Iconoclast: A Neuroscientist Reveals How to Think Differently

What makes iconoclasts so astoundingly creative and successful?

They overcome mental barriers that stop most people cold. All people have three natural roadblocks in their brains that stand in the way of truly innovative thinking: flawed perception, fear of failure, and the inability to persuade others. But, like iconoclasts, you can break through these barriers.

Leading neuroscientist Gregory Berns shows how in his tour of the science behind thinking differently. Did you known that when you see the same thing over and over again, your brain expends less and less energy? Your mind already knows what it's seeing, so it doesn't make the effort to process the event again. Just putting yourself in new situations can make you see things differently and jump-start your creativity.

Berns connects insights like these to vivid stories of the iconoclasts who epitomize them. Young Walt Disney spent hours staring at his drawings on a move screen as he imagined motion pictures and illustrations combining in a revolutionary way. David Dreman, trader extraordinaire, overcame his fear of failure by understanding the psychology of the markets and capturing tremendous value in otherwise ignored stocks. Ray Kroc created new social connections with his McDonalds customers, dominating his industry.

The most creative and innovative ideas have come from individuals who do what other say can't be done. You, too, can break away from the innate urge to conform-and move beyond your previous limitations.