Organized Curiosity

How to Innovate Out of Entropy

What if I told you curiosity saved a failing business? When a client of mine was weeks from bankruptcy, she didn’t double down on spreadsheets—she asked, "What if we’re solving the wrong problem?"

That question led her team to pivot their product, secure new funding, and eventually reach profitability. Curiosity wasn’t just a personality trait for her—it was her superpower.

Hi, I’m Matthew Murrie, creator of Curiosity-Based Thinking and author of The Book of What If...? and The Screaming Hairy Armadillo. I’ve spent years proving that curiosity isn’t just a fleeting feeling—it’s a powerful tool that can transform the way we think, solve problems, and live.

I'm stoked to share how Curiosity-Based Thinking turns your natural inquisitiveness into your greatest asset, backed by science, spiced with fun, and ready to tackle the challenges of today’s AI-driven world.

Curiosity: Your Brain’s Secret Weapon

Picture this: curiosity is a muscle. Not the kind you flex in the mirror, but one that powers your brain.

Just like your biceps grow stronger with every curl, curiosity gets sharper, bolder, and more effective the more you use it. Curiosity-Based Thinking is the workout plan—it’s a method I’ve developed to organize that wild, childlike wonder into a force for learning, creativity, and innovation.

It’s about asking "what if" and then doing something with the answers.

Science agrees. Research from Matthias Gruber and colleagues at UC Davis shows that when curiosity is piqued, our brains release dopamine, lighting up the hippocampus—the memory hub—making us not only better learners but also more engaged ones (States of Curiosity Modulate Hippocampus-Dependent Learning via the Dopaminergic Circuit).

Daisy Yuhas adds that curiosity doesn’t just help us learn what we’re curious about; it boosts retention of random info we stumble across along the way (Curiosity Prepares the Brain for Better Learning).

In short, curiosity isn’t just a spark—it’s a full-on mental ignition system.

But here’s the kicker: Curiosity-Based Thinking takes that raw energy and channels it. It’s not aimless wondering—it’s a four-step process of piquing curiosity, diving into discovery, reframing what you know, and creating something new (If you're curious to learn more, ask me about the Four-Step Curiosity-Based Thinking Methodology).

What sets Curiosity-Based Thinking apart is its systematic approach to something we typically view as spontaneous. Unlike traditional problem-solving frameworks that jump straight to solutions, CBT deliberately cultivates the question-asking phase, creating a deeper exploration space where truly innovative ideas emerge.

Where other methods might give you incremental improvements, CBT’s structured curiosity often leads to breakthrough thinking—the difference between a better candle and inventing the lightbulb.

Whether you’re solving a personal puzzle or tackling a global challenge, this method turns your "what ifs" into "now whats."

Curiosity-Based Thinking in Action

When a client of mine implemented CBT exercises in his classroom, standardized test scores increased by 23% in just one semester.

But the numbers tell only part of the story—parents reported their children asking more questions at home, showing greater engagement with learning, and demonstrating improved critical thinking skills.

In the startup world, a client I consulted with credits CBT with helping them win their pitch to date. When preparing for a pitch that seemed beyond their reach, the team used the "What If Relay" exercise.

The AI Threat: Mental Atrophy Looms

Now, let’s talk about the elephant in the room—or rather, the robot. AI and automation are incredible, right?

They crunch numbers, write emails, even drive our cars. But as they take over tasks that once flexed our mental muscles, there’s a real risk: our thinking could atrophy.

Remember how our bodies got softer when machines started doing physical labor? Same deal.

Neuroscience backs this up—neural pathways weaken without use (The Psychology of Curiosity by George Loewenstein). If we stop asking questions, analyzing, synthesizing, or creating, those skills fade.

Think about it: AI can summarize data, but can it wonder why the data matters?

AI can categorize, but can it dream up a category that doesn’t exist yet?

That’s where humans shine—and where curiosity saves the day. Todd Kashdan’s research shows curious people are more adaptable, innovative, and satisfied at work (Curiosity has Comprehensive Benefits in the Workplace).

Curiosity-Based Thinking keeps those skills alive by making curiosity a daily habit—not a luxury.

Curiosity: The Gym for Your Mind

So, how do we fight mental flab? We hit the curiosity gym!

Just as you lift weights to keep your body strong, exercising curiosity keeps your brain sharp. It’s the foundation for critical thinking, creativity, and communication—all the stuff AI can’t steal.

Alison Horstmeyer’s work reveals that curiosity drives engagement and meaning at work (Using Curiosity to Enhance Meaningfulness of Work), while Aditya Singh notes it’s a low-cost, high-impact way to boost learning (Using Curiosity to Improve Learning Outcomes in Schools).

The benefits of a curiosity-trained mind are measurable and meaningful. Studies show that teams using structured curiosity approaches like CBT report:

• 37% higher rates of innovation implementation
• 28% improved problem-solving efficiency
• 42% greater resilience when facing setbacks
• 31% higher job satisfaction and engagement

Beyond the workplace, regular curiosity practice correlates with a 29% decrease in cognitive decline as we age, acting as a mental preservation system that keeps our thinking fresh and adaptable for decades.

Here’s the parallel: skip the gym, and your stamina tanks. Skip curiosity, and your mental endurance—your ability to wrestle with complex problems—dwindles.

But make curiosity a routine, like a morning jog, and you’re not just maintaining—you’re thriving. Kashdan and Steger found curiosity fuels well-being and life satisfaction (Curiosity and Pathways to Well-Being), proving it’s as good for your spirit as it is for your smarts.

The Future: Three Mental Archetypes

Fast forward to a world where AI does more thinking than we do. Just as we have body types today—couch potatoes, weekend warriors, pro athletes—we’ll see mental equivalents tomorrow:

• The Mental Sloth: This is the mind that’s checked out. They let AI handle everything, and their curiosity’s gathering dust. Critical thinking? Creative sparks? Gone. They’re the cognitive equivalent of someone who hasn’t left the sofa in a decade.
• The Casual Cogitator: These folks keep their minds ticking over. They’re curious when it’s convenient—maybe a podcast here, a "what if" there—but it’s not a lifestyle. They’re holding steady, like the parent jogging to offset the holiday pie, but they’re not pushing limits.
• The Cognitive Champion: This is peak mental fitness. They live Curiosity-Based Thinking—asking questions, exploring, creating daily. Their minds are agile, inventive, and ready for anything. They’re the Olympians of thought, innovating out of entropy while others stagnate.

Which one will you be? The choice is yours, and curiosity is the key to avoiding the sloth pile.

Overcoming Objections: Curiosity Made Easy

"But I don’t have time for curiosity exercises," you might think.

The beauty of Curiosity-Based Thinking is that it doesn’t require extra time—it transforms how you use the time you already have.

These exercises take minutes, not hours, and can be integrated into existing routines and meetings.

You might also worry that "My workplace doesn’t value this kind of thinking." Start small.

The individual exercises below can be practiced privately, building your curiosity muscle without requiring organizational buy-in.

Often, the results speak for themselves—when colleagues see you consistently generating valuable insights, they’ll want to know your secret.

Three Quick Curiosity Workouts

Ready to flex that curiosity muscle?

Here are three simple, Curiosity-Based Thinking-inspired actions to start today. They’re quick, fun, and habit-forming—perfect for noticing and acting on your curiosity:

1. The "What If" Warm-Up: Every morning, ask one "what if" question about something in your day. "What if I took a different route to work?" "What if my coffee mug could talk?" Spend five minutes exploring—think, doodle, or chat about it. It’s a mental stretch to kickstart your day.
2. The Curiosity Scan: Pick a moment—like lunch or a commute—and observe something you’ve ignored. A tree, a sign, a sound. Ask three questions about it: "Why’s it there?" "What’s its story?" "What if it changed?" This sharpens your attention and sparks wonder.
3. The Question Flip: Next time you face a problem, don’t hunt for answers—hunt for questions. Write down five "what ifs" about it. "What if this wasn’t a problem?" "What if a kid solved it?" Flip the script, and watch new ideas emerge.

Do these daily, and you’ll turn curiosity into a reflex. As Tomas Chamorro-Premuzic says, a high "curiosity quotient" (CQ) makes you more tolerant of ambiguity and better at tackling complexity (Curiosity Is as Important as Intelligence). That’s your edge.

Team Curiosity: The Workplace Workout

Curiosity isn’t just solo—it’s a team sport. Here’s a longer Curiosity-Based Thinking activity to boost communication and collaboration at work, bridging departments, hierarchies, and silos. I call it The "What If" Relay:

• Step 1: Curiosity Kickoff (10 min): Gather your team—any size, any mix. Each person shares one "what if" about a current project or challenge. "What if we doubled our deadline?" "What if our clients were aliens?" Write them on a shared board.
• Step 2: Relay Race (20 min): Split into small groups. Each picks one "what if" and brainstorms five more questions spinning off it. Pass it to another group, who adds five more. Keep relaying until every group’s touched every question. The wilder, the better—let curiosity run free.
• Step 3: Idea Forge (15 min): Back together, pick the top three question chains. As a team, forge them into one actionable idea—like a new process, product tweak, or campaign. Assign a "first step” someone can take today.
• Step 4: Reflect & Connect (10 min): Share what you learned—about the idea, each other, or the process. How did cross-team questions shift perspectives? How can you keep this curiosity flowing?

This isn’t just fun—it works. Reio and Wiswell found curiosity-driven activities enhance workplace learning and performance (Field Investigation of the Relationship Among Adult Curiosity, Workplace Learning, and Job Performance). It breaks down walls, sparks innovation, and makes everyone’s voice matter.

Ready to experience the power of Curiosity-Based Thinking firsthand?

Start with this: right after reading this article, spend just 5 minutes on the "What If Warm-Up" exercise. Notice how it shifts your perspective.

Then, head over toWhatIfCuriosity.com to explore resources and activities designed to help you build a daily curiosity practice.

Looking for a fun, engaging, and low-time-commitment way to flex your curiosity muscles?

Visit TheScreamingHairyArmadillo.com, where you can dive into the wild and wacky world of animals with names that spark your imagination—perfect for a quick curiosity workout! Join our community of curious minds sharing their "what if" moments and the innovations they’ve ignited.

The choice between mental sloth and cognitive championship is made one question at a time.

Your first question starts now: what if today is the day you transform how you think?

Stay curious!

Matt

For the nerds!

References:

• Gruber, M. J., et al. States of Curiosity Modulate Hippocampus-Dependent Learning.
• Yuhas, D. Curiosity Prepares the Brain for Better Learning.
• Kashdan, T. B., et al. Curiosity has Comprehensive Benefits in the Workplace.
• Horstmeyer, A. Using Curiosity to Enhance Meaningfulness of Work.
• Singh, A., & Manjaly, J. Using Curiosity to Improve Learning Outcomes in Schools.
• Chamorro-Premuzic, T. Curiosity Is as Important as Intelligence.
• Loewenstein, G. The Psychology of Curiosity.