Curious

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Since leaving advertising, Ian Leslie has written about business, technology, culture and psychology. He has also produced and hosted a comedy series and podcast. He currently advises CEOs and CMOs on workplace culture and communication.

Curiosity, a driving force behind humanity's greatest achievements, manifests in two forms: divergent and epistemic. Divergent curiosity fuels our desire for novelty and excitement, often sparking initial interest but sometimes leading to shallow distractions, like hours lost to aimless web browsing. In contrast, epistemic curiosity represents a deeper, disciplined pursuit of knowledge, exemplified by Charles Darwin’s years-long study of barnacles. Both types are essential and complementary—divergent curiosity introduces us to new ideas, while epistemic curiosity enables deeper exploration and mastery. This balance is key to meaningful intellectual growth. Events like London’s Boring Conference highlight how perspective transforms the mundane into the fascinating, echoing Andy Warhol’s ability to find profound significance in everyday objects. Similarly, author Henry James turned ordinary anecdotes into celebrated novels by examining them with curiosity and depth. Ultimately, curiosity is a choice, and by adopting the right perspective, we can uncover intrigue in even the most unremarkable aspects of life.

"What makes us so adaptable? In one word, culture –our ability learn from others, to copy, imitate, share and improve."

"Ignorance as a deliberate choice, can be used to reinforce prejudice and discrimination."

"The only reason people do not know much is because they do not care much. They are incurious. Incuriosity is the oddest and most foolish failing there is."

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