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Iconoclast: A Neuroscientist Reveals How to Think Differently Hardcover – Sep 2 2008


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Product Details

  • Hardcover: 250 pages
  • Publisher: Harvard Business Review Press (Sept. 2 2008)
  • Language: English
  • ISBN-10: 1422115011
  • ISBN-13: 978-1422115015
  • Product Dimensions: 23.4 x 15.7 x 3 cm
  • Shipping Weight: 567 g
  • Average Customer Review: 3.0 out of 5 stars  See all reviews (5 customer reviews)
  • Amazon Bestsellers Rank: #264,840 in Books (See Top 100 in Books)
  • See Complete Table of Contents

Product Description

About the Author

Gregory Berns, MD, PhD, is professor of psychiatry and behavioral sciences at Emory University. He has written for numerous science publications and has been interviewed on National Public Radio, CNN, and ABC's Primetime. He has been profiled frequently in the Wall Street Journal, New York Times, and other media.

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Customer Reviews

3.0 out of 5 stars

Most helpful customer reviews

30 of 31 people found the following review helpful By Robert Morris HALL OF FAMETOP 10 REVIEWER on Sept. 23 2008
Format: Hardcover
If I recall correctly, it was in a world history class in an elementary school in Chicago when I first became aware of the word "iconoclast" while reading about an Athenian political and military leader, Alcibiades (5th century BC), whose enemies charged him with sacrilege after seamen under his command became drunk while ashore and roamed the streets, smashing statues of various deities and dignitaries. Curious, I recently checked the Online Etymological Dictionary and learned that an iconoclast is a "breaker or destroyer of images" from the Late Greek word eikonoklastes. Centuries later, an iconoclast was viewed as "one who attacks orthodox beliefs or institutions." This brief background helps to introduce Gregory Berns's book in which he examines a number of people who in recent years accomplished what others claimed could not be done. When doing so, these modern iconoclasts attacked orthodox beliefs and, in some cases, institutions. "The overarching theme of this book is that iconoclasts are able to do things that others say can't be done, because iconoclasts perceive things differently than other people." Berns goes on to explain that the difference in perception "plays out in the initial stages of an idea. It plays out in how their manage their fears, and it manifests in how they pitch their ideas to the masses of noniconoclasts. It is an exceedingly rare individual who possesses all three of these traits."

I was already somewhat familiar with several of the exemplars discussed in this book but not with others. They include Solomon Asch, Warren Buffett, Nolan Bushnell, Dale Chihuly, Ray Croc, Walt Disney, David Dreman, Richard Feynman, Henry Ford, Steve Jobs, Martin Luther King, Jr.
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4 of 4 people found the following review helpful By Donald Mitchell #1 HALL OF FAMETOP 50 REVIEWER on May 2 2009
Format: Hardcover
If you want to be an original, influential thinker and doer, I recommend this book to you.

I admire books that can create a balance between story and fact. Iconoclast is quite well done from that perspective. If your mind is stuck in a rut, you'll get both some solid information and helpful inspiration to help you head off in a fruitful new direction from Iconoclast.

Before saying more, I must comment that this book is incorrectly titled. To me an iconoclast is someone who "attacks widely accepted ideas, beliefs, etc." at least as my dictionary puts it. This book is much more about "thinking differently" in a creative sense than it is about attacking the status quo as a rebel with a different perspective. As a result, those who want to be more iconoclastic may be disappointed in the content. Those who wish to be free of William Blake's "mind-forged manacles" will be pleased, however.

The book's main weakness is that not all of the stories are well chosen for the purpose. In addition, I felt that some didn't match what else I had read about the individuals. As a result, the book felt a little "off" at times . . . as though it was stretching too far to make a point.

The book could also have used more on the subject of how original thinkers can capture the popular imagination and rein in any anti-social attitudes that arise as part of their singular viewpoints.

It's a short book and a quick read. Don't be afraid to read about neuroscience. It's not painful!
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6 of 7 people found the following review helpful By Barry Linetsky on Aug. 11 2010
Format: Paperback
This is clearly the worst business book I've ever read from a respectable business publisher. Turns out Berns argues as if he is a determinist who doesn't believe man has free-will. As such, while the cover informs us that "a neuroscientist reveals how to think differently," the neuroscientist himself informs us that iconoclasts are born, not made.

His argument is simplistic and circular in its reasoning, and is as follows:
Premise 1: Those who do things that others say can't be done are iconoclasts
Premise 2: The brains of iconoclasts are different from the brains of non-iconoclasts
Premise 3: Only those born with iconoclastic brains can be iconoclasts
Conclusion: Only iconoclasts can do things that others say can't be done.

Berns writes that "It seems obvious that there should be something different in the brains of [iconoclasts], but because these individuals are rare, it is difficult to pin down what these differences might be" (p. 119). The focus for Berns is on brains, not thinking, which is the result of his biological determinism. Furthermore, he provides no evidence in the book that he has ever studied the brain or the thinking processes of a single iconoclast, or ever interviewed one, so there is no scientific, or even anecdotal evidence to support his deterministic viewpoint. To put it bluntly, he's making the whole thing up through deduction from arbitrary premises, supported with weak to non-existent evidence that sorely fails to support his arbitrary assertion that the brains of iconoclasts are different.

Don't bother to read this book. I read it hoping to gain some insight into the minds of those Berns identifies as iconoclasts, people like Walt Disney and Richard Branson, Ray Kroc, and Warren Buffet.
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