Next Practice now trumps Best Practice. The Holy Grail that mammoth Fortune 500 companies, nimble startups and driven individuals eagerly seek in their quest for success. With norms hyper disrupted in the post-Covid economy and innovation waves getting shorter and quicker, the race to be first in innovation is now nail-bitingly intense. Design thinking, Blue Ocean, Working Backwards - there are innovation frameworks to fit every need and context. Yet it remains elusive. What if humans were simply not made to innovate? That our brains were designed to be efficient, not innovative, to ensure we survived as a species.