{"id":642,"date":"2014-06-17T00:00:00","date_gmt":"2014-06-16T23:00:00","guid":{"rendered":"https:\/\/brand-genetics.test\/think-like-a-freak-speed-summary\/"},"modified":"2019-11-19T16:32:55","modified_gmt":"2019-11-19T16:32:55","slug":"think-like-a-freak-speed-summary","status":"publish","type":"post","link":"https:\/\/brandgenetics.com\/pt-br\/human-thinking\/think-like-a-freak-speed-summary\/","title":{"rendered":"Think Like a Freak [Speed Summary]"},"content":{"rendered":"<ul>\n<li>Think Like a Freak: How to Think Smarter About Almost Everything<\/li>\n<li>Author:\u00a0Steven Levitt and Stephen J. Dubner<\/li>\n<li>Publisher:\u00a0William Morrow<\/li>\n<li>Publication date: 2014<\/li>\n<\/ul>\n<p>Moving from description to prescription, the Freakonomics duo\u00a0economist Steven Levitt and journalist Stephen J. Dubner, offer\u00a0a self-help book for professionals in innovation, business and marketing\u00a0on how to\u00a0think, persuade and incentivise people.<\/p>\n<h3>How to Take a Penalty Kick<\/h3>\n<p>Facing a penalty,\u00a0goalkeepers dive to the left 57% of the time, and to the right 41%. \u00a0Which means they only remain in the centre 2% of the time. \u00a0Which is why you&#8217;re 7% more likely to score by shooting at the centre of the goal than to the corners. \u00a0Yet, only 17% of penalty kicks aim for the centre. \u00a0Why? \u00a0Because there is a social incentive to not kick to the centre; you&#8217;ll face \u00a0ridicule if you kick the ball straight into the keeper&#8217;s stationary hands. \u00a0Social incentives &#8211; what other people think of us &#8211; matter\u00a0and influence our behaviour as much as economic incentives (material or financial gain), or moral incentives (&#8216;warm glow altruism&#8217; &#8211;\u00a0ego-boosting feeling-good-about-ourselves\u00a0when we&#8217;ve &#8216;done the right thing&#8217;).<\/p>\n<h3>Incentive Thinking<\/h3>\n<p>Thinking like a &#8216;freak&#8217; to come up with freakish, surprising and motivating insights involves two things &#8211; breaking rules by thinking and doing things differently, and looking at the world\u00a0in terms of\u00a0incentives; what are the real incentives that motivate people to behave in a particular way? \u00a0For example why would accidental hit and run incidents\u00a0in China involve not only knocking\u00a0down a pedestrian, but also stopping, and then reversing \u00a0back over them? \u00a0Because if you get caught and have killed them &#8211; you pay 20,000 Yuan (about \u00a32000), but if you injure them you get unlimited liability for medical costs that can run into hundreds of thousands. \u00a0So you&#8217;re incentivised to make sure the victim is dead. Why is there an obesity epidemic? \u00a0Because we&#8217;re incentivised to get fat &#8211; it costs 10 times mores to eat healthily than eat junk food. How do great companies get great employees? \u00a0They incentivise candidates to leave &#8211; Zappos sends out job offers with a $2000 offer not to take up the job offer &#8211; thus weeding out all but the most enthusiastic candidates. \u00a0You get the point, incentives are everywhere &#8211; and they matter.<\/p>\n<h3>Incentive Research<\/h3>\n<p>Whilst not explicitly about market research, Think Like a Freak, outlines an approach for incentive-focused researchers&#8230;<\/p>\n<ol>\n<li><strong>Look for incentives revealed in behaviour, not declared in words<\/strong>. \u00a0The incentives that really\u00a0motivate people\u00a0are often not those that we\u00a0talk about. \u00a0For example, survey responses say the top incentive for energy conservation is\u00a0protecting the environment, but behavioural research shows that it&#8217;s more about feeling part of a community<\/li>\n<li><strong>Look for hidden incentives<\/strong>\u00a0Are charity and non-profit workers and the leaders of their organisations motivated more by helping people or feeling good about themselves?\u00a0A medical charity (Operation Smile) offering plastic surgery to disfigured children preferred to treat fewer patients with their own doctors\u00a0than put donations into training local doctors to treat more people. A far more efficient splinter charity Smile Train was set up as a result.<\/li>\n<li><strong>Jettison your moral compass to see clearly\u00a0<\/strong>We are blinkered by own moral incentives &#8211; the desire to feel good about the things we do, and sometimes this blinds us to solutions. We may be morally against pollution, and so polluting the air to stop global warming may not be open to us a solution worth testing &#8211; but it could work. Embrace value freedom when researching to be open to all solutions<\/li>\n<li><strong>Look for backfiring\u00a0incentives<\/strong> Existing\u00a0policies designed\u00a0to manipulate incentives often backfire. Mexico city pollution got worse when a new law restricted the number of days particular cars could be driven (people bought second cheaper gas guzzling cars). Companies have been\u00a0set up to produce pollutants such as HFC-23 to benefit to\u00a0carbon credits when then cut back. \u00a0This is known as the &#8216;cobra effect&#8217; &#8211; after a backfiring policy in India to reduce cobra population led to a population increase; a bounty offered for cobra skins led to\u00a0cobra farms being set up<\/li>\n<li><strong>Break rules and disrupt<\/strong>.\u00a0You can only tell how a mirror works by breaking it &#8211; the same goes for reality. \u00a0Researchers need to disrupt reality and break everyday rules to reveal how reality\u00a0works. King Solomon used the disruption method to solve a maternity battle between two women &#8211; he offered to\u00a0cut the baby into two\u00a0and give half to each mother. \u00a0This disruptive dis-incentive was strongest for the real mother &#8211; who revealed herself by giving the baby to the other woman.<\/li>\n<li><strong>Check un-incentivised behaviour<\/strong>\u00a0 Much behaviour is unincentivised and we rely on goodwill, conscientiousness, and professionalism for it to happen &#8211; and often it doesn&#8217;t.\u00a0Van Halen famously had a 53 page requirements document for gig venues &#8211; and hid a quirky request to have M&amp;M&#8217;s available at all gigs (but with brown candies\u00a0removed) in the document. \u00a0Simply by checking the bowl of M&amp;M&#8217;s for brown candy, the group knew if they were dealing with conscientious professionals<\/li>\n<\/ol>\n<h3>The Brand Genetics Take<\/h3>\n<p>For innovators and researchers, there&#8217;s\u00a0a lot to like in Think Like a Freak; the book uses new\u00a0and known\u00a0examples to drive home the point that incentives are the key to powerful insight, and disrupting incentives is a useful\u00a0key to innovation. \u00a0Looking at the world through incentives is enlightening and surprising &#8211; and can often lead to new solutions. \u00a0What does the incentive actually encourage you to do? Is there a different way of getting to this incentivised outcome? Like winning a prize in a competitive eating contest. \u00a0By focusing only on the incentivised outcome, and removing all the preconceptions, traditional ways of getting there, new solutions may come into focus. \u00a0So\u00a0breaking up hotdog buns and rolling them into small swallowable dough balls might increase speed and volume of consumption.This was precisely what\u00a0Takeru Kobayashi famously did to not just beat, but double (from 25 to 50) the world record for 12 minute competitive hot dog eating in Coney Island.<\/p>\n<p>For some innovators and researchers, Think Like a Freak will seem too far removed from their everyday lives &#8211; it never tackles everyday consumer marketing and innovation problems head on. \u00a0But the main message is\u00a0spot on\u00a0&#8211; to see identify opportunities\u00a0look for the\u00a0incentivises that pattern consumer behaviour.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Think Like a Freak: How to Think Smarter About Almost Everything Author:\u00a0Steven Levitt and Stephen J. Dubner Publisher:\u00a0William Morrow Publication date: 2014 Moving from description to prescription, the Freakonomics duo\u00a0economist Steven Levitt and journalist Stephen J. Dubner, offer\u00a0a self-help book for professionals in innovation, business and marketing\u00a0on how to\u00a0think, persuade and incentivise people. How to [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":643,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[4],"tags":[],"class_list":["post-642","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-speed-summaries"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Think Like a Freak [Speed Summary] - Brand Genetics<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/brandgenetics.com\/pt-br\/human-thinking\/think-like-a-freak-speed-summary\/\" \/>\n<meta property=\"og:locale\" content=\"pt_BR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Think Like a Freak [Speed Summary] - Brand Genetics\" \/>\n<meta property=\"og:description\" content=\"Think Like a Freak: How to Think Smarter About Almost Everything Author:\u00a0Steven Levitt and Stephen J. 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