All of imagination - everything that we think, we feel, we sense - comes through the human brain. And once we create new patterns in this brain, once we shape the brain in a new way, it never returns to its original shape.

Most organizations do not value imagination, do not encourage it, do not reward it. In many cases, they don't even think about it. But if you're not thinking about imagination, I guarantee you're not going to have meaningful innovation.