Beau Lotto is a well-known neuroscientist, entrepreneur, CEO, and author recognized for his work in neuroscience, perception, and innovation. He has spent two decades at University College London and currently holds a professorship at the University of London, along with a visiting scholar position at New York University. He founded and leads Lab of Misfits, the first neuro-design studio that studies human behavior in natural settings. He is also the CEO of Beautiful Mind Learning Labs, which is known for producing young published scientists and TED speakers. Additionally, he founded Ripple, which holds important patents in augmented reality, and Acoustigram, a sound-based AR company. As a three-time main-stage TED speaker, Lotto's talks, which have received over 9 million views, focus on perception, creativity, and innovation. He has presented at major events, including TED, Google, and the G8 Innovation Conference, delivering engaging and interactive presentations that inspire audiences to rethink creativity. Lotto has written two books, "Why We See What We Do" and "Deviate: The Science of Seeing Differently," which examine the connection between perception and innovation. His research has changed how we interpret the world, challenging traditional views and promoting a deeper understanding of human perception. His work has impacted various fields, including education and business. Through Lab of Misfits, he has collaborated with brands like Cirque du Soleil and L’Oréal to explore cultural principles through experiential experiments, providing insights that drive innovation. Overall, Lotto's expertise in the neuroscience of perception and creativity encourages individuals and organizations to embrace uncertainty and adapt to change.