Michele Visciola Experientia partner Michele Visciola, who is also the president of Experientia, has written an article entitled “People-centered innovation or culture evolution?” that got published in the November-December edition of Interactions magazine.

Here is the abstract:

“The biological theory of evolution and its applications to cultural anthropology (Cavalli Sforza, 2006) create an interesting framework with which to regard user research practices and innovation strategies. Mutation (i.e., a significant abrupt change in a given value system) is a rare event but can occur in any culture. Natural selection is the pressure that operates on a given system of values and beliefs in order to select those behaviours that fit to the environmental conditions of use. Migration is the meshing of behaviours and attitudes that can lead to a change of values. Finally, Drift is the barrier to the entrance of new values in a given cultural system. A deep understanding of these forms of cultural evolution will allow companies to better frame innovation models. Whether it is based on participatory and voluntary shifts in usage conditions (i.e. mutation), or on integrating new services and features into existing products (creating conditions for migration and drift), innovation should favour the natural selection of people’s idea selection so that it can resist and endure.”

The full article is available for subscribers only, but you can download a pre-publication version here.