what if I told you that everyone here
tonight every single one of us share a
trait with the greatest innovators
mm-hmm to walk the planet would you
believe me it’s true in fact it’s
hardwired into us as humans and it’s as
important to innovation at Apple today
as it was when Albert Einstein
formulated the theory of relativity it
allows relatively unassuming people like
Philo Farnsworth to develop the image to
sector which we call the television in
Stephanie Kwolek in 1965 to develop a
lightweight fiber that would
revolutionize aircraft space vehicles
and save hundreds of thousands of lives
on battlefields across the globe the
secret behind Kevlar and the television
is intuition in his autobiography Steve
Jobs wrote intuition is more powerful
than intellect and Stephen Hawking said
there is no prescribed route to follow
to arrive at a new idea
you must take an intuitive leap now I
admit when I hear intuition I get a
vision of a 1940’s Bela Lugosi movie
I mean intuition that’s the big secret a
gut feeling well the gut does use more
than 30 neurotransmitters that’s the
same as the brain and it’s home to over
a hundred million neurons that’s more
than the spinal cord and since its
discovery the enteric nervous system has
often been referred to as the second
brain and while it’s true some of us
have larger second brains than others
measurement for intuition has been a
challenge but imagine if we could
measure intuition companies could could
test for and staff people really high in
the intuitive scale we could staff our
product development departments with
Intuit thank you
very least at very least measurement
would lend credence to what the greatest
innovators in history have been telling
us they credit this esoteric knowing
without knowing how they no wikipedia
defines it as the ability to acquire
knowledge without proof evidence or
conscious reasoning and that sounds like
a superhero power to me but measurement
if if we could really get a handle on
the measurement I think we would finally
bring some legitimacy to intuition well
the group of researchers at the
University of South Wales has actually
developed a test for intuition and they
published their findings in
Psychological Science and the results
were amazing so what they did is they
they they showed a screen of like
amorphous blobs right and they were
asking the participants to identify if
they were moving to the right or to the
left and then they did the test over
again only this time they used the
technique called flash suppression that
sent highly charged emotional images
directly at the rear part issah pants
but it was below their threshold of
conscious awareness and the test showed
that when these participants receive
these unconscious images their test
scores went through the roof and not
only that but over time their test
scores continued to improve the
researchers proved that unconscious
emotional images can concurrently affect
unconscious emotional images affecting
non emotional behavior so at the end of
the read of the of the testing it was
proven definitively that intuition
exists we all have it were hardwired for
it if it wasn’t for intuition people
like Oprah Winfrey Sir Richard Branson
Nikola Tesla Albert Einstein
Steve Jobs and yes our friend Philo
Farnsworth Philo would have never made
his contributions to society if it
hadn’t been for intuition Philo would
have never created the television if he
hadn’t intuitively envisioned sending
electrons and rows intuition and this is
important if Philo didn’t have a working
knowledge of electronics his vision of
sending electrons would have been
nothing more than a daydream because
it’s where intuition and practical
knowledge collide where we create new
processes new ideas and new concepts
excuse me new ideas new concepts
that’s where intuition is born Malcolm
Gladwell stated it really well he said
truly good decision-making relies on the
balance between deliberate and
instinctive thinking intuitions real
it’s hardwired into every one of us
Albert Einstein called it a gift use it
bounce it off practical knowledge and
try to find solutions that satisfy both
in a world dominated by big data more
and more corporate decisions are being
made by big data like AI analytics
there’s an algorithm for everything
today more than ever we cannot lose
sight of the fact that the greatest
innovators of all time have told us and
they’re not shy about it
human intuition is the cornerstone of
innovation use it in a world dominated
by big data I believe the future of true
innovation is relying on it thanks
[Applause] [Music]
tonight every single one of us share a
trait with the greatest innovators
mm-hmm to walk the planet would you
believe me it’s true in fact it’s
hardwired into us as humans and it’s as
important to innovation at Apple today
as it was when Albert Einstein
formulated the theory of relativity it
allows relatively unassuming people like
Philo Farnsworth to develop the image to
sector which we call the television in
Stephanie Kwolek in 1965 to develop a
lightweight fiber that would
revolutionize aircraft space vehicles
and save hundreds of thousands of lives
on battlefields across the globe the
secret behind Kevlar and the television
is intuition in his autobiography Steve
Jobs wrote intuition is more powerful
than intellect and Stephen Hawking said
there is no prescribed route to follow
to arrive at a new idea
you must take an intuitive leap now I
admit when I hear intuition I get a
vision of a 1940’s Bela Lugosi movie
I mean intuition that’s the big secret a
gut feeling well the gut does use more
than 30 neurotransmitters that’s the
same as the brain and it’s home to over
a hundred million neurons that’s more
than the spinal cord and since its
discovery the enteric nervous system has
often been referred to as the second
brain and while it’s true some of us
have larger second brains than others
measurement for intuition has been a
challenge but imagine if we could
measure intuition companies could could
test for and staff people really high in
the intuitive scale we could staff our
product development departments with
Intuit thank you
very least at very least measurement
would lend credence to what the greatest
innovators in history have been telling
us they credit this esoteric knowing
without knowing how they no wikipedia
defines it as the ability to acquire
knowledge without proof evidence or
conscious reasoning and that sounds like
a superhero power to me but measurement
if if we could really get a handle on
the measurement I think we would finally
bring some legitimacy to intuition well
the group of researchers at the
University of South Wales has actually
developed a test for intuition and they
published their findings in
Psychological Science and the results
were amazing so what they did is they
they they showed a screen of like
amorphous blobs right and they were
asking the participants to identify if
they were moving to the right or to the
left and then they did the test over
again only this time they used the
technique called flash suppression that
sent highly charged emotional images
directly at the rear part issah pants
but it was below their threshold of
conscious awareness and the test showed
that when these participants receive
these unconscious images their test
scores went through the roof and not
only that but over time their test
scores continued to improve the
researchers proved that unconscious
emotional images can concurrently affect
unconscious emotional images affecting
non emotional behavior so at the end of
the read of the of the testing it was
proven definitively that intuition
exists we all have it were hardwired for
it if it wasn’t for intuition people
like Oprah Winfrey Sir Richard Branson
Nikola Tesla Albert Einstein
Steve Jobs and yes our friend Philo
Farnsworth Philo would have never made
his contributions to society if it
hadn’t been for intuition Philo would
have never created the television if he
hadn’t intuitively envisioned sending
electrons and rows intuition and this is
important if Philo didn’t have a working
knowledge of electronics his vision of
sending electrons would have been
nothing more than a daydream because
it’s where intuition and practical
knowledge collide where we create new
processes new ideas and new concepts
excuse me new ideas new concepts
that’s where intuition is born Malcolm
Gladwell stated it really well he said
truly good decision-making relies on the
balance between deliberate and
instinctive thinking intuitions real
it’s hardwired into every one of us
Albert Einstein called it a gift use it
bounce it off practical knowledge and
try to find solutions that satisfy both
in a world dominated by big data more
and more corporate decisions are being
made by big data like AI analytics
there’s an algorithm for everything
today more than ever we cannot lose
sight of the fact that the greatest
innovators of all time have told us and
they’re not shy about it
human intuition is the cornerstone of
innovation use it in a world dominated
by big data I believe the future of true
innovation is relying on it thanks
[Applause] [Music]
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