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Want to Innovate?

Start with Curiosity!


Curiosity Atlas is a design firm focused on helping organizations innovate and grow.

We believe the secret to thriving in an increasingly complex world is tenacious curiosity. The pace of change is accelerating. To compete and grow we need to tune into how our customers, our competition and culture is evolving. We must continuously observe the world around us with fresh eyes. We must ask new questions. We must explore diverse perspectives. We must make unique creative connections.

We are committed to increasing the CQ (Curiosity Quotient) of individuals and groups to enable breakthrough innovation.

The cure for boredom is curiosity. There is no cure for curiosity.
— Dorothy parker

Our Offering


Define Your Vision of the Future

Whether you are trying to define a clear and inspiring vision for the future of your business or innovate a product, internal process or your culture, our curiosity-centered approach will help your group reframe the challenge, unlock new insights and spark innovative ideas.

We craft custom hands-on experiences, behind-the scenes explorations, expert interviews and eye-opening observations that are just right for your specific challenge.

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Develop Your Creative Capacity

The world is evolving fast. To continue to deliver meaningful experiences to customers and stay ahead of competitors, you need to empower teams with the methods and mindsets of curiosity and design thinking. We develop and deliver immersive training programs for groups of any size.

We emphasize curiosity to create openness to new perspectives and ways of working. Teams will build muscles in customer empathy, need finding, opportunity spotting, brainstorming, prototyping and storytelling.


Design Your Customer Experience

We design customer experiences that engage individuals, enable unique group interactions and create community. Our experiences pique curiosity and invite deeper relationships with the people you serve.

Our Clients




A mind is like a parachute. It doesn’t work if it is not open.
— Frank Zappa

Gretchen Wustrack, Founder & President

Gretchen is a design strategist, educator, entrepreneur and founder of Curiosity Atlas.

Gretchen has 20 years of experience leading strategic innovation programs at Fortune 500 companies, government agencies, non-profit organizations and Silicon Valley start-ups. Prior to Curiosity Atlas, Gretchen led the Consumer Health and Asia domains at IDEO. During her tenure working across industries and regions, she discovered that the secret to doing great, creative work in an increasingly complex world is tenacious curiosity and openness to new ideas and experiences.

Through Curiosity Atlas she helps organizations innovate and grow by designing workshops, retreats and programs that help teams ask new questions, explore diverse perspectives and make unique creative connections. Her clients include Google, YouTube, Facebook, Genentech, Princess Cruises, Mozilla, Toyota, Oakland Public Library and IDEO.

Gretchen is a lecturer at Stanford University teaching courses at the Stanford including Design Methods, Design Thinking for Non-Profits and The Curiosity Advantage. She also serves on the board of San Francisco’s Museum of Craft & Design.

Gretchen holds a B.A. in Quantitative Economics from Stanford University and a B.S. in Product Design from Art Center College of Design. When not sparking curiosity in others, Gretchen can be found making her first batch of red wine or iterating her kimchi recipe.