[tweetmeme]Oliver Payne, the founder of The Hunting Dynasty was interviewed by students of the Swedish digital media learning institution Hyper Island on “The future of the digital industry”. Behavioural Economics is the unexpected answer.

Helin Kotan, who worked with Oliver at OgilvyOne in London, is enrolled on the 45 week Interactive Art Director course in Stockholm. Their first project is called “The future of the digital industry”. Working In teams of 5 they decided the best way to get a deeper insight into the future of the digital industry was to:

go out there and talk to the top players and trend setters of today

It was a pleasure for The Hunting Dynasty to help.

Our short-form opinion – rather counter-intuitively – is to stop trying to learn about the digital industry per se, and to start learning what drives human behaviour. And there’s no better place to start than Behavioural Economics. Once you understand what drives people’s behaviour you have an evaluation mechanism for the usefulness of any technology. And you have that evaluation mechanism for the rest of your life.

Much like at school: the most important thing isn’t the facts that you learn, the most important thing is learning how to learn.

So, put down your copy of Wired, and pick up these books (And then pick up Wired again, and you’ll see it through fresh eyes):

1. The Logic of Life, Tim Harford
(2008 book of the year by both The Economist and The Financial Times)
2. The Undercover Economist Book
The Undercover Economist, FT Blog, Tim Harford
(taster: “like spending an ordinary day wearing x-ray goggles”)
3. The Economic Naturalist – why economics explains almost everything, Robert H Frank
(taster: Why is there a light in your refrigerator but not in your freezer?, Why do the keypad buttons of drive-up cash machines have Braille dots?, Why are child safety seats required in cars but not in airplanes? )
4. The Armchair Economist, Steven Landsburg
(theme: “[m]ost of economics can be summarized in four words: People respond to incentives.”)
5. Freakonomics Book,
Freakonomics Blog Steven D. Levitt, Stephen J. Dubner
6. Super Crunchers – how anything can be predicted, Ian Ayers
(taster: “GROUNDBREAKING… it may just change the way you think”)
7. Fooled by Randomness – The Hidden Role of Chance in Life and in the Markets, Nassim Nicholas Taleb
(taster:”One of the smartest books of all time” Fortune Magazine)

Sweden’s Hyper Island delivers industry-based learning for the growing new media industry. It runs long-term programs in Digital Media (in Stockholm and Karlskrona), Interactive Art Direction (Stockholm), Motion Graphics Design (Karlskrona) and Digital Business Management (Karlskrona).

In total over 260 students study full time at Hyper Island each year.