In this 'free-dive' interview, Ben Gaddis, CEO of T3, an innovation firm that helps brands create value for consumers first and then build messaging around that value, explains how embracing irrationality drives innovation in business. Some of Ben's insights:Irrationality is closely linked to new ideasInnovation goes against hard-wired habits  and short-term needs (quarterly earnings)How to trick your brain to allow crazy ideasInnovation is about removing the constants from an industryThe impact of fear on innovationHow one-degree decisions drive innovation without negative impact on legacy businessThe 3-step innovation process: Identify the constants, develop an irrational vision, and make one-degree decisions every day to keep you on the path to that irrational vision.How to create a ripple effect of innovation in an organizationFocusing on innovation, Ben sets the vision for T3 to help clients build Useful Brands through a culture driven by collaboration, prototyping, and making cool stuff happen. He oversees all T3 offices in  Austin, Atlanta, Philadelphia, San Francisco, and Seattle.Ben has helped craft innovation, marketing, and loyalty strategies for 7-Eleven, Staples, UPS, Allstate, Coca-Cola, Sprite, and other clients.He launched T3’s Innovation Labs to help clients take an agile approach to conceptualize and bring new tech, digital experiences, and products to market. He also created T3 Ventures, which invests in and provides consulting and services to early-stage startups.Ben also serves as a Techstars mentor, a Wired contributor, and a frequent speaker at events.Learn more about Ben at   / bengaddis  Learn more about T3 at https://www.t-3.com/Ben invites you to pay what you like to download Embracing Irrationality: How crazy thinking can save your career, your company, and possibly the world.He wants to empower as many people as possible to start applying this mindset and methodology in their communities. All proceeds go to charity to support work during this crisis. Get the book at bengaddis.com

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