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.
"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