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Brain Rules - John Medina

By Josh Kaufman

If you don’t know how the human brain works, you’re at a major disadvantage when it comes to business: cognitive literacy can help you discover why you behave in certain ways, as well as help explain the behavior of others. Brain Rules is an entertaining and informative look at how our brains work – and how we can put that knowledge to practical use.

John Medina is a practicing molecular biologist, professor of Bioengineering at Washington School of Medicine, and director of the Brain Center for Applied Learning Research at Seattle Pacific University. Based on a wide variety of peer-reviewed scientific studies, Medina compiled a list of 12 “Brain Rules”: truths about how our brains operate.

In Brain Rules, you’ll discover why exercise and sleep are critical for cognitive performance, why repetition enhances memory, how stress affects performance, why engaging the visual sense is important, and how to keep the attention of an audience. Medina makes a point to practice his own rules, so the hardcover version of this book comes with a DVD, which is very useful in helping you grasp and remember the key points.

After reading Brain Rules, you’ll understand the inner workings of the human mind (and body) in a way that will help you intentionally enhance your own performance, as well as more effectively work with other people.

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