Dr. Irwin Adam Eydelnant is a food design technologist known as the “Willy Wonka of Toronto." As founder and principal of the Future Food Studio, he spins up out-of-this world experiences that have changed the way we interact with and experience food and drinks. And, unless you’ve been taking a hiatus from social media, you’ve surely heard about one of his most famous projects, the Museum of Ice Cream, where he served as founding partner of the museum’s NYC launch. In this episode of The Upside, Irwin and Brad talk exploration, throwing out the rules, aligning your passion with your career, and why to stop talking and start doing. The Upside with Brad Keywell is a collection of stimulating stories, inspiring guests and thought provoking ideas curated by the endlessly curious mind of our host. The Upside is an exploration of actionable ideas that can transform business, the world, and the way we think.