In this Tugboat Institute® talk, Amy Bonsall draws on her experience at IDEO to argue that uncertainty is an essential ingredient for creative growth rather than a flaw to be rushed through. She cautions against the use of the word “experiments” that can carry heavy expectations—rigid goals that trigger stress and shut down neural pathways—and instead advocates for the language of “light actions.”

By shifting from heavy experiments to small, curiosity-driven actions, leaders can foster a mindset of Pragmatic Innovation where the primary goal is learning rather than gaining immediate revenues. This approach allows teams to tap into their creative brains and build deeper trust while effectively learning and testing what really works.