Hits and Misses: How Neuroscience Can Boost Your Creativity | David Eagleman | Big Think

Hits and Misses: How Neuroscience Can Boost Your Creativity
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"All ideas have a genealogy," says David Eagleman. A writer, neuroscientist, and adjunct professor at Stanford University, he's definitely clued in to what makes ideas click. He posits that the brain craves something new so much that if you give someone the same thing over and over that after a certain amount of time you'll begin to see diminished returns in excitement. But sometimes "new" isn't necessarily new at all. He points out that although the iPhone is a revolutionary product it bears heavy similarity to an invention from IBM... from two decades ago. New ideas tend to be built upon similar ones, David Eagleman says, because "what we’re doing is building on the foundations of what has come before us." David's new book is The Runaway Species: How Human Creativity Remakes the World.
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DAVID EAGLEMAN:

David Eagleman is a neuroscientist and a New York Times bestselling author. He directs the Laboratory for Perception and Action at the Baylor College of Medicine, where he also directs the Initiative on Neuroscience and Law. He is best known for his work on time perception, brain plasticity, synesthesia, and neurolaw.

He is the writer and presenter of the PBS epic series, The Brain with David Eagleman, and the author of the cmpanion book, The Brain: The Story of You.

Beyond his 100+ academic publications, he has published many popular books. His bestselling book Incognito: The Secret Lives of the Brain, explores the neuroscience "under the hood" of the conscious mind: all the aspects of neural function to which we have no awareness or access. His work of fiction, SUM, is an international bestseller published in 28 languages and turned into two operas. Why the Net Matters examines what the advent of the internet means on the timescale of civilizations. The award-winning Wednesday is Indigo Blue explores the neurological condition of synesthesia, in which the senses are blended. 

Eagleman is a TED speaker, a Guggenheim Fellow, a winner of the McGovern Award for Excellence in Biomedical Communication, a Next Generation Texas Fellow, Vice-Chair on the World Economic Forum's Global Agenda Council on Neuroscience & Behaviour, a research fellow in the Institute for Ethics and Emerging Technologies, Chief Scientific Advisor for the Mind Science Foundation, and a board member of The Long Now Foundation. He has served as an academic editor for several scientific journals. He was named Science Educator of the Year by the Society for Neuroscience, and was featured as one of the Brightest Idea Guys by Italy's Style magazine.  He is founder of the company BrainCheck and the cofounder of the company NeoSensory.  He was the scientific advisor for the television drama Perception, and has been profiled on the Colbert Report, NOVA Science Now, the New Yorker, CNN's Next List, and many other venues. He appears regularly on radio and television to discuss literature and science.
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TRANSCRIPT:

David Eagleman: The interesting part about how the brain works is that it loves novelty. And so if you present something over and over—the same thing—to the brain it quickly starts showing a smaller response. This is called repetition suppression. 

In other words the brain really cares the first time, then cares a little less the second time. By the third and fourth and fifth time the brain cares a lot less. 

So what this means is that we’re always leaning into the future. We care about novelty. 

But the interesting part is we don’t want too much novelty, because that’s disorienting. So you might want to go to Burning Man for five days, but you don’t want to live there all year. 

And so we’re always caught in this ground between familiarity and novelty. And this is where creativity lives, because brains are looking for this balance and you can see this in lots of ways. 

Just as an example take skeuomorphs. So skeuomorphs are these digital objects that have a relationship to a physical object. So when you’re saving something on your computer you press the little floppy disk, which we haven’t used for a couple of decades now. Or you make a phone call by pressing a handset, which is the old type of handset that kids nowadays don’t even know what that is! Or you send an email by pressing an enveloped letter, or you throw away your zeros and ones in a trash can, and so on. 

So these are all illustrations of the way that we like to have on...

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