How does the brain’s survival instinct prevent innovation–and what can you do about it?
- The brain wants pains solved first. The brain is wired to minimize loss. We want to keep what we already have. Equally, we are not interested in something new, until we address our pains. The brain seeks preservation over pleasure.
- Expertise is the enemy of innovation. We build neural pathways to known solutions. What we know best (or in some cases have heard most recently) becomes our default answer. Unfortunately, once we find an answer to a problem, we stop looking for other possible solutions. As a result, the tried and true wins out and we get more of the same.
- The brain wants solutions, not problems. In the world of business, we hear the expression, “Don’t bring me problems, bring me solutions.” From a survival perspective this makes sense. When faced with the possibility of being eaten by a lion, we don’t want to study our navel. Action is critical. However, in the world of innovation, the “problem” is actually more important.
- The brain craves commonality. Contrary to conventional wisdom, opposites do not attract. It is safer to be in a tribe of people who think the same way. Things get done quickly. It feels effortless. But the downside is that it thwarts innovation.
- The brain sees what it believes. The brain uses a pattern matching technique called “confirmation bias.” In a nutshell, it rejects anything that is inconsistent with your belief structure. […]
- Your brain only sees a fraction of reality. What you focus on expands, to the exclusion of everything else. The brain’s reticular activating system is designed to filter out 99.99 percent of the stimuli out there. This prevents the brain from being overwhelmed by information. Unfortunately, as a result, you miss out on opportunities because you cannot even see they are there. When you are a technology expert, the solution to every problem involves software/hardware. Opportunities are limited to your frame of reference.
- The brain thinks too much: The dorsolateral prefrontal cortex is the judgmental part of the brain. It is analytical and calculating. This is great for decision-making that requires logic. But it can kill innovation. When athletes choke, they are over thinking and constrict the neural pathways that allow access to their deeper capabilities.
I’ve quoted the seven challenges. Arguably, these issues apply to more than just our ability to be innovative