Idea Inertia

You know those vivid and lucid dreams you have whenever you're in deep REM sleep?

The ones you have to think about after you wake up and try hard not to ascribe some arbitrary meaning to.

The ones you annoyingly describe to your friends because it's just that intriguing.

They're written like a good novel: This happened causing this to happen. But then this happened and so this happened in response.

A snowball effect takes place and the story starts writing itself while you're simply along for the ride.

Groundbreaking ideas are often pieced together in the same fashion — initially subconscious and blurry but later real and radiant.

All we need is a catalyst that bridges these different states of being — something that guides our neglected ideas back into the toll lanes of our frontal cortex.

Our brain loves to make connections. It's perhaps its most important job and there's a good reason why.

One of the mechanisms that triggers dopamine release is spotting patterns. Think about the last time you did a crossword puzzle or a word search — you probably went a few minutes without discovery, got a little frustrated, and then boom, completed one. After the initial setback, you finished three or four in a row. This is because the brain is hardwired to spot patterns. It's how you get on a roll.

Good ideas lead to more good ideas.

Just like anything else — the hardest part is always getting started.

But once you do, the inertia will carry you along the path toward discovery.

This is how we helps ordinary people build extraordinary products.