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Loy Machedo's Book Review - How We Decide by Jonah Lehrer

478 views · Published 6 March 2013 · 6:21 · Indexed 28 October 2026

Channel: Loy Machedo · 2013 · Education

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The Controversy
Before I move into analyzing this book, I want to address this sad, shocking and sorry incident. I just found out that on 30th July 2012, Jonah Lehrer resigned from his position from The New Yorker. He admitted to recycled content and plagiarism. I cannot for the life of me understand why such a genius would want to fabricate the quotes of Bob Dylan (as mentioned in his book Imagine). That Silly Mistake cost him his newly found job, his writing opportunities and his speaking career. And because of which copies of this book have stopped being put into circulation and have been removed all together from major book stores and websites.

However, Irrespective of this report, my opinion and admiration for him stands. I believe he has all the ingredients to become a Great Author, Scientist and Writer. What's more, he has age on his side. I just hope the world is courageous enough to forgive him and he is courageous enough to move on and not repeat this silly mistake ever again.

The Book Review
Just like his other book, How We Decide, this is another Master Piece by Jonah Lehrer which mixes the complex yet curious subject of neuroscience and the human mind and makes it understandable in layman's terms . Right from the title, to the beginning of the 1st chapter and then finally to the end of the book, Lehrer creates a style of writing that is both Interesting, Intriguing and Inviting.

There are in Total 8 Chapters which contain anecdotal evidence, explanations and examples of over how others have used this mysterious gift of Imagination & Creativity -- How they have done it, to putting it in simplistic terms to how we can do it. He mentions Bob Dylan's inspiration, 3M's Post It Notes, the Story of Nike's most famous Swoosh, Milton Glaser's I Love NY slogan, Shakespeare legacy, Pixar's Incredible Success, why Steve Jobs ingeniously decreed that all the toilets be put in the central atrium and how a Sex Toy like a Barbie Doll used by the Germans became the most powerful brand toy for children around the world.

I also found his take on why 10 Greek philosophers Plato, Socrates, Pericles, Thucydides, Herodotus, Euripides, Sophocles, Aeschylus, Aristophanes, and Xenophon all existed at the same time in the same corner of the world to during 1450 to 1490 in Florence where we had Michelangelo, Leonardo Da Vinci, Ghiberti, Botticelli and Donatello -- once again, all geniuses at the same time and in the same place.

Now though there are certain bits in the book that may look dumbfounded like, If you are stuck in creativity, go for a walk or take a shower, Travel -- the longer the better, Embrace those who aren't established, Do Hard-work and then play, or that Caffeine is good, blue is the color of creativity, or that only when you are frustrated or upset, Creativity sparks in -- they are still a great welcome to those who would want to try such techniques to see the results possible.The only bits you may find confusing is where he mentions different parts of the brain and their functions -- for instance the small fold of tissue in the brain called the anterior superior temporal gyrus (what he calls the "neural correlate of insight") becomes active seconds before an epiphany, how the right hemisphere, the Anterior Superior Temporal Gyrus, Medial Prefrontal Cortex, Dorsolateral Prefrontal Cortex, Dopamine System, and yes the Primitive Mid-Brain all are somewhat involved in Creativity and Imagination.Phew!Overall Summary
I found this book as enjoyable as the other books by Jonah Lehrer and equally thought-provoking. Though reports did come out proving Jonah's guilt and his confession thereafter, I still believe this is a great book.
Personally, I feel what he did by misquoting someone is wrong -- but a sin not so great as to dismiss the good he has done. Everyone makes mistakes. Jonah has too. So let us not crucify a man for what can be forgiven easily and forgotten especially.

If I could put it metaphorically, I would say this book was like Red Bull mixed with the strongest Black Espresso served with the strongest dosage of Tea -- to help your creativity wake up.

All in all, I love his book and I sincerely hope, for all the people like me who believe in Johan, he leaves behind the mistakes of the past and resurrects himself once again.

Overall Ratings
10 out of 10

Loy Machedo
loymachedo.com | loymachedo.tv

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