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Entrepreneurs are venerated in the business world for good reason: They shatter the status quo by doing new things — or old things in new ways. The successful entrepreneur must incubate a new, value-adding idea and take it to market in a way that optimizes the startup’s success. At the same time, the entrepreneur must outsmart the brain’s bias against innovation.

All of the creative capabilities required for entrepreneurial innovation actually go against the wiring in our brains. In fact, many of our instincts hold us back when it comes to innovating. We’re descendants of risk-averse ancestors whose self-preservation instincts steered them away from unknown territory. We all have inherent Cognitive Biases that limit new ways of doing things. But, in today’s hypercompetitive world, startup success rests on an entrepreneur’s ability to overcome this ancestral DNA that limits breakthrough ideas.

To find out more about how Negatvity Bias, Curse of Knowledge Conformity Bias and Framing stifle creative ideas and innovation, visit the Money Inc. website.

For more information on all 8 Cognitive Biases that affect innovation, read Outsmart Your Instincts: How the Behavioral Innovation™ Approach Drives Your Company Forward.

Ideas To Go

Ideas To Go is an innovation agency that works with Fortune 500 companies in ideation and concept development to incorporate the voice of the consumer.