In my new book, Supernormal Stimuli: How Primal Urges Overran Their Evolutionary Purpose, I describe how human instincts, for food, sex, or territorial protection, developed for life on the Savannah 10,000 years ago, not today's world of densely populated cities and technological innovations. Evolution has been unable to keep pace with the rapid changes of modern life. In the 1930s Dutch Nobel laureate Niko Tinbergen found that birds that lay small, pale blue eggs speckled with grey preferred to sit on giant, bright blue plaster dummies with black polka dots. He coined the term "supernormal stimuli" to describe these imitations that appeal to primitive instincts and, oddly, exert a stronger attraction than real things. We humans can produce our own supernormal stimuli: candy, pornography, huge-eyed stuffed animals. The concept of Supernormal Stimuli has enormous power to illuminate the alarming disconnect between human instinct and our created environment. [Deirdre Barrett (2010)]
The building blocks required to achieve success in a business domain and differentiate the company from its competitors: Core domains : The interesting problems. These are the in-house activities the company is performing differently from its competitors and from which it gains its competitive advantage. Generic domains : The solved problems. These are the things all companies are doing in the same way. There is no room or need for innovation here; rather than creating in-house implementations, it’s more cost-effective to adopt \ buy existing solutions. Supporting domains: The problems with obvious solutions. These are the activities the company likely has to implement in-house or outsourced, but that do not provide any competitive advantage. Domain experts are subject matter experts who know all the intricacies of the business that we are going to model and implement in code. In other words, domain experts are knowledge authorities in the software’s business domain. T
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