There are two ways to innovate. One is to create or discover something which is substantially new. The other is to find something which everyone believes which isn't true anymore.
To succeed, you don't necessarily need to be right. You simply have to be less wrong than your competitors.
In this quest, behavioural science does double duty. It not only helps to tell us what consumers really care about. It also tells us about the biases which drive business decision-making.
Often the best source of distinctiveness and comparative advantage lies in understanding the kind of decisions your competitors can't make.