A Deeper Truth

The New Science of Innovation, Human Choice and Societal Scale Behavior

Non-Fiction - Business/Finance
228 Pages
Reviewed on 04/16/2018
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Author Biography

My background is a dog’s breakfast. It starts with two years at the United States Air Force Academy and a severe case of imposters syndrome. Since then I've both led startups and worked for large corporations to identify opportunities and develop 100's of innovative products. While there have been many successes, there have also been many unexpected flops. A reality that kept front and center a lifelong quest to answer several seemingly unanswerable questions:

- Why, despite the investment of untold sums of money and the commitment of the worlds best and brightest, do so many startups and new products fail?

- Why has nearly every successful business, despite every advantage, eventually failed and faded from prominence?

- And...like large companies...why has every great civilization, despite every advantage, eventually collapsed?

Historically, our inability to answer these questions has caused untold strife, job losses, and even a loss of life.

This book is the result of my need for evidenced backed answers and the universal need of organizational leaders for a pragmatic understanding of what really drives adoption and prompts resistance to change.

    Book Review

Reviewed by JB McPherson for Readers' Favorite

A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior by Tim Stroh is a thought-provoking book for those who wonder why people act as they do, especially in this day when digital items go viral and products become overnight successes. Based on his experience with marketing and entrepreneurship, Stroh integrates the newest brain research with Christensen’s concept of disruptive innovation, Gladwell’s “Tipping Point,” Roger’s diffusion of innovation principles, and Kahneman’s “Thinking Fast and Slow” to create an insightful theory that brings together the research in the field. One of his main ideas is that genetic cognitive traits such as the drive for status, mastery and novelty can account for many of the behaviors that seem to contradict popular theories. For those who find that behavioral models cannot account for seemingly irrational behavior, this book provides an intriguing premise.

In A Deeper Truth, I appreciated the clear writing style that speaks to a popular audience while at the same time giving a clear overview of the best theories in the field of innovation and how ideas/products are adopted. Stroh’s writing will give entrepreneurs, marketing professionals, and business forecasters a great deal to consider. The new research in brain science is especially interesting, though some evolutionary rationalizations detract from the discussion. Even if you don’t agree with all of the ideas in Stroh’s Motivational Drive Trait Theory, you will gain useful ideas about human behavior. Great book with excellent summary of leading theories. I'm a doctoral student in learning and leadership so I especially appreciate your thorough research. Highly recommended for those who want to understand more deeply why people decide and act as they do.

Gisela Dixon

A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior by Tim Stroh is a non-fiction book that combines a multitude of disciplines to try to explain human behavior, especially human behavior collectively, or in groups. A Deeper Truth is all about a comprehensive approach towards answering the question of: can human behavior be predicted reasonably accurately and under what circumstances? The book is divided into several topics and sub-topics such as theories and patterns of thought and the way we are conditioned to think, human decision-making and choices, free will and if it truly exists, genetic and environmental factors in shaping human thought and will, laws of evolution and heredity, and much more. Ultimately, the book aims to develop an understanding of human psychology by combining research and findings from several disciplines such as biology, psychology, sociology, anthropology, etc.

A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior is quite a fascinating look at how humans are programmed—just like other creatures—to act in a certain way under certain conditions, and this book sheds light on the science behind how this happens. This could be very useful to entrepreneurs looking to tap into collective human mentality and to predict human behavior on a large scale. Not only from a practical point of view, but this book is useful from a metaphysical point of view as well to simply understand human nature and the universe in a broader context. The book is filled with images, examples, and anecdotes that make it an entertaining as well as a thought-provoking read!

Vernita Naylor

How we think, why we make the decisions that we do, our perceptions of things and people, and human behavior predictions are some of the questions and dialogue that readers will encounter in A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior by Tim Stroh. Stroh has implemented the education and teachings of industry experts based upon elements of disruptive consumer behavior. In this book, industry experts discuss how the influences of marketing and selling disruptive products all impact the mainstream in purchasing and buying interests. Stroh discusses the works of The Theory of Disruptive Innovation (Clayton Christensen) that introduces how products and ideas evolve based upon human needs that disrupt the status quo - from the pet rock, Calvin Klein jeans and Webmail to Airbnb - and Tipping Point (Malcolm Gladwell) which points out the psychological effects that products have on consumer psyche, to Crossing the Chasm (Geoffrey Moore) on the influence of marketing and selling. This is a great book if you want to understand the influences and nuances of advertising, marketing, social media and buying power, and its impact on you.

What is consumer disruptive behavior? Think of it this way; it's a chain reaction when the latest fad is created based on the needs of the mainstream consumer. An example is technology. Millennials are willing to spend almost $1,000 for the latest phone when in reality the phone will become outdated once they leave the store; the company is already creating the next latest and greatest phone. Purchase power begins in the mind, whether consciously or subconsciously. This book offers the elements and factors that influence men and women, young and old alike, from the foods to buy and the cars to drive to where to live. The reader will enjoy learning about various subjects that influence us, from hierarchical drives and influences to the 11 Rules that surround us and encapsulate our everyday lives. “For humans, there are more rules and the equation is more complex. There are distinct rules that describe our choices and social behaviors in addition to those that describe our general movement,” says Stroh.

Ruffina Oserio

A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior by Tim Stroh is a compelling book with a unique take on marketing, a book that examines the power of choice and the factors that influence why consumers would likely accept a new product or reject it; to wit, neurological, evolutionary, and social influences. This book answers the question that most people fail to consider and one that has been answered from very wrong angles: “Why do sane people do the things they do and make the choices they do - including the crazy, irrational, and seemingly inexplicable ones?” Believing that the answer to this question will offer an explanation as to why some products fail and why others — that seemingly look weaker in the market and in quality — succeed, the author offers a thought-provoking exposé that will serve as a guide to both consumers and business owners.

This book explores the concept of disruption in the marketplace, and helps readers understand why people would make choices like voting a Trump into the presidency. This is one of the most intelligent books I have read in the world of business, a book that offers fresh and detailed ideas on principles that sell, leaving entrepreneurs, business managers, business owners, and consumers with the knowledge they need to understand what guides their choices. In the introduction, the author explains that he would give an answer to the question by considering the one thing people share: “the medium of human beings.” A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior is written in a clear, down-to-earth style that is conversational and enriched with anecdotes and examples from real life. Tim Stroh is an expert in the psychology of human choice and he makes this knowledge available to readers in a language that is simple. This book is revolutionary indeed.

Alexandra J. Savage

A book for readers interested in human society, A Deeper Truth explores the history of humankind in attempts to understand why civilizations rise and fall. The author explains the “Motivational Drive Trait Theory.” In layman’s terms, this theory is about how people’s behaviors are predictable, based on genetics and patterns of their ancestors. This theory can be used in a positive way to advance society. Author Tim Stroh explains and analyzes patterns of people of the past. He depicts examples of this theory in intricate ways. Our behavior is based on neurology. Neurology governs human behavior and societal patterns. That is what A Deeper Truth is all about. The book provides fact based evidence that supports the “Motivational Drive Trait Theory,” along with additional scientific claims made by Tim Stroh.

A Deeper Truth is very interesting and scientific. Stroh provides unique examples and fascinating fact-based thoughts and conclusions which support the idea that decisions made by specific groups are predictable, and can be altered with prior knowledge of the prediction. Human decisions are more of a social dynamic than an individual’s idea in choice. Misunderstandings arise from lack of awareness. Written from a perspective of someone who is highly intelligent, A Deeper Truth by Tim Stroh will cause you to consider what history books have to say in a deeper way.