Want creative breakthroughs? Harness your unconscious mind

12/7/2012 | FastCoCreate

Asking consumers what new products or services they need is "like asking the political affiliation of a tuna fish sandwich," Douglas Van Praet writes. People simply can't consciously access their deepest desires, Van Praet explains. "The truth is the unconscious mind, the seat of our motivations, communicates in feelings, not words," he writes.

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