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Two pioneering cognitive neuroscientists unveil the mystery of sudden insight, and unlock the mechanisms behind intuition and inspiration.

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.


A very good book about insights ... Kounios and Beeman are good storytellers.

Evening Standard

An incredible accomplishment ... a fascinating guide to how advances in science are made in general ... Wonderful ideas appear as if out of nowhere - and we are delighted.

Wall Street Journal

A vigorous voyage inside the mind to understand those electrifying but elusive moments of discovery - and how we can have them more often.

Adam Grant, New York Times bestselling author of Give and Take

The Eureka Factor is a highly engaging and informative look into the fascinating topic of sudden creative insights. Kounios and Beeman convincingly show that what once seemed like a mysterious feature of the human mind is yielding to dramatic advances in psychology and neuroscience. Combining state-of-the-art research with compelling everyday examples, this book is essential reading for anyone who has ever wondered what makes it possible to experience an 'Aha' moment.

Daniel L. Schacter, William R. Kenan, Jr. Professor of Psychology, Harvard University, and author of The Seven Sins of Memory: How the Mind Forgets and Remembers

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

A very good book about insights..Konuious and Beeman are good storytellers. I love the one about the firefighter in a bush fire.

Evening Standard

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Formats & editions

  • Paperback


    May 30, 2016

    Windmill Books

    288 pages

    RRP $22.99

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  • EBook


    April 9, 2015

    Cornerstone Digital

    288 pages

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