Iconoclast: A Neuroscientist Reveals How to Think Differently
Categories: Business & Money, Science & Math
Emory University neuroscientist Gregory Berns draws on brain research to explain why some people see possibilities that others miss. He identifies three hurdles to thinking differently: perception, fear of failure and the difficulty of persuading others to accept a new idea. Berns illustrates each barrier with the stories of innovators such as Walt Disney, the investor David Dreman and McDonald's builder Ray Kroc, and suggests that simply seeking out new situations can help people see familiar things in new ways.
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- Seth Godin: “Berns covers some of the same territory I do, but from a biological point of view. His take is that perception, fear, and networking are the three underlying neurological factors that lead some people to be original thinkers. It was vindicating to read his book just as I finished mine, because his scientific data completely confirms the three pillars that I describe herein.”