Listen To The Outsmart Your Instincts Podcast!

Where the Behavioral Innovation Approach Meets the Real World

In the Outsmart Your Instincts Podcast, host Adam Hansen explores what’s going on—under the radar—with non-conscious instincts (aka Cognitive Biases) that trip up innovation, and points towards some effective ways around them. He talks to some of the best and brightest in the world of innovation to explore how Cognitive Biases affect our work, and how we can all learn a new way to think.

Listen to more episodes: outsmart your instincts podcast on apple podcasts outsmart your instincts podcast on spotify outsmart your instincts podcast online


Don't Trust Your Gut. Read Our Book.

Even with the best intentions, our instincts often get in the way of innovation. The good news is that the Cognitive Biases that trip us up can be identified and overcome with the right tools and techniques. That’s why we wrote a book.

Order the book now

"By far the best reference on the cognitive biases that routinely curb our innovative efforts. A must read for leaders in marketing, innovation, brand management, and especially those involved in product/service development." - Brent Hathaway, Dean of Lee Business School at UNLV

Don't Trust Your Gut. Read our book Outsmart Your Instincts.
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Our expert speakers don’t just talk about innovation techniques—they put them into practice each and every day. So we won’t just tell you how to innovate and overcome roadblocks to creativity—we provide real tools and techniques to help you access your innate innovator and come up with creative solutions to your challenges.

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The Behavioral Innovation approach merges breakthroughs from behavioral science with business innovation.


The focus is on the 8 Cognitive BiasesNegativity Bias, Availability Bias, Confirmation BiasThe Curse of Knowledge, Status Quo Bias, Confabulation, Conformity Bias and Framing—that get in the way of creativity and creative thinking.

Each chapter teaches you how to identify and overcome these barriers to innovation so you can be a better innovator.

Throughout our book, we explore eight of the largely nonconscious Cognitive Biases that we’re predisposed to. Cognitive Biases are a collection of mental shortcuts that have evolved in our brains over time, shaping our judgment of the world. Social scientists confirm that all humans have them—across age groups, across cultures. To be human is to have Cognitive Biases.

And, Cognitive Biases make innovation difficult.

But we hope we can help do something about it. We may not be able to get rid of these biases, but learning about them—and how they impact our own thinking—can make important and helpful differences in all of our work.

If you would like to learn more about Cognitive Biases, keep checking this space for new e-books, videos, articles and downloads. Here are a few things to get you started:

Cognitive Biases Guide

Cognitive Bias Cheat Sheet

Need a quick reference guide for the eight Cognitive Biases that make the biggest impact on your innovation efforts? Download our one-pager now.


How Do You Choose? An Academic Look at Insights


Ideas To Go CEO Ed Harrington interviews Zoë Chance, Assistant Professor of Marketing at the Yale School of Management, about why people make the choices they do. Prepare to be fascinated by the way so many of our choices are subject to outside influence.

Cognitive Biases Overview

Why is innovation so hard? Simply put, the deck is stacked against us. ITG's Adam Hansen provides a quick overview of a few of the Cognitive Biases that make innovation hard.

Why Is Innovation So Hard?

Why is Innovation So Hard?

Although hurdles vary from business to business, the plain fact is that innovation work is hard. But is there something even deeper tripping us up? Check out our e-book to learn how Cognitive Biases may be influencing your decision-making—and how you can get on the right track.


Request your own custom Cognitive Bias training.

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Case Study

Pizza Hut Cheesy Bites Pizza

To aid their efforts to bring fresh, new ideas to the category, Ideas To Go organized a round of ideation and qualitative evaluation for pizza ideas that would be desirable to kids, and approved by moms. 

Read the Study

Pizza Hut Cheesy Bites
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