Where do great ideas come from? For many creative pros great ideas are simply sourced in everyday experience. However, in order to turn those seemingly commonplace observations into brilliant work, you need to know what you're looking for. Today's guest Bernadette Jiwa has just released a book called Hunch that's all about how to leverage your curiosity and empathy to mine your environment for idea gold.

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Today’s episode is sponsored by Freshbooks. To claim your free month trial – with no credit card needed – visit Freshbooks.com/accidental.

Music for the AC podcast is by Joshua Seurkamp. End remix is by DJ Z-Trip.