Behavior Expert and Physician Reveals Why Feb. 29 is the Best Day for Your Do-Over

Dr. Kyra Bobinet invites everyone to use brain science to tweak their way to success like Steve Jobs, Stephen Curry, Clinton and Trump.

Feb 18, 2016, 08:29 ET from Dr. Kyra Bobinet

SAN FRANCISCO, Feb. 18, 2016 /PRNewswire/ -- February 29 is a bonus day that comes around once every four years. Not only is its presence on the calendar rare, but it also represents an opportunity for change, according to Dr. Kyra Bobinet, who recently received a Harvard innovation award for her design work in applied neuroscience.

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Bobinet is the force behind this year's Feb. 29 Iteration Day campaign, offering online courses, free materials, and giveaways so that people can finally achieve their goals by taking a brain-based approach.

While the word iteration is a common term used in engineering and design, Bobinet describes it more simply for everyone else. She says, "Iteration is the mother of all do-overs; it means tackling the same problem through a relentless series of tweaks and tinkers … futzing your way to success."

According to Bobinet, some examples of great iterators in public life include Steve Jobs, whose real genius was tweaking designs to perfection. NBA player Stephen Curry tweaked his way back from injury using yoga. Others include presidential candidates who use iteration to run again, such as Hillary Clinton and Donald Trump. She points out that resilient people don't fail—they tweak.

Bobinet is part of an emerging class of behavioral design experts. She combines cutting-edge brain science and design thinking to teach people how to iterate into success. According to Bobinet: "People don't realize how behavior change works in the brain, so when they start rebelling against their goal, they stop trying—but all they need to do is think like a designer and iterate! With iteration, you are constantly applying what you know you should do to actually doing it."


Kyra Bobinet, M.D., M.P.H., is the author of Well Designed Life: 10 Lessons in Brain Science & Design Thinking for a Mindful, Healthy, and Purposeful Life. Bobinet has instructed thousands at Stanford School of Medicine and is CEO of engagedIN, a behavior change design firm. She has been featured on NPR and in the Wall Street Journal, Huffington Post and Fast Company. She is the recipient of the 2015 Harvard T.H. Chan School of Public Health Innovator Award.

For more information on Iteration Day or to book Bobinet, contact Stephanie Shorter, 413-854-3626; Email; #WellDesignedLife; @DrKyraBobinet


SOURCE Dr. Kyra Bobinet