ISBN 9780434019823,The Eureka Factor

The Eureka Factor


Random House

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Random House

Publication Year 2015

ISBN 9780434019823

ISBN-10 0434019828


Number of Pages 288 Pages
Language (English)


Where do great ideas come from? What actually happens in your brain during a Eureka moment? And how can we have more of them? It has been two millennia since Archimedes first shouted 'Eureka!', yet in all that time the origin of such moments of insight, where a solution to a problem suddenly appears in your mind when you least expect it, have been a complete mystery. Insight plays a key role in everything from scientific discovery and business innovation to art, relationships and everyday life. Now, new brain-imaging techniques pioneered by neuroscientists Mark Beeman and John Kounios have revealed, for the very first time, what is actually going on in our brains immediately before and during, that flash of creative insight - and are proving that such 'Aha!'-moments are not the sole province of genius.

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