When Amazon announced its plan to buy iRobot, most analysts shrugged. Amazon doesn’t make vacuums, so where’s the harm? Regulators seemed to agree. It looked like the deal would sail through.

But one individual — a former student of Stanford’s d.school — saw the story differently.

From a single design class, she learned the mindsets of innovation: learning from others, discovering insights to reframe problems, and quickly creating prototypes to test the ideas through studying design thinking. These Innovation-ish Mindsets are shared by design thinking and all popular innovation and creative problem-solving methods. She didn’t leave those lessons in the classroom. She carried them into her activism, forging her own path forward.

Drawing on her experience leading computer vision and IoT teams at Ring, she recognized that the merger wasn’t about vacuums at all. It was about ecosystems: patents to strengthen Amazon’s warehouses, connected devices to expand its Sidewalk network, and data to deepen AWS’s dominance.

Based on that insight, she took a small step forward. She used a prototyping move to test her core idea to see if it resonated. She wrote a 50-page paper reframing the merger as a systemic threat and sent it to the European Commission. Within a week, the Commission responded and issued objections. A few months later, Amazon and iRobot abandoned the deal.

She was one person against one of the world’s most powerful companies, and the only way to succeed was to influence one of the largest regulatory institutions, the EU Commission.

At first glance, it looks like a moonshot, the kind of challenge that would take years of lobbying and armies of lawyers. But here’s the truth: it wasn’t a moonshot at all. It was a roof-shot — a well-aimed, achievable effort that produced a giant, system-level impact.

From Innovation-ish Mindset Lessons to Global Activism

She doesn’t call her work activism. She calls it design. “I’m simply designing level playing fields for new entrants,” she says.

That framing is no accident. It comes directly from the Innovation-ish approach of creating breakthrough solutions of all kinds from products to problems of power, policy, and fairness.

The Innovation-ish mindsets she practiced in class became the foundation for her activism:

• Insights Mindset: Reframing the question. Regulators asked, “Does this harm competition in vacuums?” She asked, “Why would Amazon sell the vacuums at a loss?”

• Iterations Mindset: Prototyping her perspective through the 50-page paper — testing whether her reframing would resonate.

• Implications Mindset: Mapping system-level consequences, much like ecologists track how one change cascades through an ecosystem. She asked, “What ripple effects will this create across logistics, cloud, and IoT?”

• Inspirations Mindset: Telling a story that regulators could act on. Instead of fighting a merger, she invited them to see a bigger picture of leveling the playing field.

Redefining What’s Possible

At first, the thought of taking on Amazon and the EU Commission might seem impossible. But her story proves that a breakthrough idea doesn’t always require moonshots. Sometimes, a targeted roof-shot based on the right insights can create global impact.

That’s the essence of being Innovation-ish: real people making small moves, intentionally chosen using the six innovation-ish mindsets, applied to the real world’s biggest challenges.

Moonshots will always inspire us. But as her story shows, never underestimate the power of a well-aimed roof-shot.

From Apathy to Action

Today, when global problems can feel overwhelming, we need more people who think this way. Policymakers, entrepreneurs, and activists can apply Innovation-ish mindsets to uncover hidden consequences, frame problems differently, and make small moves that build momentum.

What’s the big challenge you want to take on, but feels too big. You don’t need an army of lawyers or infinite resources to make change. You just need to change your mindset and think differently. Then, you can take your shot.

In our 15 years teaching innovation and creative problem-solving—from Stanford and Harvard classrooms to leading global companies—we've seen this kind of hesitation everywhere. We call it Innovation Hesitation, and it holds people back more than you might think.

Innovation Hesitation comes in three main forms:

• The Creativity Gap: This is the false belief that creativity is a rare gift reserved for a few special people. We've asked thousands of professionals, "Raise your hand if you consider yourself creative or an innovator." Typically, fewer than 10% do. Yet, nearly every elementary school child eagerly raises their hand. Over time, social expectations and rigid structures erode our natural creative confidence.

• Innovation Mythology: Ever thought innovation only happens in special places filled with 3D printers, sticky notes, and whiteboards? Or that it takes a lone genius with a sudden "Eureka!" moment? These myths distort our view of innovation, making it seem unreachable. In reality, innovation happens everywhere, often quietly and incrementally.

• Cognitive Caution: Our brains naturally avoid uncertainty and risk, often holding us back from pursuing new ideas. Consider Kodak, which famously dismissed the digital camera because it threatened their successful film business, eventually leading to bankruptcy. This caution is common—we all instinctively favor familiarity over risk and uncertainty.

The good news is that anyone can overcome these barriers. Innovation isn't reserved for the special few. Cognitive science confirms that creativity and innovation are skills you can develop and strengthen, just like muscles.

Navigating Innovation with the Innovation Compass

We developed the Innovation Compass to help people confidently navigate through their hesitation and find their creative confidence. Unlike a rigid process, the Innovation Compass is flexible—it adapts to the real-world uncertainty of creative problem-solving. It has three practical components: Mindsets, Moves, and Metacognition.

• Mindsets are the lenses you use to view challenges in a different light. They encompass perspectives such as curiosity, empathy, and resilience. Choosing the right mindset helps you identify opportunities where others see obstacles.

• Moves are small, actionable steps you take to test and refine your ideas. Moves help you maintain momentum, learn quickly from real-world feedback, and keep moving forward even when things aren't perfectly clear.

• Metacognition is the act of reflecting on your own thinking process. By stepping back to ask, "What worked here? What didn't?" you continuously improve your approach and avoid getting stuck in old habits.

Getting Started: Overcoming Your Innovation Hesitation

If you're facing hesitation or self-doubt, remember: innovation isn't magic; it's a method. In less than ten minutes here are three concrete steps that you can take today to start overcoming your Innovation Hesitation:

• Take one small, scrappy step. Think of a problem you have been trying to solve, at work or in life. Now set a 10-minute timer and move it forward: draft the first slide, sketch the rough idea, write the first paragraph, send the first email. Take one step.

• Bust your own innovation myths. Jot down three beliefs you hold about creativity and innovation. They might be something like“I’m not the creative one,” “Innovation takes big funding,” “Innovation happens by lone geniuses.” Now name a moment from your life or work, or evidence from the world that proves each one wrong.

• Reflect and recalibrate. Open a note or grab a sticky. Make two columns: “Working well” and “Needs a tweak.” Think about your last week and how you work, collaborate, and plan. Write three items in each. Then pick one tweak to try this week.

When you embrace this approach, innovation becomes an everyday practice, not just an occasional event. By taking those first small steps and continuously reflecting on what's working, you'll gradually build the habits and confidence to tackle even your most daunting goals.

So what are you waiting for? It's time to start overcoming your Innovation Hesitation and unlock your full creative potential. Preorder Innovation-ish at www.innovationish.com or anywhere books are sold.

We regularly ask thousands of professionals and students a simple question: "Raise your hand if you consider yourself creative or an innovator."

Even among successful leaders, fewer than 10% of hands go up. Yet, in elementary classrooms, nearly every child raises their hand eagerly. Over time, experiences, social expectations, and strict rules have chipped away at our natural creative confidence.

But cognitive science tells us something different. Research shows creativity and innovation aren't innate gifts limited to a special few. Anyone can be creative and innovative with practice and intention. Our brains are naturally capable of creative problem-solving. What holds us back isn’t ability; it’s learned hesitation and self-doubt.

Making innovation human and approachable

We wrote Innovation-ish because we realized the real issue was how innovation itself was portrayed. Rather than being serious and formal Innovation, it needed to be more Innovation-ish.

Successful innovation rarely follows rigid processes, even though they're often presented as fail-safe solutions. Real innovation is dynamic, flexible, and filled with ambiguity.

We created Innovation-ish because innovation should be practical, messy, and open to anyone willing to engage and adapt. It’s not mystical or reserved for a select few; it's a human process available to everyone.

We've seen this in action:

• At Dermalogica, employees challenged an old rule against creating hardware devices. By prototyping handheld spa tools internally, they opened an entirely new market without relying on outside experts or formal processes.

• The Native American Community Clinic shifted its focus from simply treating homeless patients to addressing the root cause: housing. By reframing the problem using their existing intuitive ways of working, they found a more sustainable and innovative solution.

These examples highlight what we’ve seen again and again:

• Innovation can come from anyone.

• You don't need rigid processes to innovate effectively.

• Real innovation often involves looking at problems differently.

The principles behind Innovation-ish

Innovation-ish is built around the Innovation-ish Compass, a practical guide we created by studying over 80 innovation methods and drawing on cognitive sciences, neuroscience, and the psychology of creativity. It has three simple parts:

• Mindsets – Ways of thinking that help you stay curious and adaptable.

• Moves – Small, practical actions you take to test and refine your ideas.

• Metacognition – Reflecting on what you’ve done and deciding how to improve next time.

The Compass doesn’t dictate a strict path - it is not a map. Instead, it helps you navigate by choosing your next move based on what makes sense in the moment and where you are with your project.

We have noticed that students and organizations who use Innovation-ish build stronger innovation cultures. They experiment, learn from failures, and continuously grow. This leads to:

• Better adaptability

• Stronger problem-solving skills

• Cultures that truly value creativity

Innovation isn't about doing everything perfectly. It's about trying new things, learning from the outcomes, and constantly improving.

The main point

Innovation isn’t reserved for special people or extraordinary circumstances. Cognitive science shows us clearly that everyone has the capacity to innovate and to engage in creative problem solving. It’s about seeking out uncertainty, pushing past learned hesitation, and practicing creativity regularly.

By embracing the mindsets, moves, and metacognition of the Innovation-ish Compass, anyone can unlock their natural creative potential and start innovating in a practical, approachable way. This approach empowers people to tackle challenges with fresh perspectives, learn from failures, and continuously improve. Innovation is a human process available to all, not just a select few.

If you're ready to unlock your inherent creative abilities and start innovating confidently, Innovation-ish is here to guide you.

Preorder the book and learn more via www.innovationish.com

Innovation-ish: How Anyone Can Create Breakthrough Solutions to Real Problems in the Real World.

If your team is spinning on some ideas, stuck in complexity, or facing tough problems with no clear path forward, Innovation-ish is a new way to help move forward.

This book distills everything we’ve learned from working with organizations of all sizes and from not-for-profits to Fortune 100 companies, and what we teach at places like Stanford and Harvard. It’s practical, science-backed, and built for people who solve real-world problems—but don’t always see themselves as “innovators.”

In the book you’ll find out:

• How Innovation Hesitation holds back successful creative people from creating innovative solutions

• The Innovation Dynamics needed to create breakthrough solutions

• How the Innovation Compass can help you navigate your challenges and give you a clear direction and the small steps to start and keep momentum

Get ready to make your team’s hardest challenges feel a bit smaller and more solvable.

Find out more at www.innovationish.com