We become unable to consider other solutions when we think we already have one that works, even though it may not be accurate or optimal. It leaves us cognitively incapable of differentiating previous experiences with the current problem. So we may solve a problem but we don’t actually INNOVATE.

Einstelung is a German word that translates to setting, mindset, or attitude. The brain attempts to work efficiently by referring to past solutions without giving the current problem much thought. It’s stuck in a mindset. We apply previous methods to a seemingly similar problem instead of evaluating the problem on its own terms. This effect presents itself across various disciplines and skill levels. Whether we know it or not, we all experience it.

This book explores INNOVATION like never before.