How to Think Differently
In the last decade a revolution has occurred in the way that
Everything the brain sees, hears, or touches has multiple
scientists think about the brain. We now know that the
interpretations. The one that is ultimately chosen is simply
decisions humans make can be traced to the firing patterns of
the brain's best theory. ln technical terms, these conjectures
neurons in specific parts of the brain. These discoveries have
have their basis in the statistical likelihood of one
led to the field known as neuroeconomics, which studies the
interpretation over another and are heavily influenced by
brains secrets to success in an economic environment that
past experience and, importantly for potential iconoclasts
demands innovation and being able to do things differently
what other people say.
from competitors. A brain that can do this is an iconoclastic
one. Briefly, an iconociost is a person who does something
The best way to see things differently to other people is to
that others say can't he done.
bombard the brain with things it has never encountered
before. Novelty releases the perceptual process from the
This definition implies that iconoclasts are different from other
chains of past experience and forces the brain to make new
people, but more precisely, it is their brains that are different in judgments. Successful iconoclasts have an extraordinary
three distinct ways: perception, fear response, and social
willingness to be exposed to what is fresh and different.
intelligence. Each of these three functions utilizes a different
Observation of iconoclasts shows that they embrace novelty
circuit in the brain. Naysayers might suggest that the brain is
while most people avoid things that are different.
irrelevant, that thinking in an original, even revolutionary. way
is more a matter of personality than brain function. But the
The problem with novelty, however, is that lt tends to trigger
held of neuroeconomics was born out of the realization that
the brain's fear system. Fear is a major impediment to
the physical workings of the brain place limitations on the way
thinking like an iconoclast and stops the average person in
we make decisions. By understanding these constraints, we
his tracks. There are many types of fear, but the two that
begin to understand why some people march to a different
inhibit iconoclastic thinking and people generally find difficult
drumbeat.
to deal with are fear of uncertainty and fear of public ridicule.
The first thing to realize is that the brain suffers from limited
These may seem like trivial phobias. But fear ol public
resources. It has a fixed energy budget, about the same as a
speaking, which everyone must do from time to time, afflicts
40 watt light bulb, so it has evolved to work as efficiently as
one third of the population. This makes it too common to be
possible. This is where most people are impeded from being
considered a mental disorder. It is simply a common variant
an iconoclast. For example, when confronted with information
of human nature, one which iconoclasts do not let inhibit
streaming from the eyes, the brain will interpret this
their reactions
information in the quickest way possible. Thus it will draw on
both past experience and any other source of information,
Finally, to be successful iconoclasts, individuals must sell
such as what other people say, to make sense of what it is
their ideas to other people. This is where social intelligence
seeing. This happens all the time. The brain takes shortcuts
comes in. Social intelligence is the ability to understand and
that work so well we are hardly ever aware of them. We think
manage people in a business setting. ln the last decade
our perceptions of the world are real, but they are only
there has been an explosion of knowledge about the social
biological and electrical rumblings. Perception is not simply a
brain and how the braln works when groups coordinate
product of what your eyes or ears transmit to your brain. More
decision making. Neuroscience has revealed which brain
than the physical reality of photons or sound waves,
circuits are responsible for functions like understanding what
perception ls a product of the brain.
other people think, empathy, fairness, and social identity.
These brain regions play key roles in whether people
Perception is central to iconoclasm. Iconoclasts see things
convince others of their ideas. Perception is important in
differently to other people. Their brains do not fall into
social cognition too. The perception of someone's
efficiency pitfalls as much as the average persons brain.
enthusiasm, or reputation, can make or break a deal.
iconoclasts, either because they were born that way or
Understanding how perception becomes intertwined with
through learning, have found ways to work around the
social decision making shows why successful iconoclasts
perceptual shortcuts that plague most people. Perception ls
are so rare.
not something that is hardwired into the brain. It is a learned
process, which is both a curse and an opportunity for change.
Iconoclasts create new opportunities in every area from
The brain faces the fundamental problem of interpreting
artistic expression to technology to business They supply
physical stimuli from the senses.
creativity and innovation not easily accomplished by
committees. Rules aren't important to them. Iconoclasts face
alienation and failure, but can also be a major asset to any
organization. It is crucial for success in any field to
understand how the iconoclastic mind works.
