Iconoclast

No organization can survive without iconoclasts - innovators who single-handedly upturn conventional wisdom and manage to achieve what so many others deem impossible.

though indispensable, true iconoclasts are few and far between. in Iconoclast, neuroscientist Gregory Berns explains why. He explores the constraints the human brain places on innovative thinking, including fear of failure, the urge to conform, and the tendency to interpret sensory information in familiar ways.

Through vivid accounts of successful innovators ranging from glass artist Dale Chihuly to physicist Richard Feynman to country/rock trio the Dixie Chicks, Berns reveals the inner workings of the iconoclast's mind with remarkable clarity. Each engaging chapter goes on to describe practical actions we can each take to understand and unleash our own potential to think differently such as seeking out new environments, novel experiences, and first-time acquaintances.

Packed with engaging stories, science-based insights, potent practices, and examples from a startling array of disciplines, this engaging book will help you understand how iconoclasts think and equip you to begin thinking more like an iconoclast yourself."

(McGraw-Hill)

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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.

(McGraw-Hill)

introduction: doing what cant be done

howard armstrong

Chapter 1: Seeing Like an Iconoclast

dale chihuly, paul lauterbur, nolan bushnell

Chapter 2: From Perception to Imagination

walt disney, florence nightingale, branch rickey, kary mullis

Chapter 3: Fear: The Inhibitor of Action

jackie robinson, dixie chicks, computer associates, rite-solutions

Chapter 4: How Fear Distorts Perception

nasa, richard feynman, solomon asch, martin luther king, jr

Chapter 5: Why the Fear of Failure Makes People Risk Averse

david dreman, bill miller, henry ford

Chapter 6: Brain Circuits for Social Networking

pablo picasso, vincent van gogh, stanley milgram, ray kroc, arnold schwarzenegger, linus torvalds, warren buffett

Chapter 7: Private Spaceflight: A Case Study of Iconoclasts Working Together

burt rutan, richard branson, peter diamandis, rick homans

Chapter 8: When Iconoclast Becomes Icon

arthur jones, jonas salk, steve jobs

Appendix: The Iconoclasts Pharmacopeia

(McGraw-Hill)