In this episode of Brainfluence, host Roger Dooley interviews Sam Tatam, Global Principal and Head of Behavioral Science at Ogilvy Growth and Innovation. Tatam discusses his background in organizational and industrial psychology and advertising strategy, as well as his work at Ogilvy, where he and his team develop interventions and shape communications for some of the world’s biggest brands and organizations. They also talk about Tatam’s new book, Evolutionary Ideas: Unlocking Ancient Innovation to Solve Tomorrow’s Challenges. The conversation covers various topics related to behavioral science and marketing interventions, including the power of quantity anchoring, the TRIZ framework, operational transparency, and the concept of choice.To innovate for the future, we need to look to the past, says @s_tatam, author of EVOLUTIONARY IDEAS Click To Tweet
Sam Tatam – Key Moments
Sam Tatam’s background [00:00:06] Sam Tatam’s background in organizational and industrial psychology and advertising strategy is discussed.
The evolution of Ogilvy’s behavioral science interventions [00:02:21] Sam Tatam discusses how Ogilvy’s behavioral science interventions have evolved beyond advertising and marketing, and gives examples of their work.
Quantity Anchoring [00:07:11] Sam Tatam explains the concept of quantity anchoring, a simple and low-cost intervention that can have a big impact on sales.
Quantity Anchoring [00:08:02] Sam Tatam discusses how quantity anchoring can be used to improve sales by giving customers a relative figure to work with.
TRIZ Framework [00:10:50] Sam Tatam explains the TRIZ framework, which is a structured approach to innovation that involves identifying patterns of existing solutions and using them to solve problems.
Real World Problem: Super Schooner [00:14:43] Roger Dooley and Sam Tatam discuss a real-world problem of carrying four beers at a pub and how the TRIZ framework can be used to find a solution, such as the invention of the super schooner.
Chunking and Operational Transparency [00:15:20 – 00:18:23] Sam Tatam discusses the benefits of chunking and operational transparency in different industries, such as the example of the Super Schooner and the use of visible effort in service interactions.
Operational Transparency and Value Perception [00:18:23 – 00:21:29] Sam Tatam and Roger Dooley discuss the concept of operational transparency and how it can reinforce perceptions of value and trust in different industries, such as tax preparation software and supermarket chains.
Choice and Decision Making [no timestamp provided] Sam Tatam talks about the paradox of choice and how too much choice can lead to confusion and inaction, and how companies can use behavioral science to help customers make decisions.
Choice architecture [00:22:52] Sam Tatam discusses the paradox of choice and how choice architecture can help people make decisions without limiting their options.
Visual salience for decision-making [00:27:50] Sam Tatam and Roger Dooley talk about the importance of visual salience in decision-making, using examples such as the recycling stations at Cheng airport in Singapore and wax replicas of meals in Japan.
Finding Sam Tatam [00:29:22] Sam Tatam shares his LinkedIn and Twitter handles and mentions his book, “Evolutionary Ideas: Unlocking Ancient Innovation to Solve Tomorrow’s Challenges.”
Sam Tatam Quotes
The Surprising Link between Psychology and Advertising:
“I found that I did far more psychology in Ogilvy than I ever did working as a Psych in a specific role.”
— Sam Tatam [00:01:28 → 00:02:52]
“Just because it looks novel to you doesn’t mean that you need a new solution or a revolutionary answer. Actually, the answer might be staring you in the face the whole time.”
— Sam Tatam [00:05:27 → 00:07:04]
‘I love that as an example of just a slightly different way of thinking about things.’ – referring to the team in Australia’s creation of the super schooner.”
— Sam Tatam [00:15:52 → 00:16:46]
The Paradox of Choice:
“The more choice we have, the less likely we feel that we’ll experience regret, the more likely we’ll see all the available options. But as you say, we find that we’re less satisfied, we’re more delayed in making a choice.”
— Sam Tatam [00:23:25 → 00:25:01]
The Power of Visualization:
“If we can bridge this gap between an abstract concept and a more concrete manifestation of what it is, then we can help people make decisions.”
— Sam Tatam [00:26:30 → 00:29:08]
About Sam Tatam
Sam Tatam is a psychology graduate who found himself at a fork in the road of his studies, ultimately deciding to pursue his interest in normative behavior through organizational psychology. Starting with a focus on psychometric assessment, he eventually transitioned to a career in advertising strategy, where he found his love for psychology fully realized. With a passion for understanding how people behave in everyday situations, he has brought his expertise to the advertising industry, using his knowledge to shape brand strategy. Today, he helps create a broad range of science-based interventions to help businesses achieve their goals.
Sam Tatam Resources
Amazon: Evolutionary Ideas
Rory Sutherland on Brainfluence
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