Where Good Ideas Come From

The trouble with error is that we have a natural tendency to dismiss it. When Kevin Dunbar analyzed the data from his in vivo studies of microbiology labs, one of his most remarkable findings was just how many experiments produced results that were genuinely unexpected. More than half of the data collected by the researchers deviated significantly

In fact, if you look at the entirety of the twentieth century, the most important developments in mass, one-to-many communications clock in at the same social innovation rate with an eerie regularity. Call it the 10/10 rule: a decade to build the new platform, and a decade for it to find a mass audience.