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.

[作者介绍]

格雷戈里•伯恩斯(Gregory Berns)

◆神经经济学先锋人物，加州大学医学与生物医药工程双料博士，现任埃默里大学神经经济学教授、神经政策研究中心主任。

◆美国神经经济学协会创始会员、秘书，美国精神病学与神经病学委员会（ABPN）认证精神病学家。

◆多年来致力于研究人类的动机、决策以及创新行为，成果发表于Science、Neuron等顶级学术期刊。

◆《纽约时报》，《福布斯》，《华尔街时报》等多家著名媒体曾介绍其生平及研究成果。活跃于各大主流媒体，包括CNN、NPR、ABC等。