Uneven book with certain useful discussions of the neuropsychology of creativity and insight. Competently written with short chapters, some pithier and better focused than others. Drawbacks: * the book is filled with unreplicated "studies show science" (admittedly unavoidable in any soft science like psychology), * many of the insights from the authors border on common knowledge, and * the book loses the thread at times (for example from Chapter 8 onward the book becomes unfocused and unrigorous, and the authors lapse into speculative leaps far outside their circle of competence). Readers who want to increase their ability to generate ideas and insights would be better served reading Don Norman's tremendously useful book The Design of Everyday Things . The Eureka Factor can be safely skimmed, or skipped. Notes: Preface 1) Good one sentence summary of the book: "Our goal is to explain what insights are, how they arise, and what the scientific research says a
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