Iconoclast: A Neuroscientist Reveals How to Think Differently
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List Price: $29.95
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Manufacturer: Harvard Business School Press
Written By: Gregory Berns
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Binding: Hardcover
Dewey Decimal Number: 612.8
EAN: 9781422115015
ISBN: 1422115011
Label: Harvard Business School Press
Manufacturer: Harvard Business School Press
Number Of Items: 1
Number Of Pages: 224
Publication Date: 2008-09-29
Publisher: Harvard Business School Press
Studio: Harvard Business School Press
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Editorial Reviews for Iconoclast: A Neuroscientist Reveals How to Think Differently
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No organization can survive without iconoclasts -- innovators who single-handedly upturn conventional wisdom and manage to achieve what so many others deem impossible.
Though indispensable, true iconoclasts are few and far between. In Iconoclast, neuroscientist Gregory Berns explains why. He explores the constraints the human brain places on innovative thinking, including fear of failure, the urge to conform, and the tendency to interpret sensory information in familiar ways.
Through vivid accounts of successful innovators ranging from glass artist Dale Chihuly to physicist Richard Feynman to country/rock trio the Dixie Chicks, Berns reveals the inner workings of the iconoclast's mind with remarkable clarity. Each engaging chapter goes on to describe practical actions we can each take to understand and unleash our own potential to think differently -- such as seeking out new environments, novel experiences, and first-time acquaintances.
Packed with engaging stories, science-based insights, potent practices, and examples from a startling array of disciplines, this engaging book will help you understand how iconoclasts think and equip you to begin thinking more like an iconoclast yourself.
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Consumer reviews:
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Customer Rating:  
Summary: Interesting
Comment: I thought the book's premise regarding examining the thinking styles of "innovators" was a great idea. I did think there was an odd difference between what the author identified as "iconoclasts" and what I think of. Beyond vision, Berns throws in another attribute that I think does not fit with an iconoclast. He considers "selling" your idea as just as important an attribute as creativity to an iconoclast. I am not sure I agree with him. There are many examples of famous people who are great because they are great salesmen of someone else's ideas. That seems different to me. Which is the iconoclast: the one who gets rich by selling snake oil to millions or the one who really makes a new breakthrough in medicine (even if it isn't recognized)? It also seems that a person who doesn't think like most people would indeed not be good at knowing how to sell something to those people (because most iconoclasts wouldn't relate to what motivates the masses.) I also thought that there were iconoclasts not only with concrete products, but also in areas such as languages, literature, poetry, music, etc. which weren't really discussed (in favor of the more business/science fields...talk about left brain! ha ha) I do have more of an interest in Wernike's-/Broca's type brain behavior (I like Pinker's and Chomsky's books on neural language) so I have a different type of take on it, I know.
Overall, I did like the book. It was an interesting perspective on success (which may or may not be important to everyone..especially an iconoclast.) I am glad that the book tried (and usually did) stay away from becoming a "business model" (like the "Who Moved My Cheese" "Seven Habits..." etc.) book.
Customer Rating:
Summary: Perception Is Reality -- Really
Comment: Many of us have heard or have used the expression that "Perception Is Reality". Well with the work Greg Berns and others, it truly appears that perception is indeed the real and true reality. Another item that most of us know from experience, and especially if you have kids, is that the brain is lazy. Lazy in the sense that the brain is attempting to conserve as much energy as possible constantly and always.
Therefore, though we as a race are a curious animal, learning is hard and is a constant struggle. As the neurosciences and the literature continues to grow, we learn more about how the brain works (and doesn't) and this is another fine addition to that growing collection.
As this is of the introductory genre, the topics are somewhat limited in scope to:
1) Perception,
2) Fear Response, and
3) Social Intelligence
However, do not let the small scope deceive you as there is much inside to learn and worthy read. As the author indicates, if you want to learn or see things diffently, "the most effective solution is to bombard the brain with things never encountered before." As such, Enjoy.
Customer Rating:
Summary: Intriguing
Comment: What this book is not. It is not an easy read. Nor is it a "how to." Don't even pick up this book if you're looking for a seven step program to become an iconoclast. What it is, is an insightful, if somewhat tedious journey into the inner workings of the brain. Gregory Berns does a very good job in breaking down each step by step examination of how the brain works. However, I found a somewhat weak link between his scientific explainations and the men and women he uses to illustrate his theories. The second does not necessarily follow the first. You will not learn how to think like an iconclast by reading this book. You WILL learn how some other iconoclasts (probably) think...but there is no direct pathway to following in their footsteps. If you are a curious person with a bit of background in anatomy, chemisty, and psycology, then you may enjoy this book. It will definitely make you think and examine conditions around you with new eyes, in other words, it will train you to be a skeptic at least.
Customer Rating:
Summary: think different to be different
Comment: The author, Gregory Burns, gives the label "Iconoclast" to a number of successful people he describes as different. His reasoning is they achieved different and remarkable things because they perceive the world differently than we do. Sometimes these people are born different, other times their perspective on the world is changed for them. An example is Dale Chihuly, glass artist. He was an unremarkable glass artist creating mostly symmetrical work which used to be pretty standard in that industry. Then after losing an eye in an accident his perception of himself and his world changed. Now he sells asymmetrical glass works for $20,000 and more. The talent was always there, its just that he never perceived it until after the accident.
Why do I like this book? Because Mr Burns gives an idea, then backs it up with an example, then tries to explain what is going on in your brain to make that happen. My favorite sections of the book are the ones on fear. How fear inhibits action, distorts perception, and makes people risk averse. As someone who likes to actively trade the futures market I can instantly relate to the fears he is talking about.
Customer Rating:
Summary: Think Different
Comment: Wow this kind of books just make cocowash to your brainnnn but in the other hand its packed with engaging stories, science-based insights, potent practices, and examples from a startling array of disciplines, this engaging book will help you understand how iconoclasts think and equip you to begin thinking more like an iconoclast yourself.
The book provides solid, practical advice for any organization that wants to participate aggressively in this new era of open innovation. In retrospect, though, perhaps a more appropriate title for the book would have been Van Goghs in the Attic.
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