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About the book
  • Published: 9 April 2015
  • ISBN: 9781446473344
  • Imprint: Cornerstone Digital
  • Format: EBook
  • Pages: 288

The Eureka Factor

Creative Insights and the Brain




Does for creativity what Jonah Lehrer's The Decisive Moment does for decision-making and Kevin Dutton's Flipnosis does for persuasion.

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 everyday life. Now, new brain-imaging techniques pioneered by neuroscientists Mark Jung-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.

This cutting-edge and inspiring book reveals how this part of our mind really works, and how we can all improve our ability to think outside the box. It also explores the role played by mood, personality and environment in problem-solving and the creative process.

  • Pub date: 9 April 2015
  • ISBN: 9781446473344
  • Imprint: Cornerstone Digital
  • Format: EBook
  • Pages: 288

About the Authors

Mark Beeman

Dr Mark Beeman is Professor of Psychology and Neuroscience at Northwestern University, and researches creative problem solving and creative cognition, language comprehension and how the right and left hemispheres process information. He is a Fellow of the Association for Psychological Science and a Kavli Fellow of the National Academy of Sciences. He and his children live just outside Chicago.

John Kounios

Dr John Kounios is Professor of Psychology at Drexel University and has published cognitive neuroscience research on insight, creativity, problem solving, memory, knowledge representation and Alzheimer's disease. He has held research and faculty positions at Princeton University, the University of Pennsylvania, and the National Center for Post-Traumatic Stress Disorder and is a Fellow of the Association for Psychological Science. He lives with his wife and children in the Philadelphia area.


Praise for The Eureka Factor

“A very good book about insights ... Kounios and Beeman are good storytellers.”

Evening Standard

“An incredible accomplishment ... a fascinating guide to how advances in science are made in general ... Wonderful ideas appear as if out of nowhere - and we are delighted.”

Wall Street Journal

“A vigorous voyage inside the mind to understand those electrifying but elusive moments of discovery - and how we can have them more often.”

Adam Grant, New York Times bestselling author of Give and Take

“The Eureka Factor is a highly engaging and informative look into the fascinating topic of sudden creative insights. Kounios and Beeman convincingly show that what once seemed like a mysterious feature of the human mind is yielding to dramatic advances in psychology and neuroscience. Combining state-of-the-art research with compelling everyday examples, this book is essential reading for anyone who has ever wondered what makes it possible to experience an 'Aha' moment.”

Daniel L. Schacter, William R. Kenan, Jr. Professor of Psychology, Harvard University, and author of The Seven Sins of Memory: How the Mind Forgets and Remembers

“The Eureka Factor presents a fascinating and illuminating account of the creative process and how to foster it.”

James J. Heckman, Nobel laureate in economics

“A very good book about insights..Konuious and Beeman are good storytellers. I love the one about the firefighter in a bush fire.”

Evening Standard


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