CHAPTER 2

What Is the Innovation Code?

There is something indulgent—even sinful—about taking a personality test. Whether you’re curling up on the couch to take a Cosmo quiz about what kind of lover you are or sitting down at your laptop to complete the full 222-question Myers-Briggs questionnaire, you’re turning away, if only for a brief moment, from the rest of the world to find out a little bit about yourself. Personality tests appeal to our desire for self-knowledge, but they also tap into our inner narcissists. That’s why they’re so undeniably, hypnotically, and addictively fun: there’s something weirdly rewarding about recognizing ourselves in categories.

That’s also why they’re often limiting: because they only reveal things about ourselves ...

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