DEEP TECH – SPACE, SUPERCOMPUTERS, DEFENCE & BIOTECH
Anyone who has worked in disruptive innovation knows that it feels like swimming against the tide most of the time. Why is innovation so hard, and how can we use the power of story to drive disruption?
As humans, our behaviour is hard-wired to keep us safe. We know that what we did before didn’t kill us – as we are still here today. So, the safe option is to continue that same pattern of behaviour.
The crux of behaviour change is how to get people to move from our safe, comfortable, known world and make a leap into an unknown abyss.
At House of Kitch, we are very excited by the spirit of innovation as this is what drives humanity forward. We work with those who are at the front of the curve, challenging the status quo and leading the way. Here is a summary of some of the evidence-based behaviour science tools we use to supercharge the uptake of innovations.
INNOVATION ADOPTION CURVE
If you look at the innovation adoption curve, only 16% of us are bold or curious enough to try something before there is enough social proof to show that it’s worth the leap.
Creative communications are a very powerful way to inspire people to join a new reality. Storytelling can be the inspiration that gets us to leap across the chasm.
8 TOP TIPS FOR SUPERCHARGING UPTAKE OF INNOVATIONS
Create a vision people want to be part of
Amazing things can be achieved when people are inspired under a unifying vision that is creatively executed. An emotionally compelling vision of the future provides a powerful reason to make a leap. This vision needs to speak to the System 1 brain (instinctive, emotional) more than the System 2 (rational, logical). A story of the future with a convincing WHY will help people imagine themselves in a new reality.
Make the vision tangible
Bringing your ideas to life in tangible ways will accelerate uptake, especially for novel ideas that have never been done before. It’s very hard for people to imagine something they have no point of reference on. Use tools like sketches, storyboards, concept art or videos to paint the picture for them. Or up the ante with immersive tech like virtual or augmented reality.
Understand your audience
To truly get buy-in and trust you need to connect with your audience in authentic ways. Research and insights about each of your key audiences will help you tailor messages to resonate deeply through values-based connections. Trust has three drivers: authenticity, logic and empathy. You must communicate in ways that meet your audiences’ emotional and rational needs.
Create social proof
When you look at the Innovation Adoption Curve, Innovators and Early Adopters are largely driven by scarcity - they want what others can’t have or don’t know about. The Early and Late Majority are driven by social proof (1). They want something that’s been tried, tested and has a degree of talkability. Trials are a great way for people to safely experiment with risk and get quick wins. Think of ways to make your ideas sticky (simple, surprising, interesting) and increase talkability (2).
Use storytelling
Storytelling is the single most powerful way to effect change. It has been used since the beginning of time to inspire, teach and motivate (3). Storytelling lies deep within our DNA, triggering brain chemicals that were critical for social bonding in early human society and are still relevant today. Emotionally compelling stories trigger the release of the feel-good hormone oxytocin, resulting in narrative transportation. Stories affect behaviour after the story has ended because we put ourselves into the narrative (4).
Tap into System 1 – MINDSPACE Framework
The Behavioural Insights Unit at UK Cabinet Office codified nine of the most robust influences on our behaviour impacting the System 1 mind (5). Consider the messenger effect - innovators, founders or relatable heroes can all be strong messengers. Using incentives such as real and virtual rewards will further drive uptake.
Create win-win partnerships
Partnerships help transfer credibility for new innovations as they create social proof. Credible established brands/innovators/investors de-risk new ideas. It’s worth reviewing Gladwell’s Law of the Few - certain types of people are especially effective at spreading ideas (2). The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts (connectors, mavens, salespeople).
Socialise, normalise and celebrate success
Success begets success. Sharing stories of success will drive further uptake and help to socialise the innovation. Making the stories ubiquitous – and across media, platforms and direct contact provides a strong normalisation effect, establishing trust and credibility and achieving buy-in from across the internal and external ecosystems. Rewards (real/virtual) will reinforce the change.
WE’RE HERE FOR THE DISRUPTORS!
House of Kitch is a strategic communications agency specialising in deep tech and innovation. From neuromorphic supercomputers to autonomous subsea vehicles; from biotech to space tech – we make the complex simple and the simple desirable. We drive mainstream adoption of new innovations through a strategic storytelling approach to inspire people to leap across the chasm. House of Kitch is accredited under the Defence Industry Security Program (DISP) and our team is made up of AGSVA security cleared communication experts with deep tech, innovation, defence and national security experience.
References:
1. Robert B. Cialdini (2006). Influence: The Psychology of Persuasion.
2, Gladwell, M. (2002). The Tipping Point: How little things can make a big difference.
3. Harari, Y. N. (2015). Sapiens.
4. Zak, P (2015) Why Inspiring Stories Make Us React: The Neuroscience of Narrative.
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