Mark Beeman

The Eureka Factor
  • The Eureka Factor

  • Where do great ideas come from?
    What actually happens in your brain during a ‘Eureka’ moment?

    How can we have more of them?

    John Kounios and Mark Beeman, leading experts on the neural bases of insight and creative thinking, have conducted pioneering neuroimaging research examining brain activity at and before these moments of clarity. In The Eureka Factor they reveal exactly how sudden insights are formed in the brain, how we can increase our chances of generating them, and how they impact our thinking.

    Helping to unlock the mechanisms behind intuitive flashes and inspiration, this ground-breaking account not only explains the science of insight, but also describes the keys to innovation and creativity.

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.

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