When I launched the first version of AbilityMatrix in 2009, I was deeply puzzled about an observation. Namely, why on Earth does no one know about behavioral economics and most of the already published advancements in neuroscience? It took me years to find knowledge underpinning my initial hunch of emotional decisions overpowering rational minds and patterns in irrationality - essential building blocks in our AbilityMatrix innovation model. There was very little practical knowledge out there, and the few companies that got over the noise were quickly acquired. I had a strong belief that within five years, everybody would be using this commonly accessible knowledge to retool different parts in our everyday life. I was particularly bullish for business purposes to propel AbilityMatrix. Also, companies are usually the first to recognize if something is an unfair advantage and willing to "risk" investment in new fields.
Fast forward, that expectation didn't happen - or only did marginally. Behavioral economics has its challenges, and it's still not part of every business curriculum around the world. Gamification, as a particular field of behavioral design, is just getting traction, in addition there are some practical use cases in web design as well. Still, it never really made it to the core of innovation processes. In the last ten years behavioral economics related knowledge became accessible in mainstream media. The pioneers and early superstars were born. However, business people still think of it as magic. I expect (just like ten years ago) that the coming decade will be the decade of behavioral design getting democratized and becoming commonplace in business.
I am less buoyant in neuroscience. However, we probably need this more than behavioral science because it unveils the mechanics of the brain and consequently why we do what we do, feel or think. We already have so much knowledge that needs to be incorporated into business decision making and innovation. The somatic marker hypothesis, in particular, published in 1994 (and still not widely accepted), is such a game-changer. It practically says that we make irrational decisions when we do not have all the information to make a perfect decision. I have no precise data to back this up, still, I believe 90% or more of our decisions are made without the necessary information. Neuroscience is having a hard time making their achievements understandable to the average reader. As scientists, they try to be precise and detailed, but that limits understanding for most outsiders and, therefore, the spreading of the new knowledge. I hope this will change, even though there might be a loss of some critical details. neuroscience advancements would become common topics in business conversations and business schools.
What is my expectation for innovation- our playground? I believe the companies able to incorporate and use this knowledge will be at the forefront of creating sustainable and useful innovations. The decade (of 2020s) will be one of "unintrusive use cases" where it's natural to add one thing or the other to your daily routine.
I call it the decade of seamless behavioral innovation. Happy new year!
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