The Value of Generative Research

The other day I spoke with a friend whose father suffered from an illness that has left him physically altered, and she told me how these perceived limitations have affected the state of his emotional wellbeing. From her telling of it, it’s hard for her father to imagine that he will one day be in a better mental state than he is today.

This failure to imagine a future state being different than our current state has been described as “projection bias” by one of my teachers, George Loewenstein. I think it’s among the most pervasive biases that impact decision making on a daily basis. Accordingly, it has implications for how we innovate.

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