Very few of us come up with unique ideas. Just 1% of successful patents actually introduce something new to the world. Most successful ideas are built off other good ideas, so for true innovation, we should look at other fields like biology and psychology. That’s what today’s guest Sam Tatam, head of Behavioural Science at Ogilvy, argues. Join us as we discuss biomimicry, the energy provider that told customers not to buy and the brown M&M clause. Try HubSpot for free: https://hubspot.sjv.io/jWq4k6 Sam’s book: https://linktr.ee/evolutionaryideas The Regulars Wall: https://imgur.com/a/ICuQgpl Katz Tip Counter: https://imgur.com/a/1sXlQDU Octopus Energy telling customers ‘not to switch’: https://imgur.com/a/gBni8tA Sign up for the Nudge Newsletter: https://www.nudgepodcast.com/mailing-list