Now shipping worldwide from France A game designed to push you, gently, outside your comfort zone. To learn more about idk and pre-order, visit

idk is a tool designed to build your ability to be comfortable with being uncomfortable—with working in unfamiliar situations, or facing unpleasant ideas, or simply doing something which you don’t know how to do yet. It’s based on years of research on some of the most innovative and creative teams in the world.

Being comfortable with discomfort is an everyday superpower. Avoiding productive discomfort causes people to miss opportunities to grow and to create and experience new things.

But learning how to become comfortable with productive discomfort is hard. Becoming comfortable with productive discomfort requires gradually building up to it, so idk is designed on four principles:

  1. Progressive loading
  2. Design for growth
  3. Spaced repetition
  4. Self-driven commitment

I send out a weekly newsletter about dealing with uncertainty, which you could sign up for here.

You could also check out my new book, which is about embracing uncertainty helps make some of the best restaurants in the world both more innovative and more adaptable. It’s available worldwide; you can find buying links here.