In this episode, we explore the concept of "conceptual dyslexia" with Samuel West, the founder of the Museum of Failure. We discuss how this term illuminates the cognitive processes of creative thinkers who connect diverse concepts, enhancing our understanding of the world. Samuel shares insights on navigating creativity amidst uncertainty, emphasizing the delicate balance between comfort and critical thinking. Our conversation delves into the influence of context on identity and behavior, revealing how we adapt in different environments. One standout moment is Samuel's introduction of "Failure No. 5," a perfume that embodies failure, celebrating the creative potential found in setbacks. We also challenge contemporary marketing norms, contemplating the possibility of launching products without social media's influence. This episode invites listeners to embrace resilience and curiosity, inspiring a deeper appreciation for the intricacies of creativity and personal growth.