We all think that we are rational decision-makers who determine what stuff we'll buy and how we will spend our time on the basis of rational calculation. But, as my Friday Fireside Guest and top-ranked thinker Roger Martin observes, our minds are like an iceberg - the stuff that we can access consciously is a fraction of what is actually there. Instead, our minds seek convenience, comfort and familiarity. The course of least resistance is the course of action that is most powerful. Cumulative advantage is the consequence of habit! Great insights in this short clip.  

Rita McGrath is a best-selling author, sought-after speaker, and longtime professor at Columbia Business School. As one of the world’s top experts on innovation and growth, Rita’s work is regularly published in the Harvard Business Review. She is consistently ranked among the Top 10 management thinkers in the world and was ranked #1 for strategy by Thinkers50.