We put aside ideas, run objective research, and then look back at the predictions. Most ideas can be predicted, but there's always at least one surprising one. For example, fish welfare and feed fortification were unexpected. Discovering the large problem of bone fractures in poultry led to the idea of adding micronutrients to feed, reducing pain. It was a surprising find with a lot of evidence. So sometimes the most compelling ideas are the most surprising ones.

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