2 years ago

They could only have been dreamed up by a consultant who never stumbled upon a good idea in their life. The great ideas hit you when you’re in the shower, tossing and turning in bed, or riding a bike with Dr. Hofmann.

These are the three necessary criteria for a great ferment: great ingredients, the proper environment, and patience.

But you can design the best possible environment for the good ones to thrive and multiply, and that’s how we want to approach idea generation.

Here’s the Recipe Card: Find the best ingredients possible to ferment into great ideas, and aggressively prune everything you don’t want your brain to process.