Humans are naturally drawn to novelty, a trait that has been essential for our survival. This attraction to new and exciting things has evolved over centuries, and today, it plays a significant role in the entrepreneurial spirit.

Entrepreneurs, in particular, thrive on novelty, often seeking innovative ways to make processes more efficient. This drive not only sparks great business ideas but also fuels continuous improvement and adaptation. Let’s explore the concept of hyper novelty, why entrepreneurs are inherently drawn to it, and how this can lead to successful business ventures.

The Survival Mechanism: Novelty

Our ancestors relied on novelty to survive. Discovering new food sources, creating better tools, and exploring unknown territories were all driven by the need to survive and thrive. This instinctual pull towards the new and different has been passed down through generations, shaping human behaviour and, notably, the entrepreneurial mindset.

Hypernovelty and the Entrepreneurial Mindset

In today's fast-paced world, we experience hypernovelty—a constant influx of new information, technologies, and trends. Entrepreneurs are particularly susceptible to this, as they are always on the lookout for the next big thing that can set them apart from the competition.

This love for novelty is coupled with a dislike for repetitive tasks.

Entrepreneurs often seek ways to automate and streamline processes, not out of laziness, but to free up time for more creative and strategic endeavours. This quest for efficiency is what leads to groundbreaking innovations and business ideas.

Practical Action Steps

  1. Embrace Automation: Identify repetitive tasks in your business and explore automation tools to handle them. This will free up your time to focus on more strategic activities.

  2. Stay Curious: Continuously seek out new trends, technologies, and methods in your industry. This will help you stay ahead of the curve and identify opportunities for innovation.

  3. Experiment and Iterate: Don’t be afraid to test new ideas and approaches. Treat your business as a series of experiments, learn from each one, and iterate based on the results.

  4. Delegate and Outsource: Recognize areas where you lack interest or expertise and delegate these tasks to others. This allows you to focus on what you love and do best.

  5. Build a Culture of Innovation: Encourage your team to bring new ideas to the table and create an environment where experimentation is welcomed. This will foster a culture of continuous improvement.


The natural human attraction to novelty, coupled with the entrepreneurial drive for efficiency, can lead to incredible business innovations. By embracing automation, staying curious, experimenting, delegating, and fostering a culture of innovation, new aspiring entrepreneurs can harness these traits to build successful businesses. Remember, it’s not about doing everything yourself but finding smarter ways to achieve your goals and staying ahead of the curve.

Recommended Reading

  1. “A Hunters-Gatherer’s Guide To The 21st Century: Evolution & The Challenges Of Modern Life” Dr Bret Weinstein & Dr Heather Heying A bold, provocative exploration of the tension between our evolutionary history and our modern woes – and what we can do about it

  2. "Atomic Habits" by James Clear: This book explores how small changes can lead to remarkable results, emphasizing the importance of habits and efficiency.

  3. "The Lean Startup" by Eric Ries: A guide to developing businesses and products through validated learning, continuous innovation, and efficiency.

Photo by Crystal McClernon on Unsplash


automation, business strategy, embracing automation, hunter-gatherers guide, hyper novelty, hypernovelty, staying nimble in business

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