“The Brain is Fundamentally a Lazy Piece of Meat” Gregory Berns on iconoclasm and what neuroscience reveals about creativity
I am crazy about Iconoclast, a new book by Gregory Berns, out now via Harvard Business Press. Berns discusses the science behind creative thinking and how a creative professional or business professional (and don’t all of our jobs call for incredible creativity now with the economic situation, globalization and that whole digital revolution that changed the game?) can hack the normal processes of the brain in order to think creatively.
This book reminds me of an incredible professor I had @ Emerson, Thomas Vogel, who assigned my creative principles class in college to take a weekly “artists date” that introduced new experiences into our routine in order to disorient our brain into having to “see with new eyes” (a quote from Proust featured in the book).
It also reminds me of why I love being in this industry. Berns says we have to consistently throw ourselves into environments in which our “lazy piece of meat” brain has a hard time predicting what’s going to happen next. This forces our brain out of energy-saving static thinking and into fresh thinking and perception of our surroundings. As professionals in this space, we spend our days learning how to walk as a penguin in Club Penguin, learning how to fly in Second Life, learning how to develop microrelationships via communication that’s reduced to 140 characters. We’re in an especially ripe position to take advantage of everything Berns discusses in Iconoclast.
Anyway, pick up the book. It’s one of the best I’ve read in a while.
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