16–Eliot Frick – Pioneering the Unknown

In this episode of The Unfolding Thought Podcast, Eric Pratum sits down with Eliot Frick, founder of Bigwidesky, to discuss how our deeply ingrained, mechanical view of business and culture can actually limit innovation and true leadership. Eliot explains why some challenges can’t be solved simply by adopting best practices, and how leaders can learn to operate effectively in uncharted territory.

Together, Eric and Eliot delve into:

• The tension between reductionist “just give me the solution” thinking and the reality of ever-evolving, complex problems.
• Jobs to Be Done Theory and the famous “milkshake” example—why simply copying best practices misses the mark.
• The importance of vision, foresight, and genuine human meaning—even for businesses that seem ordinary on the surface.
• Why marketing and advertising often fail to create real alignment between companies and their audiences.
• Insights from philosophy, neuroscience, and biology—including references to Iain McGilchrist, Stuart Kauffman, Stephen Jay Gould, and more.

If you’ve ever felt that standard solutions or one-size-fits-all frameworks weren’t enough for the complexities you face, this episode is a must-listen. Eliot offers a refreshing take on how to engage the unknown, inspire grander visions, and rediscover meaning in the process.

Links:

• Bigwidesky: https://bigwidesky.com
• Jobs to Be Done (Milkshake Case Study): https://www.library.hbs.edu/working-knowledge/clay-christensens-milkshake-marketing
• Iain McGilchrist’s “The Master and His Emissary”: https://amzn.to/40YxfcL
• Stuart Kauffman & Exaptation: https://www.npr.org/sections/13.7/2010/01/intelligent_design_no_darwinia.html

Connect with Eliot:

• LinkedIn: https://www.linkedin.com/in/eliotfrick/
• Bigwidesky: https://bigwidesky.com

For more episodes, visit: https://unfoldingthought.com

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