Curiosity is often seen as a natural inclination. But in the world of design thinking, it's a skill that can be developed and used as a powerful tool for innovation. 

In his insightful talk, Matt Duerden, Chair of the Department of Experience Design and Management at Brigham Young University, explored the difference between counterfeit and genuine curiosity. He also discussed how curiosity, empathy, and collaboration fuel creativity in solving complex problems.

This article is based on Matt's talk. Keep reading to learn more.

Counterfeit vs. genuine curiosity

Duerden begins the session by distinguishing between counterfeit and genuine curiosity. 

He refers to a book called The Wonder Switch by Harris III, which describes counterfeit curiosity as something that "demands answers we desire for no other reason than to release the tension we feel from not knowing." It involves a superficial line of questioning that mimics genuine curiosity but lacks depth and the potential for true innovation. 

On the other hand, genuine curiosity "embraces mystery and explores the unknown." This form of curiosity is about shedding the fear of failure and embracing mistakes as part of the discovery process. It requires a mindset that values exploration over quick answers.

Embracing the uncomfortable path to innovation

Innovation isn’t about solving problems swiftly—it’s about asking the right questions, even if it means staying in the uncomfortable zone of not knowing for a while. 

When we rush to solve a problem without fully exploring it, we miss the opportunity to innovate. This is the essence of counterfeit curiosity: the desire to solve fast.

With genuine curiosity, professionals can foster an environment where creativity and innovation thrive.

Simple vs. wicked problems: Why curiosity matters

In tackling real-world challenges, Duerden introduces the concept of "simple" and "wicked" problems. Simple problems, like math equations, have clear solutions. But wicked problems, such as "What should I be when I grow up?" are complex and ever-evolving.

In Duerden's view, solving wicked problems requires a different mindset—one rooted in curiosity. "Wicked problems involve multiple stakeholders, and there's no easy way to know if you've reached the right answer," he notes. These problems demand exploration rather than quick solutions, making genuine curiosity essential.

The role of empathy in problem-solving

Another key aspect of solving problems is empathy. Duerden explains how genuine curiosity leads to empathy, which in turn drives creativity. 

By taking a genuine interest in the needs and pain points of others, particularly clients, professionals can generate more relevant, innovative solutions.

"When people are pro-socially motivated, they're more likely to take the perspective of the people they are solving problems for."

This empathetic approach is the foundation for co-created innovation, where solutions are developed through collaboration and understanding.

Practicing curiosity: Three levels to explore

Duerden introduces a framework for understanding curiosity as a skill, which can be broken down into three levels:

Level 1: Curiosity about what already interests you

At the most basic level, curiosity involves exploring things that naturally pique your interest. For instance, if you’re already drawn to certain hobbies or topics such as sports, music, technology, etc., diving deeper into these areas can help strengthen your curiosity muscle.

Level 2: Curiosity about what doesn't interest you

The second level pushes you beyond your comfort zone. Duerden encourages being curious about things that don’t initially seem appealing. 

For example, he uses contemporary art as an analogy—something that might not seem interesting until you learn more about its complexity.‍

"There’s a threshold of knowledge and understanding we need to get over to truly find things interesting.”

Level 3: Curiosity about what you disagree with

The most challenging type of curiosity is being open to ideas or people you disagree with. This level involves putting aside preconceived notions and genuinely listening. 

Duerden highlights a research paper showing how actively listening to opposing views can moderate opinions and lead to new insights.

"Can you push through that initial feeling of disagreement and just listen?" 

This form of curiosity is especially important in today’s polarized world, where understanding different perspectives can lead to better problem-solving.

The power of collaboration in creativity

Duerden stresses that innovation often emerges from teams working together and building on each other's ideas. By fostering a culture where curiosity thrives, teams can generate more ideas and ultimately land on the most innovative, marketable solutions.

"The key to coming up with innovative ideas is to come up with a lot of ideas. The more ideas you have, the more likely you're going to have a good idea.”

Watch the complete video session for more insights.