The Neuroscience of Mindset for Business Innovators


“Fear of failure […] is the single biggest obstacle to creative success”. IDEO’s innovation experts, David Kelley and Tom Kelley.

Our world is transforming faster than many of our systems and structures can handle. The ability to innovate is one of the most important issues of our time: it is the only way we will evolve beyond our outdated systems, structures and problems and find solutions that promote species- and planetary-wide thriving.  We are not born afraid of failure.  We learn to become afraid of it. Neuroscience shows us that once we have been conditioned to be afraid of something, we will not passively forget that it is scary. We must actively learn that it is not.


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