Iconoclast

4 out of 5 stars.

by Gregory Berns, Harvard Business Press, 2010, 250pp, RRP$29.99

According to author Gregory Berns, an iconoclast is a person who does something that others say can’t be done.

So you want to be an iconoclast? This book won’t tell you exactly how to become one, but it will point you in the right direction.

Berns is a professor of neuroeconomics, which is a sub-discipline at the leading edge of neuroscience.

In turn, neuroscience looks at the chemical crossfire behind our brain’s decision-making. It’s all about dopamine, neurons and the pre-frontal cortex.

It’s a field of study fruitful in providing new insights for behavioural analysis.

Despite all that, it’s a pretty readable book.

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