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 millenia since Archimedes supposedly first shouted
'Eureka!' as he sat in his bath. The word - Greek for 'I have found
it' - captures the feeling we have all experienced during moments
of sudden insight. Despite a century of scientific inquiry into the
nature of these particular moments, their origin has remained a
mystery. Mark Beeman and John Kounios, leading experts on the
neural bases of insight and creative thinking, have conducted
pioneering neuroimaging research examining brain activity at and
before these moments of clarity. In The Eureka Factor they reveal
exactly how sudden insights are formed in the brain, how we can
increase our chances of generating them, and how they impact our
thinking. Helping to unlock the mechanisms behind intuitive flashes
and inspiration, this groundbreaking account not only explains the
science of insight, but also describes the keys to innovation and
creativity.
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