A neuroscientist reveals how to think differently
In the last decade a revolution has occurred in the way that scientists think
about the brain. We now know that the decisions humans make can be
traced to the firing patterns of neurons in specific parts of the brain. These
discoveries have led to the field known as neuroeconomics, which studies
the brain's secrets to success in an economic environment that demands
innovation and being able to do things differently from competitors. A brain
that can do this is an iconoclastic one. Briefly, an iconoclast is a person
who does something that others say can't be done.
This definition implies that iconoclasts are different from other people, but
more precisely, it is their brains that are different in three distinct ways:
perception, fear response, and social intelligence. Each of these three
functions utilizes a different circuit in the brain. Naysayers might suggest
that the brain is irrelevant, that thinking in an original, even revolutionary,
way is more a matter of personality than brain function. But the field of
neuroeconomics was born out of the realization that the physical workings
of the brain place limitations on the way we make decisions. By
understanding these constraints, we begin to understand why some people
march to a different drumbeat.
The first thing to realize is that the brain suffers from limited resources. It
has a fixed energy budget, about the same as a 40 watt light bulb, so it has
evolved to work as efficiently as possible. This is where most people are
impeded from being an iconoclast. For example, when confronted with
information streaming from the eyes, the brain will interpret this
information in the quickest way possible. Thus it will draw on both past
experience and any other source of information, such as what other people
say, to make sense of what it is seeing. This happens all the time. The brain
takes shortcuts that work so well we are hardly ever aware of them. We
think our perceptions of the world are real, but they are only biological and
electrical rumblings. Perception is not simply a product of what your eyes
or ears transmit to your brain. More than the physical reality of photons or
sound waves, perception is a product of the brain.
Perception is central to iconoclasm. Iconoclasts see things differently to
other people. Their brains do not fall into efficiency pitfalls as much as the
average person's brain. Iconoclasts, either because they were born that way
or through learning, have found ways to work around the perceptual
shortcuts that plague most people. Perception is not something that is
hardwired into the brain. It is a learned process, which is both a curse and
an opportunity for change. The brain faces the fundamental problem of
interpreting physical stimuli from the senses. Everything the brain sees,
hears, or touches has multiple interpretations. The one that is ultimately
chosen is simply the brain's best theory. In technical terms, these
conjectures have their basis in the statistical likelihood of one
interpretation over another and are heavily influenced by past experience
and, importantly for potential iconoclasts, what other people say.
The best way to see things differently to other people is to bombard the
brain with things it has never encountered before. Novelty releases the
perceptual process from the chains of past experience and forces the brain
to make new judgments. Successful iconoclasts have an extraordinary
willingness to be exposed to what is fresh and different. Observation of
iconoclasts shows that they embrace novelty while most people avoid things
that are different.
The problem with novelty, however, is that it tends to trigger the brain's fear
system. Fear is a major impediment to thinking like an iconoclast and stops
the average person in his tracks. There are many types of fear, but the two
that inhibit iconoclastic thinking and people generally find difficult to deal
with are fear of uncertainty and fear of public ridicule. These may seem like
trivial phobias. But fear of public speaking, which everyone must do from
time to time, afflicts one-third of the population. This makes it too common
to be considered a mental disorder. It is simply a common variant of human
nature, one which iconoclasts do not let inhibit their reactions.
Finally, to be successful iconoclasts, individuals must sell their ideas to
other people. This is where social intelligence comes in. Social intelligence is
the ability to understand and manage people in a business setting. In the
last decade there has been an explosion of knowledge about the social brain
and how the brain works when groups coordinate decision making.
Neuroscience has revealed which brain circuits are responsible for
functions like understanding what other people think, empathy, fairness,
and social identity. These brain regions play key roles in whether people
convince others of their ideas. Perception is important in social cognition
too. The perception of someone's enthusiasm, or reputation, can make or
break a deal. Understanding how perception becomes intertwined with
social decision making shows why successful iconoclasts are so rare.
Iconoclasts create new opportunities in every area from artistic expression
to technology to business. They supply 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.
Questions 1-5
Choose the correct letter, A, B, C or D.
1Neuroeconomics is a field of study which seeks to
Acause a change in how scientists understand brain chemistry.
Bunderstand how good decisions are made in the brain.
Cunderstand how the brain is linked to achievement in competitive fields.
Dtrace the specific firing patterns of neurons in different areas of the brain.
2According to the writer, iconoclasts are distinctive because
Athey create unusual brain circuits.
Btheir brains function differently.
Ctheir personalities are distinctive.
Dthey make decisions easily.
3According to the writer, the brain works efficiently because
Ait uses the eyes quickly.
Bit interprets data logically.
Cit generates its own energy.
Dit relies on previous events.
4The writer says that perception is
Aa combination of photons and sound waves.
Ba reliable product of what your senses transmit.
Ca result of brain processes.
Da process we are usually conscious of.
5According to the writer, an iconoclastic thinker
Acentralises perceptual thinking in one part of the brain.
Bavoids cognitive traps.
Chas a brain that is hardwired for learning.
Dhas more opportunities than the average person.
Questions 6-11
Do the following statements agree with the information given in the Reading Passage?
In boxes 6-11 on your answer sheet, write
YESif the statement agrees with the writer's claims
NOif the statement contradicts the writer's claims
NOT GIVENif there is impossible to say what the writer thinks about this
6Exposure to different events forces the brain to think differently. ..........
7Iconoclasts are unusually receptive to new experiences. ..........
8Most people are too shy to try different things. ..........
9If you think in an iconoclastic way, you can easily overcome fear. ..........
10When concern about embarrassment matters less, other fears become irrelevant. ..........
11Fear of public speaking is a psychological illness. ..........
Questions 12-14
Complete each sentence with the correct ending, A-E, below.
A requires both perceptual and social intelligence skills.
B focuses on how groups decide on an action.
C works in many fields, both artistic and scientific.
D leaves one open to criticism and rejection.
E involves understanding how organisations manage people.
12Thinking like a successful iconoclast is demanding because it ..........
13The concept of the social brain is useful to iconoclasts because it ..........
14Iconoclasts are generally an asset because their way of thinking ..........
Questions 1-5
Choose the correct letter, A, B, C or D.
1Neuroeconomics is a field of study which seeks to
Acause a change in how scientists understand brain chemistry.
Bunderstand how good decisions are made in the brain.
Cunderstand how the brain is linked to achievement in competitive fields.
Dtrace the specific firing patterns of neurons in different areas of the brain.
2According to the writer, iconoclasts are distinctive because
Athey create unusual brain circuits.
Btheir brains function differently.
Ctheir personalities are distinctive.
Dthey make decisions easily.
3According to the writer, the brain works efficiently because
Ait uses the eyes quickly.
Bit interprets data logically.
Cit generates its own energy.
Dit relies on previous events.
4The writer says that perception is
Aa combination of photons and sound waves.
Ba reliable product of what your senses transmit.
Ca result of brain processes.
Da process we are usually conscious of.
5According to the writer, an iconoclastic thinker
Acentralises perceptual thinking in one part of the brain.
Bavoids cognitive traps.
Chas a brain that is hardwired for learning.
Dhas more opportunities than the average person.
Questions 6-11
Do the following statements agree with the information given in the Reading Passage?
In boxes 6-11 on your answer sheet, write
YESif the statement agrees with the writer's claims
NOif the statement contradicts the writer's claims
NOT GIVENif there is impossible to say what the writer thinks about this
6Exposure to different events forces the brain to think differently. YES
7Iconoclasts are unusually receptive to new experiences. YES
8Most people are too shy to try different things. NOT GIVEN
9If you think in an iconoclastic way, you can easily overcome fear. NO
10When concern about embarrassment matters less, other fears become irrelevant. NOT
GIVEN
11Fear of public speaking is a psychological illness. NO
Questions 12-14
Complete each sentence with the correct ending, A-E, below.
A requires both perceptual and social intelligence skills.
B focuses on how groups decide on an action.
C works in many fields, both artistic and scientific.
D leaves one open to criticism and rejection.
E involves understanding how organisations manage people.
12Thinking like a successful iconoclast is demanding because it A
13The concept of the social brain is useful to iconoclasts because it B
14Iconoclasts are generally an asset because their way of thinking C
