As If By Design: How Creative Behaviors Really Evolve

The myth of the eureka moment is debunked in this book, which explores the origin and evolution of behavioral innovations. It reveals that innovations arise from a combination of historical, circumstantial, and accidental influences, often appearing ingeniously designed with foresight. The book emphasizes that behavior is at the center of creative human endeavor and that context, consequence, and coincidence play key roles in the process of innovation.

Format: Paperback / softback
Length: 332 pages
Publication date: 22 July 2021
Publisher: Cambridge University Press

The notion of the "eureka moment" is a pervasive myth that perpetuates a naïve and fantastical view of human progress. In reality, innovations emerge from a much less enigmatic blend of historical, circumstantial, and accidental influences. This captivating book delves into the origins and evolution of several significant behavioral innovations, including the high five, the Heimlich maneuver, the butterfly stroke, the moonwalk, and the Iowa caucus. These remarkable creations, with their uncanny ability to perfectly align with the situation and moment, often appear to be ingeniously designed with foresight. However, the truth is that they often arise as if by design, a testament to the intricate interplay of factors that shape behavioral creativity.

Through extensive investigations into the histories of these innovations, Edward A. Wasserman unveils the intricate nature of behavioral creativity. What emerges is a fascinating web of causation involving three key factors: context, consequence, and coincidence. By shifting the focus from the product to the process of innovation, Wasserman elevates behavior to the very center of the creative human endeavor.

The high five, for instance, is a quintessential example of a behavioral innovation that emerged from a combination of historical, circumstantial, and accidental influences. Its origins can be traced back to the early 20th century when American football players began using the hand signal to celebrate touchdowns. Over time, this gesture evolved into a high-five, which became a popular way for athletes to celebrate both individual and team achievements.

The Heimlich maneuver, on the other hand, is a life-saving technique that was developed by an American physician named Henry Heimlich in the mid-20th century. Heimlich was inspired by a case where he witnessed a woman choking on a piece of food and successfully applied a abdominal thrust to dislodge the obstruction. This technique has since become a standard procedure for dealing with choking emergencies.

The butterfly stroke, a swimming technique that was popularized by Olympic swimmer Michael Phelps in the 2000s, is another example of a behavioral innovation that emerged from a confluence of factors. Phelps developed the technique by combining elements of several other swimming styles, including the breaststroke and the freestyle stroke. The butterfly stroke allowed him to swim faster and more efficiently than his competitors, ultimately leading to his record-breaking performances in the Olympic Games.

The moonwalk, a dance move that was popularized by Michael Jackson in the 1980s, is yet another example of a behavioral innovation that defied conventional wisdom. Jackson's iconic dance style, which involved gliding backward while seemingly walking forward, was the result of years of experimentation and practice. He combined elements of several dance styles, including the robot, the moonwalk, and the slide, to create a unique and groundbreaking dance technique.

The Iowa caucus, a political process that is used to select delegates to the Democratic National Convention, is another example of a behavioral innovation that emerged from a complex interplay of factors. The caucus system was developed in the early 19th century by Iowa farmers to ensure that their voices were heard in the political process. Over time, the system evolved into a complex process that involves caucusing at local meetings and selecting delegates based on a proportional representation system.

In conclusion, the notion of the "eureka moment" is a myth that obscures the true nature of behavioral innovation. Innovations emerge from a complex interplay of historical, circumstantial, and accidental influences, shaped by a web of causation involving context, consequence, and coincidence. By shifting the focus from the product to the process of innovation, we can better understand the creative human endeavor and the remarkable ways in which behaviors evolve and adapt to changing circumstances.

Weight: 504g
Dimension: 152 x 339 x 24 (mm)
ISBN-13: 9781108745109