As humans, we ignore a lot of things- things we think are irrelevant or a hindrance to our ability to survive. It’s a natural, automatic process that our nervous system employs to ‘free up’ conscious processing- this generally takes the form of habit formation, known as habituation or sensitisation. For survival, these processes are fantastic (!), but they’re not so great for creative process. Complacency is the enemy of creativity! In this great chat, Tony Fadell points out that making a point of ‘noticing things’ is the first step in the creative process- finding opportunities for creativity, design and innovation.