1

Georgi Genchev
SES 360B
April 23, 2015
Assignment 16
The Creative Brain

BBCs The Creative Brain was probably one of the most useful videos we have watched
and the perfect ending of the semester. It demonstrated how the brain works on an insight level
and enabled me to answer myself many of the questions I have been asking in terms of how we
take decisions. From a business perspective, it was also beneficial to gain some expertise and
knowledge that can be related to consumer behavior. Here are the most important features that I
believe were the main point in the show.
First, the brain stores certain types of information in different parts of the brain. Left and
right side processing are responsible for the different type of decisions we make, more
specifically, the logical and the creative ways of thinking. Various stimuli allow us to fire
connections between those different parts of the brain. Those stimulating the right-hand side of
the brain connect more disparate bits of information. That is when we experience what feels like
a Eureka moment. The brain allows itself a moment to shut down certain stimuli just prior to
processing that ah-ha moment. Not unlike shutting our eye as we evaluate a thought or what
someone has just said

Second, applying different approaches or routines to an activity or problem can deliver

creative outcomes. This is like removing traditional or existing barriers. You then see it

differently. Perspective. Reframing. Taking breaks away from your issue and doing some
mundane activities creates an environment where insight and creative thought patterns are
suddenly born. Think of when you have that light-bulb moment while cleaning or washing the
dishes most likely never. Interestingly, doing nothing didnt aid creativity and doing something
too taxing was draining on processing and likely focused on the taxing problem. This may
explain why I like what appear to be tedious activities such as swimming or playing basketball.

To conclude this essay and also the semester I just want to say it was a pleasure.