Taking the lead in innovation requires wrestling with a three-headed problem: the future is hard to foresee, most ideas die, and great concepts don't last. So what does it take to function creatively in the way you design? Stanford neuroscientist, best-selling author, and television personality David Eagleman translates brain science into actionable advice for generating new ideas and staying ahead in rapidly-changing environments, such as health care. Using a variety of examples from the business and design worlds—and the neuroscience that animates them—he breaks down the innovation process and helps understand how to avoid cognitive ossification.