J. Lilly Design | Integrated Marketing Communications | San Francisco Bay Area
30Dec/090

Digital Signage 2009: The Good, The Bad and The Ugly

December 30, 2009 - San Francisco Bay Area
John E. Lilly | ARROWSIGN .NET

As the 00's draw to a close, I'm finding the Twitterverse inundated with chatter on "digital signage." Often shortened to "DS" or "DOOH" for the awkward catchall "Digital Out-Of-Home" signage, this social media activity stirred the investigator in me.

First off, I'm a hobby futurist/tech geek  and designer. So, the idea of "digital signage" has myriad connotations to me. But, who was in charge of this new vernacular? Who decided that, by virtue of it conveying information, it must include the term "signage." I was getting the vibe that the term was being hijacked. But, by whom?

Imagine if the business card printers wanted to, now, be called "Pocket Signage" manufacturers? Imagine if the tattoo artists' thought there was more profit in marketing themselves as "Epidermal Signage?" Now, imagine if software and hardware manufacturers decided they wanted to bundle their products and services as "Digital Signage."

That's what is happening. Digital is trying to be "signage." Signage isn't trying to be digital.

If the timely value of a digital sign's impact isn't leveraged immediately into a call to action at the Point-Of-Purchase, its value diminishes until its nothing more than clutter near your cash register. If you're just going for clutter, you don't have to go digital.

That's not to say that digital signage doesn't have an important role to play in future society. Quite the opposite, in fact. In a broad sense, signage that utilizes advanced digital technology will be the primary growth area of the traditional sign industry, both in production processes and installed hardware. But, perhaps, not in the way you've been led to believe.

Here are the repelling forces, and attracting powers, for the "Digital Signage" industry moving into 2010... (reverse order - so I can end on a high note).

#3 The Ugly:

You have seem them. The ugly, black-plastic boxes mounted randomly along a hallway, or protruding from a pipe in the ceiling. Sometimes, they even sit on the counter, blocking the view of the human retailer on the other side.

In the mad rush to get retailers to sign agreements and test their networked advertising model, many DOOH firms are failing to integrate the screens with any degree of elegance or integrity. Without targeted, reactive signage, these ugly boxes are just cluttering up the environment. And, what kind of reactive signage would you incorporate in the toilet room anyway? You can make up your own punchline.

digital_signage_gone_wild

Now, stop. Before you accept my clutter argument, consider that clutter = prosperity in many cultures....

downtown

Is that the direction you want to go? If so, could we, perhaps, plan things a little better? Integrate complete ideas from the beginning. Stop sticking plastic ad-boxes in the environment without considering the primary purpose of that space.

Integration requires planning. Planning requires vision. I'm not convinced many in the DOOH industry have vision, when it comes to integrating their screens into the existing spaces. What some firms are doing is equivalent to local rock bands putting fliers on windshields and bumper stickers on utility poles.

The New Rules for DS 2010: Digital Signage should be:

  1. Adaptive - Dynamically adapts to meet the needs of the environment and the people (directional signs, emergency signs).
  2. Reactive - Recognizes people through customer engagement devices (cards, tags) and targets ads specifically to individuals, by name.
  3. Distractive - Targets captive, mass populations (waiting areas, public transportation) with traditional network-based advertising.

Its time for architectural and electric sign companies to engage the "signage" newbies in the art of implementation. Otherwise, our digital brethren will soil the good name of signmakers everywhere. Hah. Wait. What do you mean "Signmakers don't have a very good name?" I digress.

Electric sign companies are especially skilled at building structures designed to house electrical components (like screens), in all types of environments -indoor and out.

With the convergence of huge LED electronic message centers (EMCs) into the interactive "digital" space, electric sign companies, again, have the skills and resources to implement screens in a much more intuitive and effective manner. Part of that includes working with designers, engineers and architects in the first stages of project development.

Sometimes, the environment is the signage. More and more often, the environment is digital. We can't stop convergence, but we can make it more integrated with just a little forethought. Don't accept ugly.

#2 The Bad

Like any fast-growing industry, digital signage has a problem with standards. Not only are there input issues with regards to media formatting, there are output problems as well. The industry still lacks a create-once, publish-everywhere graphic standard. Likewise, there are a lot of companies trying to make the "best" standard and monopolize the industry.

Meanwhile, we get progressively cheaper flat-screens cluttering open space with messages like this ...

3118224717_005d84a220

These messages are the hardest ones to get rid of. Why? Because they are cause by human error.

The people who design software for novices would do well to recall Douglas Adams' quote: “A common mistake that people make when trying to design something completely foolproof is to underestimate the ingenuity of complete fools.”

How many times have you seen an error message like this on a microwave or an alarm clock? How about on traditional architectural signage, or even on massive EMCs? It just doesn't happen. Its unacceptable.

And, since "digital signage" companies are putting these screens into the hands of amateurs, it begs to reason that those same firms are responsible for training the end user and, moreover, preventing the embarrassing photos like the one above... I found easily on Flickr! At least we can see who didn't train their customer. The logo is right on the screen. It may as well say "Hey, look at us! Our products don't work!!" Security and hacking aside, there is a public liability to what is being shown on your screens. This is just bad. Here's an idea: If the software experiences problems, have the screen shut itself off and disappear.

#1 The Good

As much as I like to research the pros and cons of different topics, I wouldn't waste the time writing about something if the positives didn't ultimately outweigh the negatives. And, to be honest, the things I've mentioned are just growing pains of a remarkable new field of advertising that deserves a better name... than "digital signage." Just sayin'...

For those who haven't looked at recent digital signage screens, even something as simple as nice resolution, synchronized screens and thoughtful creative makes for quite the mesmerizing display, as you can see here.

But, so what? We've had TVs in the retail space for years. We've had VCRs and DVDs looping customized content in the retail space for years. SOoooo... the hardware isn't revolutionary. Neither is customized video advertising. So, what is the attraction? Why the hype?

In a single word: "Potential."

As the hardware and software companies get their collective acts together, traditional advertising agencies will also converge into the digital signage space. When that happens, and when meaningful, objective advertising metrics are established we will finally be able to quantify the expense of Digital Signage.

Quantifying the expense of deploying targeted, dynamic advertising will knock many current players out of the game. Why? Because they won't be able to rationalize their own existence in the work-flow.

However, fewer companies trying to hijack existing open-standards is a good thing. More companies adopting and improving common software standards will allow the industry to focus on progress in the areas mentioned above... technologically-advanced signs that adapt, react or distract.

Despite the issues with software compatibility many DS companies have made great strides in providing high-quality digital graphics on commercially-durable screens. While the measurement technique is different, many screens are capable of producing text and graphics with the same visual clarity as printed vinyl.

Some of the best examples of effective digital signage can be found at your local movie theater. From the satellite-controlled electronic message centers displaying show times, to the the animated menus at the concession stand and even the on-screen messaging inside the screening room movie - theaters are starting to get the picture ... (pun somewhat intended).

There was a time not long ago when theaters would show static ads from local small businesses on the screen before the movie started. Apparently someone finally realized "Wait a second... if the moviegoer actually patronizes one of the restaurants or theme parks advertising on our screens, they will have less money to come back to the theater!"

Now, in the smarter theaters, they only advertise things that can be bought there - at the point-of-purchase. Good thinking.

Is 2010 going to be the year in which my TV remote can detect my thumbprint and eliminate feminine hygiene commercials from my daily viewing? Sadly, no.

Is it going to be the year the menu board at the movie theater concession stand recognizes me by the RFID strip on my customer loyalty card and offers me special prices on future movies I might like, and upgraded popcorn/soda combos? Maybe.

So, while we are a couple years away from "Minority Report" style signage, there are many encouraging signs that digital signage will live up to some of the hype once we kick the 00's to the curb. For 2010, let's work harder to eliminate the ugly and the bad while we wait for the good to catch up.  ~JL

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6Dec/090

Youth Football Championship

Congratulations to my son, Jack (#86), and his entire Championship team - the Clayton Valley Pee Wee Falcons. They won 35 - 0 ; )
Youth Football Championship
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5Dec/090

How our brains build social worlds …

"This raises the interesting question of how our brains deal with deception. Somehow, a balance has to be struck: it would be too costly to question the motive behind every interaction, but taking everything at face value makes us vulnerable. Neuroscientists have become very interested in the differences in brain activity between interacting with a person considered trustworthy and one perceived as dangerous and deceptive."

"One key difference may be a shift in the balance between unconscious mirroring of another person's actions and expressions and conscious attempts to grasp the other's motives. This may lead to a decoupling from the other, a kind of separation within the interaction, as activity diminishes in areas that mirror experiences, while higher-order, cognitive frontal functions kick in."

via How our brains build social worlds - opinion - 02 December 2009 - New Scientist.

2Dec/090

Holiday Inn ‘Green’ Signage Yields $4.4M Savings Annually

As part of the makeover, a redesign of the iconic brand logo required new exterior signage at more than 3,200 locations that will now incorporate energy-efficient, long-life GE Tetra LED lighting systems. By replacing neon and fluorescent lighting with LED lighting systems, the company expects to save $3 million annually in maintenance costs and $1.4 million in energy costs, according to a press release.

via Holiday Inn ‘Green’ Signage Yields $4.4M Savings Annually · Environmental Leader · Green Business, Sustainable Business, and Green Strategy News for Corporate Sustainability Executives.

2Dec/090

Research identifies Customer Interaction as key trend for Digital Signage in 2010

In other words, digital signage is NOT about putting another TV full of commercials into your retail space. Its about integrating dynamic, relevant communications to specific guests. ~ JL
- - -

  • Retail, hospitality and grocery companies will demand better interplay with customers through their signage networks
  • Special consumer offers triggered by external events – such as weather changes – will help drive sales.

via Research identifies Customer Interaction as key trend for Digital Signage in 2010.

Ontario, Canada – 01 December, 2009 – Research from Capital Networks Limited (CNL), a leading global provider of broadcasting and dynamic digital signage software, identifies 'Customer Interaction' as the key driver for the digital signage industry in 2010. Companies across a range of industries, including retail, hospitality and grocery, will look at ways to engage dynamically with their customers, to boost sales and customer loyalty. With the average person exposed to thousands of marketing messages a day, only the most engaging content will break through the clutter. To be effective, digital signage must be able to deliver hyper-targeted, dynamic messaging to a specific audience. In the coming year, businesses will explore smarter ways to use their signage networks.

Software currently enables companies to schedule or pre-program their digital signage content to interact with any set of data, target audience or environment. Content can be programmed using simple codes, then triggered to play by real-time automated data feeds, such as local weather conditions, essentially delivering the message most relevant to the current environment of the screen. Through this type of 'Dynamic Screen Scheduling', retailers, restaurants and supermarkets can interact with customers in real-time to increase sales, boost footfall and encourage customer loyalty.
 
"Reports suggest that the US economy is beginning to turn a corner, yet it remains unclear whether consumers will resume spending or remain cautious with their money," commented Jim Vair, Vice President of Business Development at Capital Networks Limited. "Companies that we work with are looking ahead to 2010 and identifying ways to ensure customers – old and new – feel they are getting the best value for money. And to do this, they want to interact with their customers, in real-time. Interactive digital signage is the only advertising mechanism that enables companies to immediately promote cost-saving offers when they most appeal to consumers."

Smart digital signage in action – just some of the ways it can work:

Retailers – Coupons, Vouchers and 'One-Day Sales' are very effective ways of increasing profit, however they have to be organized and advertised days or weeks in advance, which can be time-consuming and costly. By utilizing 'Dynamic Screen Scheduling' shops can program content to interact with current data. For example, if the current conditions are rainy, consumers coming in from the rain or about to go back outside will see content promoting umbrellas, rain hats, etc but if the weather is bright sunshine, content will automatically switch to promote sunglasses, sunscreen, etc.

Sports Bars/Pubs – Establishments showing live sports events can have their signage pre-programmed to offer promotions when the score of a game changes. For example, every time the home team scores, adverts automatically pop up promoting half price nachos for the next ten minutes. Customers will already have their full attention directed at the screens and such offers can encourage long-term customer loyalty, which is just as important as attracting new customers.

Supermarket Wine Boutiques – Interactive applications are very popular with consumers. Touch screen applications are now available that allow shoppers to press a button indicating what they are planning to have for dinner that evening and the signage would display suggested wine pairings based on the store’s current inventory.

1Dec/090

Why Profit Shouldn’t Be Your Top Goal

Making the bottom line your top priority may not be the best way to improve profitability. Recent research shows that CEOs who put stakeholders’ interests ahead of profits generate greater workforce engagement—and thus deliver the superior financial results that they have made a secondary goal.

This finding is based on survey data gathered from 520 business organizations in 17 countries, many of them emerging markets. We were testing the hypothesis that if a CEO’s primary focus is on profit maximization, employees develop negative feelings toward the organization. They tend to perceive the CEO as autocratic and focused on the short term, and they report being somewhat less willing to sacrifice for the company. Corporate performance is poorer as a result.

But when the CEO makes it a priority to balance the concerns of customers, employees, and the community while also taking environmental impact into account, employees perceive him or her as visionary and participatory. They report being more willing to exert extra effort, and corporate results improve.

This research, which was conducted with Mary Sully de Luque, of Thunderbird School of Global Management; David A. Waldman, of Arizona State University West; and Robert J. House, of the University of Pennsylvania, underscores the risk of single-mindedly pursuing profit.

Copyright © 2009 Harvard Business School Publishing Corporation. All rights reserved.

via Why Profit Shouldn't Be Your Top Goal - HBR.org.

30Nov/090

Digital Signage: Economic Growth May Be Closer Than You Think

According to an ABI Research industry analyst, one main reason for the growth is that traditional advertising media are losing their appeal. Possibly unknown only to digital signage newbies; digital signage offers something traditional advertising media can't: the ability to reach buyers with dynamic messaging at the point of sale.

When shoppers are in a store, evaluating which brand to buy, digital signage has the chance to snatch a bit of mindshare at the precise moment a buying decision is being made. Radio, TV, newspapers, magazines and even the Internet cannot make that claim.

via Digital Signage: Economic Growth May Be Closer Than You Think | Submit Articles | Fully-Explained.

30Nov/090

Denmark approves new police powers ahead of Copenhagen summit

This is the best solution they could come up with? Arresting people "they suspect might break the law."?   Wow.

- - -

The Danish parliament today passed legislation which will give police sweeping powers of "pre-emptive" arrest and extend custodial sentences for acts of civil disobedience. The "deeply worrying" law comes ahead of the UN climate talks which start on 7 December and are expected to attract thousands of activists from next week.

Under the new powers, Danish police will be able to detain people for up to 12 hours whom they suspect might break the law in the near future.

via Denmark approves new police powers ahead of Copenhagen | Environment | guardian.co.uk.

30Nov/090

Don’t Wait for the Right Deal to Come Along

"But the best deals sometimes arise from situations where the opportunity had to be created."

"I hear too often from people that they are waiting until the right deal or idea comes along and when it comes they'll be ready to strike. This is a rather passive approach. Successful business leaders and investors are proactive hunters, creating ideas where they did not necessarily exist. They can handle some ambiguity, believe deeply in themselves, and understand that the starting point may not be perfect."

via Don't Wait for the Right Deal to Come Along - Anthony Tjan - HarvardBusiness.org.

23Nov/090

The Science of Success

Most of us have genes that make us as hardy as dandelions: able to take root and survive almost anywhere. A few of us, however, are more like the orchid: fragile and fickle, but capable of blooming spectacularly if given greenhouse care.

So holds a provocative new theory of genetics, which asserts that the very genes that give us the most trouble as a species, causing behaviors that are self-destructive and antisocial, also underlie humankind’s phenomenal adaptability and evolutionary success.

With a bad environment and poor parenting, orchid children can end up depressed, drug-addicted, or in jail—but with the right environment and good parenting, they can grow up to be society’s most creative, successful, and happy people.

(continued below)

In 2004, MARIAN Bakermans-Kranenburg, a professor of child and family studies at Leiden University, started carrying a video camera into homes of families whose 1-to-3-year-olds indulged heavily in the oppositional, aggressive, uncooperative, and aggravating behavior that psychologists call “externalizing”: whining, screaming, whacking, throwing tantrums and objects, and willfully refusing reasonable requests. Staple behaviors in toddlers, perhaps. But research has shown that toddlers with especially high rates of these behaviors are likely to become stressed, confused children who fail academically and socially in school, and become antisocial and unusually aggressive adults.

At the outset of their study, Bakermans-Kranenburg and her colleagues had screened 2,408 children via parental questionnaire, and they were now focusing on the 25 percent rated highest by their parents in externalizing behaviors. Lab observations had confirmed these parental ratings.

Bakermans-Kranenburg meant to change the kids’ behavior. In an intervention her lab had developed, she or another researcher visited each of 120 families six times over eight months; filmed the mother and child in everyday activities, including some requiring obedience or cooperation; and then edited the film into teachable moments to show to the mothers. A similar group of high-externalizing children received no intervention.

To the researchers’ delight, the intervention worked. The moms, watching the videos, learned to spot cues they’d missed before, or to respond differently to cues they’d seen but had reacted to poorly. Quite a few mothers, for instance, had agreed only reluctantly to read picture books to their fidgety, difficult kids, saying they wouldn’t sit still for it. But according to Bakermans-Kranenburg, when these mothers viewed the playback they were “surprised to see how much pleasure it was for the child—and for them.” Most mothers began reading to their children regularly, producing what Bakermans-Kranenburg describes as “a peaceful time that they had dismissed as impossible.”

And the bad behaviors dropped. A year after the intervention ended, the toddlers who’d received it had reduced their externalizing scores by more than 16 percent, while a nonintervention control group improved only about 10 percent (as expected, due to modest gains in self-control with age). And the mothers’ responses to their children became more positive and constructive.

Few programs change parent-child dynamics so successfully. But gauging the efficacy of the intervention wasn’t the Leiden team’s only goal, or even its main one. The team was also testing a radical new hypothesis about how genes shape behavior—a hypothesis that stands to revise our view of not only mental illness and behavioral dysfunction but also human evolution.

Of special interest to the team was a new interpretation of one of the most important and influential ideas in recent psychiatric and personality research: that certain variants of key behavioral genes (most of which affect either brain development or the processing of the brain’s chemical messengers) make people more vulnerable to certain mood, psychiatric, or personality disorders.

Bolstered over the past 15 years by numerous studies, this hypothesis, often called the “stress diathesis” or “genetic vulnerability” model, has come to saturate psychiatry and behavioral science. During that time, researchers have identified a dozen-odd gene variants that can increase a person’s susceptibility to depression, anxiety, attention-deficit hyperactivity disorder, heightened risk-taking, and antisocial, sociopathic, or violent behaviors, and other problems—if, and only if, the person carrying the variant suffers a traumatic or stressful childhood or faces particularly trying experiences later in life.

This vulnerability hypothesis, as we can call it, has already changed our conception of many psychic and behavioral problems. It casts them as products not of nature or nurture but of complex “gene-environment interactions.” Your genes don’t doom you to these disorders. But if you have “bad” versions of certain genes and life treats you ill, you’re more prone to them.

Recently, however, an alternate hypothesis has emerged from this one and is turning it inside out. This new model suggests that it’s a mistake to understand these “risk” genes only as liabilities. Yes, this new thinking goes, these bad genes can create dysfunction in unfavorable contexts—but they can also enhance function in favorable contexts. The genetic sensitivities to negative experience that the vulnerability hypothesis has identified, it follows, are just the downside of a bigger phenomenon: a heightened genetic sensitivity to all experience.

The evidence for this view is mounting. Much of it has existed for years, in fact, but the focus on dysfunction in behavioral genetics has led most researchers to overlook it. This tunnel vision is easy to explain, according to Jay Belsky, a child-development psychologist at Birkbeck, University of London. “Most work in behavioral genetics has been done by mental-illness researchers who focus on vulnerability,” he told me recently. “They don’t see the upside, because they don’t look for it. It’s like dropping a dollar bill beneath a table. You look under the table, you see the dollar bill, and you grab it. But you completely miss the five that’s just beyond your feet.”

Though this hypothesis is new to modern biological psychiatry, it can be found in folk wisdom, as the University of Arizona developmental psychologist Bruce Ellis and the University of British Columbia developmental pediatrician W. Thomas Boyce pointed out last year in the journal Current Directions in Psychological Science.

The Swedes, Ellis and Boyce noted in an essay titled “Biological Sensitivity to Context,” have long spoken of “dandelion” children. These dandelion children—equivalent to our “normal” or “healthy” children, with “resilient” genes—do pretty well almost anywhere, whether raised in the equivalent of a sidewalk crack or a well-tended garden. Ellis and Boyce offer that there are also “orchid” children, who will wilt if ignored or maltreated but bloom spectacularly with greenhouse care.

At first glance, this idea, which I’ll call the orchid hypothesis, may seem a simple amendment to the vulnerability hypothesis. It merely adds that environment and experience can steer a person up instead of down. Yet it’s actually a completely new way to think about genetics and human behavior. Risk becomes possibility; vulnerability becomes plasticity and responsiveness. It’s one of those simple ideas with big, spreading implications. Gene variants generally considered misfortunes (poor Jim, he got the “bad” gene) can instead now be understood as highly leveraged evolutionary bets, with both high risks and high potential rewards: gambles that help create a diversified-portfolio approach to survival, with selection favoring parents who happen to invest in both dandelions and orchids.

In this view, having both dandelion and orchid kids greatly raises a family’s (and a species’) chance of succeeding, over time and in any given environment. The behavioral diversity provided by these two different types of temperament also supplies precisely what a smart, strong species needs if it is to spread across and dominate a changing world. The many dandelions in a population provide an underlying stability. The less-numerous orchids, meanwhile, may falter in some environments but can excel in those that suit them. And even when they lead troubled early lives, some of the resulting heightened responses to adversity that can be problematic in everyday life—increased novelty-seeking, restlessness of attention, elevated risk-taking, or aggression—can prove advantageous in certain challenging situations: wars, tribal or modern; social strife of many kinds; and migrations to new environments.

Together, the steady dandelions and the mercurial orchids offer an adaptive flexibility that neither can provide alone. Together, they open a path to otherwise unreachable individual and collective achievements.

This orchid hypothesis also answers a fundamental evolutionary question that the vulnerability hypothesis cannot. If variants of certain genes create mainly dysfunction and trouble, how have they survived natural selection? Genes so maladaptive should have been selected out. Yet about a quarter of all human beings carry the best-documented gene variant for depression, while more than a fifth carry the variant that Bakermans-Kranenburg studied, which is associated with externalizing, antisocial, and violent behaviors, as well as ADHD, anxiety, and depression. The vulnerability hypothesis can’t account for this. The orchid hypothesis can.

This is a transformative, even startling view of human frailty and strength. For more than a decade, proponents of the vulnerability hypothesis have argued that certain gene variants underlie some of humankind’s most grievous problems: despair, alienation, cruelties both petty and epic. The orchid hypothesis accepts that proposition. But it adds, tantalizingly, that these same troublesome genes play a critical role in our species’ astounding success.

The orchid hypothesis—sometimes called the plasticity hypothesis, the sensitivity hypothesis, or the differential-susceptibility hypothesis—is too new to have been tested widely. Many researchers, even those in behavioral science, know little or nothing of the idea. A few—chiefly those with broad reservations about ever tying specific genes to specific behaviors—express concerns. But as more supporting evidence emerges, the most common reaction to the idea among researchers and clinicians is excitement. A growing number of psychologists, psychiatrists, child-development experts, geneticists, ethologists, and others are beginning to believe that, as Karlen Lyons-Ruth, a developmental psychologist at Harvard Medical School, puts it, “It’s time to take this seriously.”

With the data gathered in the video intervention, the Leiden team began to test the orchid hypothesis. Could it be, they wondered, that the children who suffer most from bad environments also profit the most from good ones? To find out, Bakermans-Kranenburg and her colleague Marinus van Ijzendoorn began to study the genetic makeup of the children in their experiment. Specifically, they focused on one particular “risk allele” associated with ADHD and externalizing behavior. (An allele is any of the variants of a gene that takes more than one form; such genes are known as polymorphisms. A risk allele, then, is simply a gene variant that increases your likelihood of developing a problem.)

Bakermans-Kranenburg and van Ijzendoorn wanted to see whether kids with a risk allele for ADHD and externalizing behaviors (a variant of a dopamine-processing gene known as DRD4) would respond as much to positive environments as to negative. A third of the kids in the study had this risk allele; the other two-thirds had a version considered a “protective allele,” meaning it made them less vulnerable to bad environments. The control group, who did not receive the intervention, had a similar distribution.

Both the vulnerability hypothesis and the orchid hypothesis predict that in the control group the kids with a risk allele should do worse than those with a protective one. And so they did—though only slightly. Over the course of 18 months, the genetically “protected” kids reduced their externalizing scores by 11 percent, while the “at-risk” kids cut theirs by 7 percent. Both gains were modest ones that the researchers expected would come with increasing age. Although statistically significant, the difference between the two groups was probably unnoticeable otherwise.

The real test, of course, came in the group that got the intervention. How would the kids with the risk allele respond? According to the vulnerability model, they should improve less than their counterparts with the protective allele; the modest upgrade that the video intervention created in their environment wouldn’t offset their general vulnerability.

As it turned out, the toddlers with the risk allele blew right by their counterparts. They cut their externalizing scores by almost 27 percent, while the protective-allele kids cut theirs by just 12 percent (improving only slightly on the 11 percent managed by the protective-allele population in the control group). The upside effect in the intervention group, in other words, was far larger than the downside effect in the control group. Risk alleles, the Leiden team concluded, really can create not just risk but possibility.

Can liability really be so easily turned to gain? The pediatrician W. Thomas Boyce, who has worked with many a troubled child in more than three decades of child-development research, says the orchid hypothesis “profoundly recasts the way we think about human frailty.” He adds, “We see that when kids with this kind of vulnerability are put in the right setting, they don’t merely do better than before, they do the best—even better, that is, than their protective-allele peers. “Are there any enduring human frailties that don’t have this other, redemptive side to them?”

As I researched this story, I thought about such questions a lot, including how they pertained to my own temperament and genetic makeup. Having felt the black dog’s teeth a few times over the years, I’d considered many times having one of my own genes assayed—specifically, the serotonin-transporter gene, also called the SERT gene, or 5-HTTLPR. This gene helps regulate the processing of serotonin, a chemical messenger crucial to mood, among other things. The two shorter, less efficient versions of the gene’s three forms, known as short/short and short/long (or S/S and S/L), greatly magnify your risk of serious depression—if you hit enough rough road. The gene’s long/long form, on the other hand, appears to be protective.

In the end, I’d always backed away from having my SERT gene assayed. Who wants to know his risk of collapsing under pressure? Given my family and personal history, I figured I probably carried the short/long allele, which would make me at least moderately depression-prone. If I had it tested I might get the encouraging news that I had the long/long allele. Then again, I might find I had the dreaded, riskier short/short allele. This was something I wasn’t sure I wanted to find out.

But as I looked into the orchid hypothesis and began to think in terms of plasticity rather than risk, I decided maybe I did want to find out. So I called a researcher I know in New York who does depression research involving the serotonin-transporter gene. The next day, FedEx left a package on my front porch containing a specimen cup. I spat into it, examined what I’d produced, and spat again. Then I screwed the cap tight, slid the vial into its little shipping tube, and put it back on the porch. An hour later, the FedEx guy took it away.

Of all the evidence supporting the orchid-gene hypothesis, perhaps the most compelling comes from the work of Stephen Suomi, a rhesus-monkey researcher who heads a sprawling complex of labs and monkey habitats in the Maryland countryside—the National Institutes of Health’s Laboratory of Comparative Ethology.

For 41 years, first at the University of Wisconsin and then, beginning in 1983, in the Maryland lab the NIH built specifically for him, Suomi has been studying the roots of temperament and behavior in rhesus monkeys—which share about 95 percent of our DNA, a number exceeded only in apes. Rhesus monkeys differ from humans in obvious and fundamental ways. But their close resemblance to us in crucial social and genetic respects reveals much about the roots of our own behavior—and has helped give rise to the orchid hypothesis.

(Page 2 continues at The Atlantic ...)