iconoclast: a neuroscientist reveals how to think differently
i.con.o.clast: a person who does something that others say can't be done
Who should read:
- Anyone passionate about innovation
Our favorite ideas from the book:
- An iconoclast's brain differs in these three functions and the circuits that implement them:
- Perception
- Fear Response
- Social intelligence
- Most likely we will perceive something in a manner consistent with past experience. Commonplace perceptions feel comfortable and cost little energy to process in our brain. Conversely, uncommon perceptions force the brain into a different mode of processing in which it must figure out what exactly it is seeing, and this costs energy.
- The brain can reprogram its networks to perceive things differently
- It is important to enter new environments and situations. Unfamiliarity forces the brain to discard its usual categories of perception and create new ones.
- Before one can muster the strength to tear down conventional thinking, one must first imagine the possibility that conventional thinking is wrong.
ABOUT THE AUTHOR: Gregory Burns, MD, PhD, is the Distinguished Chair of Neuroeconomics at Emory University, where he is a professor in the departments of Psychiatry and Economics. For the past 15 years, he has used brain imaging technologies to study the neurobiology of human motivation and decision making, especially in the effects of novelty and peer pressure. He is widely known for his ability to translate technical material for a broad audience.
ABOUT THE BOOK:
iconoclast: a neuroscientist reveals how to
think
differently
Author: Gregory Burns
222 pages Publisher: Harvard Business Press ISBN: 978-1-4221-1501-5
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