Behavioral science isn’t a sentimental, simplistic view of humans, but a rich, rewarding understanding of what’s actually going on with us. When we apply behavioral science to innovation, we can peel back the layers of assumption to see our own behaviors better as innovators, as well as gain a better understanding of what truly motivates our customers.
You’re more effective when you have a better understanding of nonconscious human motivations. You can serve your customers better when you’re able to get beneath the surface to find out more of what’s really driving their behaviors—how deep drives from the echoes of thousands of generations come into play with the conditions of today’s world. The real world for us now isn’t the one our ancestors inhabited—the one for which so many of our instincts were adaptive, but are now obviously dysfunctional. The real world requires new habits and new drives.
Take, for example, Negativity Bias, which is the concept of “Bad Is Stronger Than Good.” It is the default mode of assuming that all novelty is threat until proven otherwise served our ancestors brilliantly when the biggest concern was daily survival. Since that’s not our reality now, our wiring serves us up a host of “False Positives” on threat, and prevents us from making better decisions to take full advantage of today’s realities. Seeing novelty fully for the opportunities it might serve up, and using our ingenuity to address any downsides it might bring is a much smarter way to proceed today.
The Behavioral Innovation™ Webinar Series
Register for the Behavioral Innovation™ Webinar today! This webinar is designed to provide the tools that overpower the various Cognitive Biases that impede on innovation so teams can generate better ideas.
Adam Hansen is co-author of the book, "Outsmart Your Instincts: How the Behavioral Innovation™ Approach Drives Your Company Forward," and Innovation Process Facilitator at Ideas To Go – an innovation agency that works with Fortune 500 companies to incorporate the voice of the consumer in ideation and concept development.