A Deeper Truth: The New Science of Innovation, Human Choice and Societal Scale Behavior

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A Deeper Truth explains why 90% of new products fail, the neuroscience behind human choice, and how disruptive successes leverage the fundamental nature of human decision-making. Backed by research across a dozen disciplines, A Deeper Truth provides a comprehensive explanation for disruptive events even in the arenas where Clayton Christensen himself acknowledges Disruption Theory fails.Filled with engaging stories and anecdotes, this book succeeds at being entertaining while revolutionizing our understanding of how genetic, neurological, and social forces influence our perception, behavior, and the choices we make to adopt or reject new things. From new products to social norms, these forces are reduced to rules that can be readily applied to de-risk innovation, predict how groups will respond, and ensure the success of your next change initiative, new product, or start-up."It's a page-turner!" - Hesham Soliman, CEO of Elevate Technologies"Surprising, entertaining, and enlightening." - Pavel Dvorak, Principal Azure Pro Pty. Ltd.