The most common reaction to a great idea isn’t immediate recognition. For many great ideas, when first presented to an audience, the initial reaction is rejection. It all boils down to risk.

We have not just grown up with stories – to inspire, to learn language and teach morals – we have evolved with them. Opening our minds through creatively placed words is part of our make-up.

Tim Brown, CEO at IDEO, says with 600 staff across 12 time zones, the company has to make an effort to keep communication as real as possible. He believes that a large part of communication is non-verbal.