How to make sure irrationality doesn't stop you from delivering successful innovation and design. You and your colleagues are irrational. People like Dan Ariely and Daniel Gilbert have convinced us of that. Irrationality affects us as entrepreneurs, product managers, designers and developers too. It can lead us to make make bad business decisions and deliver sub-standard products. This talk covers three patterns of irrationality (cognitive biasses): - loss aversion, - the Ikea effect - the identifiable victim effect. It talks about about how to counteract them, to deliver popular and successful interactive products and services.