---
product_id: 13926333
title: "The Eureka Factor: Aha Moments, Creative Insight, and the Brain"
price: "₱4834"
currency: PHP
in_stock: true
reviews_count: 13
url: https://www.desertcart.ph/products/13926333-the-eureka-factor-aha-moments-creative-insight-and-the-brain
store_origin: PH
region: Philippines
---

# The Eureka Factor: Aha Moments, Creative Insight, and the Brain

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## Description

In a book perfect for readers of Charles Duhigg’s The Power of Habit, David Eagleman’s Incognito, and Leonard Mlodinow’s Subliminal, the cognitive neuroscientists who discovered how the brain has aha moments—sudden creative insights—explain how they happen, when we need them, and how we can have more of them to enrich our lives and empower personal and professional success. Eureka or aha moments are sudden realizations that expand our understanding of the world and ourselves, conferring both personal growth and practical advantage. Such creative insights, as psychological scientists call them, were what conveyed an important discovery in the science of genetics to Nobel laureate Barbara McClintock, the melody of a Beatles ballad to Paul McCartney, and an understanding of the cause of human suffering to the Buddha. But these moments of clarity are not given only to the famous. Anyone can have them. In The Eureka Factor, John Kounios and Mark Beeman explain how insights arise and what the scientific research says about stimulating more of them. They discuss how various conditions affect the likelihood of your having an insight, when insight is helpful and when deliberate methodical thought is better suited to a task, what the relationship is between insight and intuition, and how the brain’s right hemisphere contributes to creative thought. Written in a lively, engaging style, this book goes beyond scientific principles to offer productive techniques for realizing your creative potential—at home and at work. The authors provide compelling anecdotes to illustrate how eureka experiences can be a key factor in your life. Attend a dinner party with Christopher Columbus to learn why we need insights. Go to a baseball game with the director of a classic Disney Pixar movie to learn about one important type of aha moment. Observe the behind-the-scenes arrangements for an Elvis Presley concert to learn why the timing of insights is crucial. Accessible and compelling, The Eureka Factor is a fascinating look at the human brain and its seemingly infinite capacity to surprise us. Praise for The Eureka Factor “Delicious . . . In The Eureka Factor, neuroscientists John Kounios and Mark Beeman give many other examples of [a] kind of lightning bolt of insight, but back this up with the latest brain-imaging research.” — Newsweek “An incredible accomplishment . . . [ The Eureka Factor ] is not just a chronicle of the journey that numerous scientists (including the authors) have taken to examine insight but is also a fascinating guide to how advances in science are made in general. Messrs. Kounios and Beeman examine how a parade of clever experiments can be designed to answer specific questions and rule out alternative possibilities. . . . Wonderful ideas appear as if out of nowhere—and we are delighted.” — The Wall Street Journal “An excellent title for those interested in neuroscience or creativity . . . The writing is engaging and readable, mixing stories of famous perceptions with explanations of how such revelations happen.” — Library Journal (starred review) “A lively and accessible ‘brain’ book with wide appeal.” — Booklist “[An] ingenious, thoughtful update on how the mind works.” —Kirkus Reviews “ 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

Review: Great book for anyone! - This book was very well written and very tough to put down. It seemed to be the perfect length and despite being co-authored, the writing styles of the authors meshed really well together. The authors are able to model what it takes to try to gain insights by tackling the premise from multiple angles of science, anecdotes, psychology and neuroscience but in a way that is accessible to anyone who does not have a science background. I thoroughly enjoyed the stories of insights from wide ranging fields and from some familiar people (Helen Keller, Einstein) as well as those who you haven't heard of (the designer of a golf club, a talented scientist who came up with multiple innovations that have impacted patients). I do enjoy reading about science and psychology and have explored the depths of Iain McGilchrist's work and I still gained a good bit of new information and insight from this book and I am 100% confident that anyone who reads it will too! Highly recommend and is a book that I will encourage my students to read as well!
Review: Beautifully written book on the source of creative thinking and "aha" moments that are the inspiration for all of us - Kounios & Beeman’s highly readable book illustrates with different sorts of evidence how our thinking sometimes makes a sudden shift towards insight and away from problem-focused, analytical thinking. These insights are fostered by positive mood, by travel and living in other cultures, and often by embracing the “big picture” at the expense of details. While people can be drummed into solving problems step by step, they can’t be coerced into creative insight through deadlines, threatening bosses, and especially a negative social climate. The authors provide classic examples of leaders in science and the arts who cultivated the “insight” experiences in their fields, and stuck with those insights to make amazing contributions from Helen Keller whose first linguistic associations with sign were remembered in her autobiography to Judah Folkman who originated the idea of angiogenesis to explain cancer growth. This book offers students of psychology and teachers and mentors from many different fields to consider what it takes to promote creativity, innovation and more “aha” moments. The last chapter offers key strategies to unleash creative thinking through simple routines encompassing meditation, an open and light workspace, and eliminating distraction. This is not only an excellent introduction to the topic of creative insight and neuroscience, but to many pioneers in social and cognitive psychology.

## Technical Specifications

| Specification | Value |
|---------------|-------|
| Best Sellers Rank | #2,130,109 in Books ( See Top 100 in Books ) #3,523 in Cognitive Psychology (Books) #5,360 in Creativity (Books) |
| Customer Reviews | 4.5 out of 5 stars 88 Reviews |

## Images

![The Eureka Factor: Aha Moments, Creative Insight, and the Brain - Image 1](https://m.media-amazon.com/images/I/51HstEn1HfL.jpg)

## Customer Reviews

### ⭐⭐⭐⭐⭐ Great book for anyone!
*by B***N on February 23, 2025*

This book was very well written and very tough to put down. It seemed to be the perfect length and despite being co-authored, the writing styles of the authors meshed really well together. The authors are able to model what it takes to try to gain insights by tackling the premise from multiple angles of science, anecdotes, psychology and neuroscience but in a way that is accessible to anyone who does not have a science background. I thoroughly enjoyed the stories of insights from wide ranging fields and from some familiar people (Helen Keller, Einstein) as well as those who you haven't heard of (the designer of a golf club, a talented scientist who came up with multiple innovations that have impacted patients). I do enjoy reading about science and psychology and have explored the depths of Iain McGilchrist's work and I still gained a good bit of new information and insight from this book and I am 100% confident that anyone who reads it will too! Highly recommend and is a book that I will encourage my students to read as well!

### ⭐⭐⭐⭐⭐ Beautifully written book on the source of creative thinking and "aha" moments that are the inspiration for all of us
*by L***K on May 19, 2015*

Kounios & Beeman’s highly readable book illustrates with different sorts of evidence how our thinking sometimes makes a sudden shift towards insight and away from problem-focused, analytical thinking. These insights are fostered by positive mood, by travel and living in other cultures, and often by embracing the “big picture” at the expense of details. While people can be drummed into solving problems step by step, they can’t be coerced into creative insight through deadlines, threatening bosses, and especially a negative social climate. The authors provide classic examples of leaders in science and the arts who cultivated the “insight” experiences in their fields, and stuck with those insights to make amazing contributions from Helen Keller whose first linguistic associations with sign were remembered in her autobiography to Judah Folkman who originated the idea of angiogenesis to explain cancer growth. This book offers students of psychology and teachers and mentors from many different fields to consider what it takes to promote creativity, innovation and more “aha” moments. The last chapter offers key strategies to unleash creative thinking through simple routines encompassing meditation, an open and light workspace, and eliminating distraction. This is not only an excellent introduction to the topic of creative insight and neuroscience, but to many pioneers in social and cognitive psychology.

### ⭐⭐⭐⭐⭐ "That's Good Science" and a great read too
*by K***T on May 12, 2015*

Brain science has inundated the world of leadership development. As an executive coach who happens to be married to a neuroscientist and neurologist I constantly am trying to separate the brilliance from the bunk and to find the useful bites I can share with clients and colleagues. The frequent response from my in-house neuro-expert when I quote or show him some new lay publication is an intense scowl and choice words. Not so here. Each trial balloon I have lobbed in his direction has been met approving nods and exclamations such as "that's good science." Kounios and Beeman do a wonderful job of sharing their own research and that of others in plain language, and offer thoughts on how to use this information in our own lives.

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*Product available on Desertcart Philippines*
*Store origin: PH*
*Last updated: 2026-06-25*