The Soule Entrepreneurial Institute

Imagine the world 10,000 years ago. Our hunter gatherer ancestors roamed the earth; scraping together what little food they could find, and avoiding dangers that could claim their life at any moment.

Now fast forward 10,000 years. The descendants of those very same tribes live in air conditioned homes, with clean water piped in directly. Our lives now are far more secure and predictable than our ancestors could have ever fathomed.

While our environment has changed greatly, we have not. Our brains are still programmed for life outdoors. Our instincts have trouble adapting to a paper-shuffling, domestic lifestyle.

For this reason we see epidemics of depression in office workers, and "ADHD" in school children.

Evolutionary Arbitrage – Creating products that are friendly to, or exploit human instinctual nature.

What are some examples of evolutionary arbitrage?

Nintendo Wii – The Wii transformed video games from a sedentary pastime to a full blown activity, selling 30M units in the process.

Hummer Brand - Nothing satiates a reptilian subconscious like climbing a 60 percent grade or fording 24 inches of water.

4 Hour Work Week – Millions of people are fed up with sitting in a cubicle from 9-5 and are working from wherever life takes them.

Sometimes thinking about the future means studying the past.


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