The Behavioral Innovation™ Approach

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.