The Namib Desert beetle lives in an area that only gets half an inch of rainfall per year, and so it draws 12 percent of its weight in water from the air to quench its thirst. NBD Nano co-founder Deckard Sorensen was inspired by the beetle to the point that he created a self-filling water bottle, which he hopes to bring to the market by 2014.
The result of a great deal of cognitive science research demonstrates that people don’t really understand how we think, how we influence each other, and the degree to which we are connected. We also lack an understanding of water, which is the most common liquid on Earth:
Everything We Think We Know About People Is Wrong - Stowe Boyd via Nexalogy blog:
[…] It turns out that people — and marketers — don’t really understand influence very well, despite being embedded in social networks their entire lives: we really don’t understand the way that we are influenced by other people. For example, if someone touches you when you first meet, you are ten times more likely to remember that person. But we are unaware, later, that the touch was the reason for our recollection. We underestimate the impact of a kind word, or the chilling effects of workplace fear. There are dozens of examples of this sort coming out of cognitive science that demonstrate that we are being strongly influenced below the conscious level, physiologically, all the time. The actions of others can make us fearful, or confident, or curious, or suspicious — and it can happen invisibly. People just don’t have a great insight into the social interactions of people, despite being involved in them. Most contemporary thinking about our social interactions is derived from an economic view that considers groups as collections of individuals, where each individual makes more-or-less rational decisions intended to maximize benefits to themselves and their loved ones. I think there is a analogy with the historical physics view of how fluids work, like water, or water specifically.
More than 37,800 liters of water is lost via leakage every minute as it flows through New York State’s aqueducts into the city, according to IBM. The wall visualizes a calculation of that volume of water corresponding to the volume of the data wall. “Essentially we’re filling the wall with digital water,” IBM’s Lee Green, vice president of brand experience and strategic design, explains.