Azran Osman Rani, CEO of Naluri, offers a compelling viewpoint on why so many companies find it difficult to create the disruption necessary for growth. He presents a neuroscience argument for why many people continue to do the same things even when they desire different outcomes. Faced with uncertainty, he stated, we revert to what is familiar; past experience becomes the lens through which we view the future. We take our first impression and then reject new information that does not fit with what we believe.