Iconoclast: A Neuroscientist Reveals How to Think Differently Paperback – 1 Mar 2010
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Engaging from the first page. -- Leadership Matters, March 1, 2009
Fear - and the overcoming of it - plays a central part in this fascinating short book. -- The Independent, October 14th, 2008 --This text refers to an out of print or unavailable edition of this title.
About the Author
Gregory Berns is the Distinguished Chair of Neuroeconomics at Emory University, where he directs the Center for Neuropolicy. He is a Professor in the departments of Psychiatry, Economics and the Goizueta Business School. He is a founding member of the Society for Neuroeconomics. For the past fifteen years, he has used brain imaging technologies to study the neurobiology of human motivation and decision making, especially the effects of novelty and peer pressure.
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Top Customer Reviews
Second, laid on top of these insights - which whilst interesting alone wouldn't make a whole book alone - is some Malcolm Gladwell style waffle, providing short stories about successful people from business, politics etc and trying to claim that the aforementioned traits are in evidence. This stuff is tedious and I would argue not really supported by the science. No surprise to see a section on investors in here, which seems to be a requirement of any behavioural science book these days. My favourite low point is the claim in the privatising space travel chapter that the skills to get someone into space are just like those needed to get a dotcom company up and running. Bleurgh!
Then finally, tacked on the end without any thought of how to mesh the content of the rest of the book, is a kind of field guide to what impact different kinds of drugs have on your brain. Again this is actually really interesting, but it just doesn't really link in with the rest of the book (which is presumably why it's described as an appendix).
Strange book, and too expensive given that it's double-spaced, but there are a few interesting nuggets in there.
I was already somewhat familiar with several of the exemplars discussed in this book but not with others. They include Solomon Asch, Warren Buffett, Nolan Bushnell, Dale Chihuly, Ray Croc, Walt Disney, David Dreman, Richard Feynman, Henry Ford, Steve Jobs, Martin Luther King, Jr.Read more ›
Most Recent Customer Reviews
Certainly one of the few books I've read that could change the trajectory of your life for the better.Published 22 months ago by Rahil Saggar
The book was in perfect conditions, arrived on time and i'm very pleased with this purchase.Published on 15 Dec. 2009 by Elisabete Barbosa
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