As designers, we often look to human behaviour, science, art and engineering for answers and solutions. Interestingly, some of the best design solutions can be found within our natural world. Harnessing the evolved biology of the kingfisher, designers were able to improve aerodynamics of the Japanese bullet train by mimicking the shape of the bird’s beak. This is a story of biomimicry.

Sam Tatam is Global Head of Behavioural Science at Ogilvy. His passion is understanding human behaviour, and his experience comes from organisational/industrial psychology and advertising strategy. He is the author of the fascinating book Evolutionary Ideas.

I caught up with Sam to discuss his book and understand how nature and the animal kingdom can help some of the world's biggest challenges.

Enjoy.

Buy the book: https://harriman-house.com/evolutionaryideas

Connect with Sam:

Twitter | https://twitter.com/s_tatam

LinkedIn | https://www.linkedin.com/in/sam-tatam-psychologist/?originalSubdomain=uk

I’m Brand Master Flash: I’m a brand strategist on a mission for good. Finding mastery is a continual practice, to stay on the path towards positive change and growth. My channels deliver a podcast, blog and vlog that promote ethical brand building and business transformation.

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