The Breakthrough Brain: The Neuroscience of Creativity for Smarter Early-Stage Innovation (Hardcover) (ISBN-13: 9781788609609)

How do you escape 'business as usual' thinking and regularly and reliably create breakthrough ideas?

Millions are spent every year in the quest to generate breakthrough ideas to drive growth. Yet fewer than 25% of people believe they're doing a good job of harnessing creativity to get to big ideas.

The Breakthrough Brain helps you harness human creativity with the digestible, inspiring and immensely practical Neuroscience of Creativity framework. Discover the five principles you need to master to demystify creativity unlock regular and reliable innovation and solve this disconnect: Cognitive Focus, Cycles of Deep Thinking, Creative Flow, Challenging Reality and Courageous Choices.

The result? You're free to play your creative A game, rediscover the joy of creativity, ignite big ideas and drive business growth.

Whether you're in Innovation, Insights, Marketing/Brand or R&D, or simply have a mandate for injecting fresh thinking into your business, this is for you.

Coral McConnon is the Founder and CEO of 8 Innovation and a champion for the power of creativity to deliver smarter, more strategic innovation. She has worked with global brands on hundreds of complex front-end innovation challenges, applying the neuroscience of creativity to get to bigger ideas that land.