Ideatrotter

Seth Godin (Brilliant Author, Strategist and Philanthropist) posted on his blog on February 18th, 2012:

“Transparent or translucent?

There’s an argument for transparency. If you make it easy for people to see right through you, the thinking goes, you are easier to trust.

The market, though, often seeks out the translucent. Things that glow. We’re drawn to the glow, to the illumination and warm feeling it brings.

We’d like our tools and our replaceable institutions to be transparent. We want the bank and the radiologist and the tax man to be totally clear and invisible, so they can get out of the way and we can focus on what’s true.

But the brands and experiences and legends that lead to stories and affection and connection—it would be better if they glowed instead.”

My rationale is that both concepts, while important, have separate utilities. Transparency eliminates doubt, translucency breeds admiration. Both are central to managing everyday situations and evolving our inner self awareness respectively. Both, due to their different utilities, maybe required in different situations, depending on how much information is available and what is necessary at that very moment. 

Mark Pagel is Fellow of the Royal Society and Professor of Evolutionary Biology; Head of the Evolution Laboratory at the University of Reading; Author Oxford Encyclopaedia of Evolution; co-author of The Comparative Method in Evolutionary Biology. His forthcoming book is Wired for Culture: Origins of the Human Social Mind.

“One of the first things to be aware of when talking about social learning is that it plays the same role within our societies, acting on ideas, as natural selection plays within populations of genes. Natural selection is a way of sorting among a range of genetic alternatives, and finding the best one. Social learning is a way of sifting among a range of alternative options or ideas, and choosing the best one of those. And so, we see a direct comparison between social learning driving idea evolution, by selecting the best ideas —we copy people that we think are successful, we copy good ideas, and we try to improve upon them — and natural selection, driving genetic evolution within societies, or within populations.

I think this analogy needs to be taken very seriously, because just as natural selection has acted on genetic populations, and sculpted them, we’ll see how social learning has acted on human populations and sculpted them.

What do I mean by “sculpted them”? Well, I mean that it’s changed the way we are. And here’s one reason why. If we think that humans have evolved as social learners, we might be surprised to find out that being social learners has made us less intelligent than we might like to think we are. And here’s the reason why.

If I’m living in a population of people, and I can observe those people, and see what they’re doing, seeing what innovations they’re coming up with, I can choose among the best of those ideas, without having to go through the process of innovation myself. So, for example, if I’m trying to make a better spear, I really have no idea how to make that better spear. But if I notice that somebody else in my society has made a very good spear, I can simply copy him without having to understand why.

What this means is that social learning may have set up a situation in humans where, over the last 200,000 years or so, we have been selected to be very, very good at copying other people, rather than innovating on our own. We like to think we’re a highly inventive, innovative species. But social learning means that most of us can make use of what other people do, and not have to invest the time and energy in innovation ourselves.

Now, why wouldn’t we want to do that? Why wouldn’t we want to innovate on our own? Well, innovation is difficult. It takes time. It takes energy. Most of the things we try to do, we get wrong. And so, if we can survey, if we can sift among a range of alternatives of people in our population, and choose the best one that’s going at any particular moment, we don’t have to pay the costs of innovation, the time and energy ourselves. And so, we may have had strong selection in our past to be followers, to be copiers, rather than innovators.

Followership is part of a vast meta-genetic pattern of human culture, where we need fewer innovators as our networks grow better at transmitting innovation. As social density increases, social learning increases, and the very best ideas can reach everywhere: or better, everyone.”

(via emergentfutures)