Elastic: The Science of Creativity and Innovation

Product Description

What do PokUmon Go and Mary Shelley's Frankenstein have in common?
Why do some businesses survive, and others fail at the first sign of change?
What gives the human brain the edge over computers?

The answer- Elastic Thinking.

It's an ability we all possess, and one that we can all learn to hone in order to succeed, at work and in our everyday lives.

Here Mlodinow, whose own flexible thinking has taken him from physics professor to TV scriptwriter and bestselling author, takes us on a revelatory exploration of how elasticity works. He draws on cutting-edge neuroscience to show how, millennia ago, our brains developed an affinity for novelty, idea generation and exploration. He discovers how flexible thinking enabled some of the greatest artists, writers, musicians and innovators to create paradigm shifts. He investigates the organisations that have demonstrated an elastic ability to adapt to new technologies. And he shows you how you can test your brain power.

By uncovering the secrets to flexing your own thinking, Elastic shows you how to adapt and thrive in an endlessly dynamic world.What do PokUmon Go and Mary Shelley's Frankenstein have in common?
Why do some businesses survive, and others fail at the first sign of change?
What gives the human brain the edge over computers?

The answer- Elastic Thinking.

It's an ability we all possess, and one that we can all learn to hone in order to succeed, at work and in our everyday lives.

Here Mlodinow, whose own flexible thinking has taken him from physics professor to TV scriptwriter and bestselling author, takes us on a revelatory exploration of how elasticity works. He draws on cutting-edge neuroscience to show how, millennia ago, our brains developed an affinity for novelty, idea generation and exploration. He discovers how flexible thinking enabled some of the greatest artists, writers, musicians and innovators to create paradigm shifts. He investigates the organisations that have demonstrated an elastic ability to adapt to new technologies. And he shows you how you can test your brain power.

By uncovering the secrets to flexing your own thinking, Elastic shows you how to adapt and thrive in an endlessly dynamic world.
Leonard Mlodinow is the bestselling author The Drunkard's Walk (New York Times Notable Book), Subliminal (winner of the PEN / E. O. Wilson Award) and, with Stephen Hawking, The Grand Design. Trained as a physicist, he went on to write for television series such as Star Trek- The Next Generation and work in the gaming industry before becoming a full time writer.