by Mark Beeman (Author), Yvette S. Kounios (Contribution by), John Kounios (Author) "An incredible accomplishment"-The Wall Street Journal "Delicious"-Newsweek "An amazing book"-Steven Kotler, New York Times bestselling author of Last Tango in Cyberspace "An excellent title for those interested in neuroscience or creativity....The writing is engaging and readable...including suggestions throughout to help people become more insightful."-Library Journal (Starred Review) "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 " An] ingenious, thoughtful update on how the mind works."-Kirkus Reviews The Eureka Factor is the most authoritative and engaging book about the science and practical enhancement of creative insight. It has now been reissued in paperback by the authors, John Kounios and Mark Beeman, the cognitive neuroscientists who discovered how the brain has aha moments-sudden creative insights. They explain how aha moments happen, when we need them, and how we can have more of them to enrich our lives and empower personal and professional success. Eureka or aha moments are sudden realizations that expand our understanding of the world and ourselves, conferring both personal growth and practical advantage. Creative insights conveyed an important discovery in the science of genetics to Nobel laureate Barbara McClintock, the melody of a Beatles ballad to Paul McCartney, and an understanding of the cause of human suffering to the Buddha. But these moments of clarity are not given only to the famous. Anyone can have them. In The Eureka Factor, Kounios and Beeman explain how insights arise and what the scientific research says about stimulating more of them. They also explain when insights are helpful and when methodical thinking is better. Written in a lively, colorful style, this book goes beyond scientific principles to offer productive techniques for realizing your creative potential at home and at work. It also tells compelling anecdotes that illustrate how eureka experiences can be a key factor in your life. Attend a dinner party with Christopher Columbus to learn why we need insights. Go to a baseball game with the director of a classic Disney Pixar movie to learn about one important type of aha moment. Observe the behind-the-scenes arrangements for an Elvis Presley concert to learn why the timing of insights is crucial.