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Iconoclast: A Neuroscientist Reveals How to Think Differentlyby Gregory Berns
Synopses & ReviewsReview:"Psychiatry professor Berns (Satisfaction: The Science of Finding True Fulfillment) describes an iconoclast as 'a person who does something that others say can't be done.' Though keeping his promise to reveal the 'biological basis' for the ability to think outside the box, Berns keeps technical explanation to a minimum, instead using themes like perception, fear and networking to profile a number of famous free-thinkers. While the ordinary person perceives the world based on his past experience and 'what other people say,' the iconoclast is both willing and able to risk seeing things differently; in the case of glass sculptor Dale Chihuly, his creative breakthrough (departing from symmetry in his ice-sculptures) came after a car crash blinded him in one eye, literally changing his view of the world. The will to take risks is also paramount; Cardinals baseball coach Branch Rickey and his controversial hire Jackie Robinson, the first black man in the Majors, provide models of imagination and fearlessness. Berns also looks at iconoclasts like Steve Jobs, Martin Luther King Jr., Henry Ford, the Dixie Chicks, Warren Buffett and Picasso, relating in lucid terms the mindsets that set them apart." Publishers Weekly (Copyright Reed Business Information, Inc.) Book News Annotation:Berns (neuroeconomics, Emory U.) argues that the iconoclast, the
individual who achieves invention and innovation that others cannot,
differs from everybody else in the way their brains handle
perception, fear response, and social intelligence. In this volume,
he reviews cases of those he deems iconoclasts and discusses the
relevant ideas from the new field of neuroeconomics about harnessing
different perceptions, overcoming fear, and communicating with
others. Among those discussed as iconoclasts are Walt Disney,
Florence Nightingale, Jackie Robinson, Rite-Solutions, Richard
Feynman, Henry Ford, Pablo Picasso, Ray Kroc, Warren Buffet, Arnold
Schwarzenegger, Jonas Salk, and Steve Jobs.
Annotation ©2008 Book News, Inc., Portland, OR (booknews.com) Synopsis:No organization can survive without iconoclasts--innovators who single-handedly upturn conventional wisdom and manage to achieve what so many others deem impossible. Neuroscientist Berns describes practical ways to understand and unleash an individual's potential to think differently.
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