Once you identify the strategy, it becomes easier to play with different tactics.

From a scientific perspective, opinions present several problems. Opinions are sticky. Once we form an opinion—our own very clever idea—we tend to fall in love with it, particularly when we declare it in public through an actual or a virtual megaphone. To avoid changing our mind, we’ll twist ourselves into positions that even seasoned yogis can’t h

When we start with a single hypothesis and run with the first idea that pops into mind, it’s much easier for that hypothesis to become our master. It anchors us and blinds us to alternatives sitting in the periphery.

As a result, at the outset of their investigation, scientists refrain from stating opinions. Instead, they form what’s called a working hypothesis. The operative word is working. Working means it’s a work in progress. Working means it’s less than final. Working means the hypothesis can be changed or abandoned, depending on the facts. Opinions are d

The moment we pretend an activity is routine is the moment we let our guard down and rest on our laurels. The remedy is to drop the word routine from our vocabulary and treat all our projects—particularly the successful ones—as permanent works in progress. NASA didn’t lose a single crew member in space during the Apollo, Mercury, and Gemini mission

The path, as the mystic poet Rumi writes, won’t appear until you start walking. William Herschel started walking, grinding mirrors, and reading astronomy-for-dummies books even though he had no idea he would discover Uranus. Andrew Wiles started walking when he picked up a book on Fermat’s last theorem as a teenager, not knowing where his curiosity

There are two responses to negative feedback from a credible source: Deny it or accept it. Every great scientist chooses the latter,

As these examples show, instead of creating artificial testing environments disconnected from reality, we’re better off observing customer behavior in real life. If you want to design a better newspaper, watch people read the paper. If you want to design a better kid’s toothbrush, watch kids brush their teeth. If you want to see if people will love

Our instinct in our personal and professional lives is to prove ourselves right. Every yes makes us feel good. Every yes makes us stick to what we think we know. Every yes gets us a gold star and a hit of dopamine. But every no brings us one step closer to the truth. Every no provides far more information than a yes does. Progress occurs only when