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Sam Tatam - Ogilvy

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Sam Tatam - Ogilvy

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Sam Tatam - Ogilvy

  1. 1. AN AGE OF INNERVATION SAM TATAM BEHAVIOURAL STRATEGY DIRECTOR @S_TATAM
  2. 2. Definition of INNOVATION 1.1: the introduction of something new 2.2: a new idea, method, or device
  3. 3. WE HAVE CONQUERED
  4. 4. CONSTRUCTED
  5. 5. AND CREATED
  6. 6. MOREAND MOREAND MORE
  7. 7. 300
  8. 8. 30
  9. 9. 3
  10. 10. THIS APPROACH JUST CAN’T LAST
  11. 11. +29%
  12. 12. -40%
  13. 13. SO RATHER THAN LOOK OUTSIDE FOR THE ANSWERS WE BELIEVE IT’S TIME TO LOOK WITHIN
  14. 14. innervate Verb in · ner · va · tion inéǹr vá– sḩen 1.1: Being more creative with the psychological power that exists.
  15. 15. BEHAVIOURAL SCIENCE ISN’T NEW
  16. 16. THE CODIFICATION OF BEHAVIOURAL SCIENCE IS FUELING INNERVATION
  17. 17. E A S T T EASY SOCIALATTRACTIVE TIMELY
  18. 18. E A S T T EASY SOCIALATTRACTIVE TIMELY MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES M I N D S P A C E
  19. 19. E A S T M I N D S P A C E EASY SOCIALATTRACTIVE TIMELY MESSENGER NORMS DEFAULT SALIENCE PRIMING AFFECT COMMITMENT EGOINCENTIVES
  20. 20. E A S T M I N D S P A C E EASY SOCIALATTRACTIVE TIMELY
  21. 21. M I N D S P A C E INNERVATION INSPIRATION IS ALL AROUND US
  22. 22. I M I N D S P A C E
  23. 23. HOW MIGHT WE ENSURE THE POTENTIAL LOSS OR SUNK COST REMAINS EVIDENT?
  24. 24. N M I N D S P A C E
  25. 25. WHAT MIGHT BE ADDED TO INDICATE THAT OTHERS HAVE CONDUCTED THE BEHAVIOUR?
  26. 26. WHAT MIGHT BE TAKEN AWAY?
  27. 27. D M I N D S P A C E
  28. 28. HOW MIGHT WE PAIR A TARGETED BEHAVIOUR WITH ONE THAT IS NATURALLY DESIRABLE?
  29. 29. S M I N D S P A C E
  30. 30. HOW MIGHT WE CHUNK BY USING NUMBERS COLOURS
  31. 31. HOW MIGHT WE PROVIDE VISUAL FEEDBACK AS PEOPLE GET CLOSER TO OUR DESIRED BEHAVIOUR
  32. 32. HOW MIGHT WE MAKE THE INVISIBLE BARRIERS, VISIBLE?
  33. 33. C M I N D S P A C E
  34. 34. HOW MIGHT WE GIVE PEOPLE A USELESS ELEMENT SO THAT ARE COMMITTED TO FOLLOW THROUGH?
  35. 35. HOW MIGHT WE PROPOSITION OUR AUDIENCE IN A WAY THAT ELICITS OUR DESIRED RESPONSE?
  36. 36. summary INNERVATION IS MORE THAN APPLICATION
  37. 37. NEOCLASSICAL ECONOMICS INNERVATION BEHAVIOURAL SCIENCE
  38. 38. How can we tell people the benefits? How might we tap-into their sense of loss through scarcity? NEOCLASSICAL ECONOMICS INNERVATION BEHAVIOURAL SCIENCE
  39. 39. How can we tell people the benefits? How might we tap-into their sense of loss through scarcity? How might we ensure the potential loss or sunk cost remains salient? NEOCLASSICAL ECONOMICS INNERVATION BEHAVIOURAL SCIENCE
  40. 40. How can we tell people not to litter? How might we communicate that most people don’t litter? NEOCLASSICAL ECONOMICS INNERVATION BEHAVIOURAL SCIENCE
  41. 41. How can we tell people not to litter? How might we communicate that most people don’t litter? How might we make the behaviour of others more salient? NEOCLASSICAL ECONOMICS INNERVATION BEHAVIOURAL SCIENCE
  42. 42. NEOCLASSICAL ECONOMICS INNERVATION BEHAVIOURAL SCIENCE How can we educate people on the danger of germs? How might we use a powerful messenger to deliver our communications?
  43. 43. NEOCLASSICAL ECONOMICS INNERVATION BEHAVIOURAL SCIENCE We reduced the number of dirty hands by 63% with our specially designed ‘hand stamp’. How can we educate people on the danger of germs? How might we use a powerful messenger to deliver our communications?
  44. 44. summary BEFORE YOU LOOK OUT FOR AN INNOVATIVE SOLUTION. START WITHIN.
  45. 45. summary LET’S MAKE OUR FUTURE INNOVATION, INNERVENTION
  46. 46. THANK YOU @S_TATAM

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