this result was particularly evident in people who were defined as “introverted” and tended to use more mental energy suppressing spontaneous or errant thoughts. The idea is that when you think of yourself as a child, your brain seems to reduce the power of the executive function, which is associated with adulthood—a simple trick to help you become

“In most people’s vocabularies, design means veneer,” said Steve Jobs. “Nothing could be further from the meaning of design. Design is the fundamental soul of a man-made creation. Design needs to be a fundamental part of the value proposition, not just a beautifying thing.”

Just because you love an idea and think it’s great does not mean that your intended market will respond accordingly. Innovators can become so attached to a particular iteration of a concept that they miss information telling them to pivot one way or another to improve on their innovation.

The hard part is not deciding which features to add; it’s deciding which to leave out. Focus on what’s important and truly useful, and keep things simple and accessible for all.

The abundance of brain research indicates that much of our ability to have insights, see connections, be creative, and innovate better is governed by controllable factors. Your brain can reinvent itself through many thought- and activity-based actions that spark the creation of new pathways that reroute, readjust, and otherwise change the brain’s

The ability to find meaning in various combinations of observation and knowledge, memory and emotion, springs from completely human qualities of intuition and instinct.

People are not yet talking about “culture strategy,” but they will, especially as popular culture has become the prevailing culture.

The diffusion process begins with a few early adopters, individuals who then spread the word among their circle of acquaintances. The process typically takes months and sometimes even years.

So how do you identify what makes the consumer tick in the context of innovation? Through innovator’s insight. The really big news in terms of those insights is understanding culture.