To understand unthink we should start with why we think. Thoughts are formed as we make sense of the reality around us.

From an evolutionary perspective, thinking likely emerged as a powerful survival advantage. The ability to model scenarios, anticipate threats, plan ahead, and solve problems helped our ancestors survive and thrive. Our advanced cognitive capabilities may have developed as an extension of these basic survival mechanisms.

And therein lies the trap- thinking is energy intensive and efficacy demands our brain uses predictable models (heuristics) to skip over the unnecessary decision-making steps to form seemingly irrational, “fast and frugal” decisions—quick choices that don’t require a lot of mental energy.

When we examine the heuristics to improve decision making and their outcomes we begin to unthink.

Unthink is a process of breaking free from conditioned thinking patterns or assumptions – “unthinking” our learned biases or preconceptions. However, “unthink” is inherently paradoxical – the very act of trying to “unthink” requires thinking about not thinking.

When we practice unthink on key decisions we unlock decision capabilities and reach  a state of momentum, of effortless action. A state of flow. To do without doing.

About us

Unthink Ventures is a consulting practice meant to help small and medium organisations to increase their decision velocity to grow and yet remain agile and nimble. a consulting service helping product owners to achieve effortless action in making their products a success

Unthink is a collective of senior professionals from various walks of life- design gurus, program managers, marketing mavericks and more. We work with network partners and draw from a wide talent base.