Douglas Van Praet describes how the unconscious and the emotional drive people, and how they, not tests, should drive the business of bringing ideas to life. He offers four ways to reframe the innovation process. There’s a costly misconception hindering innovation. Marketing models hold that strategic reasoning must always precede and inform emotional execution. Before we decide to try an idea, we must first prove its worth by conscious knowledge untainted by feeling. But neuroscience suggests this is not only wrong, it’s backwards. If “knowledge is power” we must understand cognition or the “process of knowing.” Cognitive science tells us that discoveries and decisions are made largely unconsciously. And feelings not reasoning come first. Emotions precede and inform rational understanding…..

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