Human behaviour doesn't run on objective reality.

It's driven by meaning and context.

Google, Starbucks, Uber,

they're really the product of a psychological discovery, not a technological one.

Uber doesn't necessarily reduce your wait time for a cam.

What it does is it reduces the psychological pain of waiting

because you can see there's a car on the way.

That's what changes the game.

You can make something worth 10 times as much money

simply by tweaking with the brain, not the thing itself.

Well, it's magic. I think that the whole advertising industry has totally lost the plot

and that it has become obsessed with that part of advertising

which is a media and targeting optimization process.

If we assume only that our job is to be the best at something, and if we define ourselves by our competitors, we'll be even worse, because we're trying to be better at something that a lot of people are already good at.

What's the point of doing that?

Don't be second in a category, invent a new category with your first?

Exactly. Innovation tends to happen around the edges.

The people who successfully innovators are often quite happy to go against the grain.

Become comfortable with ambiguity.

The more ways in which you can look at something, the richer you are. The world is changing.

Inspiration is everywhere.

It has never been so easy to connect, share, and bring people together.

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