Evolutionary forces are applied as a framework for understanding the dynamics that determine which insights, generated from a corporately-funded ethnography, flourish in the organization and which fail to thrive. Using duel-inheritance theory model, the paper explores sui generis elements of the ideas themselves, contextual variables, the mechanics and mediums of transmission, as well as contextual selective pressures such as how organizational structures trigger prestige bias. Leveraging anecdotal data, the paper points to the value of evolutionary theory as a framework for understanding broad patterns of information dissemination.