Pringles proves insights = successful innovation: Leveraging human truths to gain multi-year global success

Terrae Schroeder, Dave Healing and Sarah Sarkar
Kellogg's and Brandtrust

I Think, Therefore I Am

In 1637, the French mathematician and philosopher Rene Descartes wrote Discourse on Method and famously declared, "I think, therefore I am." In his Discourse, Descartes, credited with being the Father of Modern Philosophy, separates thinking, rationality and the capacity for language from the body. Furthermore, reasoning is completely detached from emotion (Skirry, 2005).

This struck a chord with many and whether he intended it or not, his proclamation transformed thinking and set a wave in motion in the field of science. For nearly three centuries afterward, philosophers, psychiatrists, neuroscientists and most individuals concerned with intellectual matters followed Descartes' lead and focused on rationality and the cognitive aspects of brain functioning – all while leaving emotion out of the conversation.