deep roots (nut cracking)

The normal behavior of the tribe often overpowers the desired behavior of the individual. For example, one study found that when a chimpanzee learns an effective way to crack nuts open as a member of one group and then switches to a new group that uses a less effective strategy, it will avoid using the superior nut cracking method just to blend in with the rest of the chimps.

Humans are similar. There is tremendous internal pressure to comply with the norms of the group.

Excerpt from: Atomic Habits: An Easy and Proven Way to Build Good Habits and Break Bad Ones by James Clear

💎 On power of brand versus physical assets (you take the factory, give me the trademark)

Or, as John Stuart, chairman of Quaker Oats, said, “If this business were to be split up, I would be glad to take the brands, trademarks, and goodwill, and you could have all the bricks and mortar—and I would fare better than you” (in Dyson et al. 1996, 9).

Excerpt from: Branded Nation: The Marketing of Megachurch. College Inc.. and Museumworld by James Twitchell

💎 On the creative benefits of thinking like a child

Einstein was a great fan of this technique. He said that: “To stimulate creativity, one muse develops the childlike inclination for play.” Researchers at the North Dakota State University agree. They conducted an experiment where they asked 76 undergraduates what they would do if college were cancelled for the day. The interesting bit was that half of them were encouraged to think as if they were seven years old. These students were found to give much more creative responses than the control group.

Excerpt from: Go Luck Yourself: 40 ways to stack the odds in your brand’s favour by Andy Nairn