The Holy Grail that mammoth Fortune 500 companies, nimble start-ups and driven individuals eagerly seek in their quest for success.

With norms hyper disrupted in the post-Covid economy and innovation waves getting shorter and quicker, the race to be first in innovation is now nail-bitingly intense. Design thinking, Blue Ocean, Working Backwards - there are innovation frameworks to fit every need and context.

Yet it remains elusive.

What if humans were simply not made to innovate? What if our brains were designed to be efficient, not innovative, to ensure we survived as a species?

In this surprisingly myth-busting book, Andreas Raharso debunks the assumption that human beings can continue thinking bigger and creating better as long as we have the right tools. Using research spanning from Nobel Laureate Herbert Simon's findings, the latest in MIT cognitive science labs and Nobel Prize winner Daniel Kahneman's groundbreaking work on System 1 and System 2 of the human brain, he proves that we can innovate only if we are able to escape from System 1.