Kenneth Stanley, an AI researcher renowned for his innovative concepts in novelty search, argues that pursuing what is interesting trumps rigid objectives in fostering creativity and innovation. He dives into the dangers of objective-driven research, emphasizing how these measures can stifle discovery. Stanley discusses the fascinating idea of 'interestingness' as a guide for exploration, leveraging insights from AI and real-world examples like SpaceX. He critiques conventional wisdom in goal-setting, advocating for a more fluid and curious approach to knowledge creation.