Average Reviews:
(More customer reviews)This book will help you to understand how your brain works and how this information can be used to think differently. An Iconoclast is a person who does something that others say can't be done. Berns uses the power of neuroscience to delve into an iconoclast mind and investigate how it works differently from a normal person's brain. Per this research, our brain has three natural roadblocks that hamper the innovative thinking:
1. Flawed Perception.
2. Fear: Fear of failure/public ridicule.
3. Inability to influence others.
Using examples of people from diverse professions and industries, backed by neuroscience, and experiments, Berns has provided a very good picture of how these three factors impact our thinking. Sometimes the text becomes too scientific and complex, but mostly otherwise, the language is easy to comprehend.
Once you understand how our brain processes information and affects our perception, imagination, and decision-making; you can find ways to think creatively and remove the above three roadblocks. There are some DOs told by Berns, in order to do so. But most of the book is centered around exploring the processes of human brain.
What I learned mainly, is that, our brain tries to maximize its efficiency by taking shortcuts in processing information. That's why, the more we do certain task, easier it becomes. For same reason, we get comfortable in our own surroundings (or work) and loose the ability to think beyond it. Hence, we need to keep exposing our brain with new situations, scenarios, information, to enhance the activity of our brain and force it to think creatively.
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