Behavioral Innovation™ Approach

We weave the Behavioral Innovation approach throughout our entire process.

The Cognitive Biases that impede innovation carry the force of thousands of generations of intuitive behavior. And while psychology and behavioral economics have recently become integral to business innovation, they haven’t merged as one cohesive solution until now. Our Behavioral Innovation™ approach is based on understanding—and identifying—what inherent biases trip us up and how to work to overcome them so innovation opportunities can emerge. It’s innovation that goes into your head, your daily work, and ultimately into how you approach life. It helps you look for opportunities and makes you stop and think about what motivates a particular decision.

We start by explaining the 8 cognitive biases that cause the most mayhem in innovation: Negativity Bias, Availability Bias, The Curse of Knowledge, Status Quo Bias, Confabulation, Conformity Bias, Confirmation Bias and errors of Framing, then showing client teams what they look like in detail (so it's easy to recognize them), and finally giving everyone the specific steps to combat them as we progress through the divergent/endless possibilities part of our process through the convergent/strategic alignment phase—and even through initial qualitative testing.

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Creative Problem Solving Model

Let's get down to brass tacks about the creative process. It is not some wild, get crazy, do-whatever-you-feel endeavor. It is a structured and extremely effective methodology. Process matters. And the perfect process to follow when you to tackle is problem is the Creative Problem Solving Model.

Forness® Thinking

In innovation, as in life, negative responses only lead to dead ends. In addition to new ideas drying out, progress stalls, ideas get safer instead of more innovative, and team members quit participating altogether. We employ a method called the Forness® response to counteract this environment and create a world of YES.

Creative Consumers® Associates

The creative voice of the customer is at the heart of everything we do. That's why we have a co-creation dream team, ready for any business challenge. Our Creative Consumers® associates are just like your target customers—but highly trained in creative problem solving—so they provide rich insights and smart solutions. You'll never think of consumer work the same way again.

Outsmart Your Instincts

"Just trust your gut" is great advice when your instinct tells you to run from a lion in the jungle. But when it comes to innovating your business, those instincts can be your own worst enemy. It's time to let go of the Cognitive Biases that get in the way of fresh new ideas, and learn a new way to think.

Creating a Culture of Innovation by Overcoming Biases

Watch as Ideas To Go's President, Beth Storz, outlines the 8 Cognitive Biases that impede innovation. Because even with the best intentions, our instincts often get in the way of innovation. The good news? The Cognitive Biases that trip us up can be identified and overcome using the right tools and techniques.


Learn the Behavioral Innovation approach in an engaging training

While experiencing each Bias, you'll be able to interact with your team to find solutions to real problems. Spanning a half- or full-day, our expert Facilitators provide you with an arsenal of tools to circumvent each of the 8 Biases, leaving you ready to move your brand forward. Download the Behavioral Innovation Training Overview to see how we help Fortune 500 companies innovate without Biases.


The 8 Major Cognitive Biases That Impede Innovation

Availability Bias
Confabulation Bias
Confirmation Bias
Conformity Bias
Curse Of Knowledge
Framing Effect
Negativity Bias
Status Quo Bias

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Case Study

UnitedHealth Group Innovation Training

To help UnitedHealth Group's goal to provide ongoing innovation leadership for their employees, Ideas To Go produced a 12-month series of training events for almost a thousand people.

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UnitedHealth Group Behavioral Innovation Training logos
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