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Cognitive Surplus
Clay Shirky
More books on Behaviour
McDonalds wanted to increase sales of thickshakes, so tried standard focus group approach to ask what people wanted. But one guy just went out and observed and saw that most thickshakes bought early morning. Turned out that commuters wanted something that wasn't greasy or that might explode over their suit, but wd feel a bit filling and wd take a while to consume - ie a substitute breakfast.
This is the 'milkshake mistake' - looking at the product instead of how customers are using it. The other mistake is assuming that 'breakfast' implies a certain type of food, as if habits were deeply rooted traditions instead of a series of accumulated accidents.
In the same way, social uses of social media have surprised bc possibilities of these uses was never implied in the tools themselves. The bottom-up collection and dissemination of info. Where in the past the govt responsible for that, now actual users cd collect tweets of witnesses to events and disseminate.
Where traditional media assumed they were only ones who could (or should) write about the news, it turned out that there were many people who wanted to create their own.
Already knew that honesty boxes work better with pic of eyes above the. Copenhagen airport extended idea by having cardboard cutouts of officials holding signs (saying "don't take luggage carts up elevators" etc). Having the sign held by a person reminds that human beings are behind the request or rules.
Attribution error: "I can't stop to help bc I'm in a rush; you didn't stop to help bc you're selfish"
Napster provoked debate - were millions of young people either morally corrupt in 'stealing' music, or were they just completely unrealistic about concept of sharing. But they didn't see it as stealing, bc cost nothing to take the track.
Doctors work like old fashioned artisans, hoarding their info. So PatientsLikeMe, a community where you share your medical history, particularly as affected by medications and treatments. Exactly opposite to mainstream ideas about medical privacy.
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