Rate this book

Iconoclast: A Neuroscientist Reveals How To Think Differently (2008)

by Gregory Berns(Favorite Author)

3.66 of 5 Votes: 4

ISBN

1422115011 (ISBN13: 9781422115015)

languge

English

genre

Nonfiction

publisher

Harvard Business Press

review 1: Easy-to-read book from a neuroscientist that argues how people can think differently and help their brains overcome our natural and learned behaviors that prevent innovation. The book includes many accessible case studies and examples from business and popular culture. Berns argues that to think differently we have to overcome 3 mental barriers: perception, courage and social skills. The arguments here show us how to avoid some of the pitfalls we might find. PS - There's also a great Appendix that includes "non-medical advice" about psychoactive drugs that can alter the brain's functioning - hilarious for a business press book!!
review 2: I originally wanted to give it 3 stars instead of 4, but that is because I knew many things from it after being exposed... more to other literature. Without that past experience, I would definitely think of this book as a more valuable one.The word "iconoclast" occurs waaaay to often, it feels like the author is trying to convert the reader into a new religion, or that he is selling something. However, this does not make the book less true.Overall, I do not regret reading it and I enjoyed his examples and the fact that he distilled everything into 3 key elements: perception, fear, social interaction.Once you know what the elements are, you can try to change yourself. In other words, I think this book is very good for practical people who need an action plan. less

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