Founder & CEO, Lab of Misfits/Lab of Misfits AR
“Once you understand how perception works, you can't but help see yourself in the world in a different way and engage in it in a different way.”
Dr. Beau Lotto is a neuroscientist and world-renowned expert in perception. His research explores the ways in which we experience the world through our own versions of reality. As Beau puts it, "the brain never sees the world as it actually is, only the world that is useful to see." By illuminating these principles of perception he has helped individuals and companies transform their approach to creativity and innovation.
Beau is also the founder of the world’s first neuro-design studio, Lab of Misfits. Part lab, part creative studio, Lab of Misfits takes a disruptive approach to research, partnering with brands to blend science, art and performance to explore pivotal principles in current culture. Their "experiential experiments" invite consumers to engage with brands and offer brands science-backed insights that foster innovation.
Previous and current Lab of Misfits partnerships include: Cirque du Soleil (awe and wonder), L’Oreal (empowerment), The Charles Koch Institute (tolerance), BCW Public Relations (insight) and The London Science Museum (curiosity).
Beau's latest book, Deviate: The Science of Seeing Differently, explores the surprising science of creativity and unveils the unexpected relationship between perception, reality and innovation.