Book Review: Brainsteering: A Better Approach to Breakthrough Ideas

I just finished reading Brainsteering: A Better Approach to Breakthrough Ideas by Kevin P. Coyne and Shawn T. Coyne. Here's the review!


Every now and then I get my hands on a book and I cannot stop thinking about that maniac who allowed that book to be published. Brainsteering is such a book. Not because it is bad, but quite the opposite: It discloses the results of a major McKinsey initiative and provides a systematic procedure to generate fresh ideas. Forget about those lame brainstorming sessions, the Coyne Brothers have the real thing!

The Bad News: Brainstorming Sucks
You know it, I know it, finally science knows it too, so maybe it is time to tell your boss: Brainstorming is crap! The concept of brainstorming relies on the idea that we have a left side of the brain, which is analytical and a right side of the brain, which is creative. In a brainstorming session you should supposedly be able to turn off your left side and only work with your creative brain. However, nowadays it is accepted that this is not how our brain actually works. Instead, analysis and intuition work together in all modes of thought.

The Good News: Brainsteering Doesn't
The brainsteering approach developed by Kevin and Shawn Coyne is much better adapted to how our brain actually works. Instead of provoking a free flow of undirected ideas it looks for the right questions and imposes constraints on the problem at hand in order to stimulate our thinking. Examples of how to use such constraints to spark creativity can be found in a revealing article from the McKinsey Quarterly (@McKQuarterly).

Brainsteering in a Nutshell
The brainsteering approach was featured in another McKinsey Quarterly (@McKQuarterly) article. In a nutshell, it encompasses seven steps:

1. Know your organization's decision-making criteria
2. Ask the right questions
3. Choose the right people
4. Divide and conquer
5. On your mark, get set, go!
6. Wrap it up
7. Follow up quickly

For more information on how exactly to perform those steps refer to the article in the McKinsey Quarterly (@McKQuarterly) or to the book. It is absolutely worth it!

Currenty I am reading Enchantment by Guy Kawasaki (@GuyKawasaki). Follow me on Twitter and I will let you know of the next book review!

Book Review: Wired for Thought

Here's my latest book review for Wired for Thought: How the Brain is Shaping the Future of the Internet by Jeffrey M. Stibel (@Stibel). Let me share some thoughts about this extraordinary book.

Brain scientist and Internet entrepreneur Jeffrey M. Stibel (@Stibel) presents a provoking hypothesis: “The Internet is a brain. By this I mean that the Internet is more than a reflection of intelligence; it actually manifests intelligence.”

What the book is not

Wired for Thought is neither a grand unifying theory nor a comprehensive explanation of everything you need to know. Not with respect to the Internet and not with respect to the brain. Stibel (@Stibel) eloquently connects some of the dots that form his seemingly far-fetched hypothesis. Yet, there are too many dots for a book with roughly 200 pages and the interested reader is left with many unanswered questions. Indeed, Wired for Thought is not the holy book of the Internet, yet it is inspiring – tremendously inspiring.

“The Internet is a brain”

Let me give you one example, inspired by Jeff Stibel’s (@Stibel) book, which will show you how the Internet is like a brain. Consider the words apple, mobile and cell...

If you are now thinking of the iPhone you mastered a task that is too hard for most computers. You realized that apple refers to a company rather than a fruit and mobile and cell are short forms of mobile phone and cell phone, respectively. What happens in your brain is that a set of neurons is activated and this set of neurons is connected to the set of neurons representing the idea of the iPhone. Consequently, these neurons are activated too and you come to think of iPhone. That sort of intelligence is what makes us intelligent and computers – well, computers.

Entry of the Internet: The Internet has that form of intelligence. If you follow hyperlinks containing apple, mobile and cell you will eventually hit a website with information on the iPhone. Advanced search algorithms are even able to recognize that you might be looking for an iPhone by crawling through the pattern of hyperlinks. These hyperlinks are the dendrites of the Internet and the websites are its neurons. The structure of the Internet eventually resembles the structure of the brain.

Are we doomed?

OK, the Internet is a brain. Are we doomed? Will it hook our brains up to machines and create a matrix-type of future? Fortunately not. But Stibel’s (@Stibel) book does provide us with some insight about the evolvement of the Internet, its strengths, weaknesses and its eventual limits. While I cannot write about all of these insights here I have discussed the limits to network growth in an earlier blogpost. If this does not satisfy you, get the book! It is a great read and definitely worth your time!

Currently I am reading Brainsteering: A better approach to breakthrough ideas by Kevin P. Coyne and Shawn T. Coyne. Follow me on Twitter to get the news about the book review!

Identifying the Limits to Network Growth

This article draws heavily on ideas from Jeffrey M. Stibel's (@Stibel) book Wired for Thought: How the Brain Is Shaping the Future of the Internet. I will write a book review in the next few days. However, the ideas presented here are too broad to be discussed in the review only.

Let's have a look at the growth of networks, be it the internet, the neural network of the brain or the social network of your friends and family members (online or offline). Metcalfe's law - formulated by Bob Metcalfe (@BobMetcalfe) - states that the value of a telecommunications network is proportional to the square of the number of connected users of this network (n^2). While this law has been critized by several authors (e.g. here), its general idea has proven to be quite robust in the course of time despite postulating unlimited growth.

However, Metcalfe (@BobMetcalfe) asked in a 2006 blogpost whether this is actually true. It might be the case that the value of a network actually starts going down after some size. This is exactly what Jeff Stibel (@Stibel) proposes when he writes:

My theory is that Metcalfe's law works until a network reaches the point of critical mass. But at that point - where cost exceeds value - the value curve stops increasing. The value curve almost inevitably follows the cost curve from that point forward. (p. 113)

He reasons that this critical mass is determined by a wide range of external factors that determine something that might be termed "carrying capacity". For an ant colony (which is basically a network) such a factor might for example be food availability. If Stibel (@Stibel) is correct and such a carrying capacity exists for the internet, we can use systems theory to give an idea of how this slowing down of growth might happen:

Systems facing a carrying capacity constraint usually exhibit S-shaped growth. In their beginnings they are dominated by economies of scale and grow at an ever increasing rate (similar to Metcalfe's law). However, when their size approaches the carrying capacity and resources become scarce, growth slows down and the system eventually settles in an equilibrium (for a generic explanation of the S-shaped growth behavior visit the website of the System Dynamics Society).

It is quite difficult to forecast such S-shaped growth patterns because a number of mathematical models can be used (e.g. the logistic model or the Gompertz model), that might fit historical data equally well. However, it is particularly important to pay attention to the inflection point, at which the growth rate starts to decrease. Furthermore it is important to identify the factors determining the carrying capacity of a particular network.

The identification of these factors can not only improve the valuation of internet companies which might prevent another dot-com bubble; it can also help to extend the carrying capacity of the internet and to ensure its continuous growth. Any ideas on what these factors might be?

I will soon publish a more comprehensive review of Wired for Thought: How the Brain Is Shaping the Future of the Internet. Follow me on Twitter and I will let you know!