Cambridge University Press As If By Design: How Creative Behaviors Really Evolve

The eureka moment is a myth. It is an altogether naïve and fanciful account of human progress. Innovations emerge from a much less mysterious combination of historical, circumstantial, and accidental influences. This book explores the origin and evolution of several important behavioral innovations including the high five, the Heimlich maneuver, the butterfly stroke, the moonwalk, and the Iowa caucus. Such creations' striking suitability to the situation and the moment appear ingeniously designed with foresight. However, more often than not, they actually arise 'as if by design.' Based on investigations into the histories of a wide range of innovations, Edward A. Wasserman reveals the nature of behavioral creativity. What surfaces is a fascinating web of causation involving three main factors: context, consequence, and coincidence. Focusing on the process rather than the product of innovation elevates behavior to the very center of the creative human endeavor. Review 'This is a delightful embrace of evolutionary thinking; one trial, one error, and one human achievement at a time.' Gregory J. Madden, co-author of An Introduction to Behavior Analysis, and Editor-in-Chief of the APA Handbook of Behavior Analysis'Edward Wasserman's fascinating book provides compellingly fresh insights into the meaning, nature, and process of invention and design.' Henry Petroski, author of Design Paradigms'Edward Wasserman's original book is about the way in which new habits emerge: through the law of effect. This book is stuffed full of intriguing and lively stories about everything from violins to high jumps, all pointing to a valuable insight: that people do more of things that work and less of things that don't, thus causing human society to evolve.' Matt Ridley, author of How Innovation Works'The book provides a series of vignettes to explain how apparently complex behaviors and outcomes are the result of simpler forces. It is a must-read for anyone interested in why we behave the way we do. Fascinating, beautifully written, and gets you thinking!' Anna Wilkinson, Professor of Animal Cognition, University of Lincoln, UK'This is a beautifully written, rich, and full presentation of creative trance and abilities flowing from this state of consciousness. The focus on individual stories and exploration of extraordinary experiences and abilities is captivating. A joyful, thought provoking, and inspiring read!' J. Kim Penberthy, Ph.D., ABPP, Chester F. Carlson Professor of Psychiatry and Neurobehavioral Sciences, Division of Perceptual Studies, University of Virginia School of Medicine, USA'How little we know ourselves. Dr Zausner advises us never to forget our inner world, which can shape creative potential and astound us. Numerous case examples include highly focused periods of artistic creativity in a dementia patient (Rita Haworth) and lifesaving acts of creative heroism that should be impossible (a mother lifting a vehicle with superhuman strength). Here is a unique and engaging look at creativity and altered states across our lives. We humans are more amazing than we know. Be prepared to see things differently.' Ruth Richards, author, Everyday Creativity and the Healthy Mind: Dynamic New Paths for Self and Society (2018), and co-editor with David Schuldberg and Shan Guisinger, Chaos and Nonlinear Psychology: Keys to Creativity in Mind and Life (2022) Book Description Forget insight and genius! The many creative things we make and do generally arise from sheer chance and trial-and-error learning. About the Author Edward A. Wasserman is Professor of Psychology at the University of Iowa, USA, and has held visiting appointments in England, Russia, Japan, and France. He has published widely and received several prestigious awards in the areas of learning, memory, and cognition in people and animals.