The Book

Iconoclast: A neuroscientist reveals how to think differently
Harvard Business Press; Boston, 2008.

The Author

Gregory Berns

The Big Idea

Your plastic brain! Through real-time mapping of living people, neuroscientists are working out how we really think. And, their insights into human behaviour are changing your future.

Speed RAP

What makes true innovators so creative, so successful - and so rare? What makes them tick? And how can we learn to be a little more like them? In Iconoclast, Berns answers these timeless questions with surprising insights into the human brain. He suggests three roadblocks prevent us from being true innovators: our perception, overcoming our fears and our social intelligence.

The RAPs

BR Review : Iconoclast
Your Lazy Brain
Three Roadblocks
How to See Things Differently
How To Imagine New Possibilities
How to Manage Your Fear
How Fear Distorts Perception
Actions : Manage Your Fears
How to Sell Your Ideas
Actions : What’s Your Roadblock?
BR Context : Your Future Brain

Your Challenge

It’s time to create something ‘neu’! Check your roadblocks. Create a plan. Change your world.