Have you ever purchased a new car, only to suddenly notice the same make and model is everywhere on the road? There hasn’t been a sudden influx in the number of people driving the same car—it’s a natural cognitive response resulting from how we focus. In this episode of My Big Safety Challenge, Keith Mercurio, CEO & Founder of Ethical Influence Global, delves into the science behind how what we focus on grows bigger, and eventually, we become what we focus on. Keith’s expertise spans speaking, coaching, training, and consulting, with a focus on helping leaders transform their identities to better influence their organization's culture and performance. He advocates for the power of asking open-ended, novel questions instead of relying on conventional phrases like "accountability" or repeatedly asking "why." By fostering original thought through new kinds of inquiry, Keith asserts that we unlock unique insights. Join us for Part I of Keith Mercurio’s episode, where we explore the cognitive science behind why the safety profession should stop focusing on zero and how today’s groove can be tomorrow’s rut.