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TitleThe Runaway Species: How human creativity remakes the world
File Size24.6 MB
Total Pages346
Table of Contents
                            Title Page
Introduction: What do NASA and Picasso have in common?
Part I: New Under the Sun
	1. To innovate is human
	2. The brain alters what it already knows
	3. Bending
	4. Breaking
	5. Blending
	6. Living in the B-hive
Part II: The Creative Mentality
	7. Don’t glue down the pieces
	8. Proliferate options
	9. Scout to different distances
	10. Tolerate risk
Part III: Cultivating Creativity
	11. The creative company
	12. The creative school
	13. Into the future
Also by David Eagleman
Image Credits
Document Text Contents
Page 173

the Aerial Restaurant in which diners would be perched high above ground
level, spun by a rotating mechanism more than twenty stories tall.3 He also
conceived of a house with moveable walls that could rise up into the ceiling
like garage doors.

Norman Bel Geddes’s Motor Coach Number 2, the Wall-less House, the Aerial
restaurant, and the Roadable Airplane

Bel Geddes spent his entire career proliferating ideas closer and further
from his current context. His commercial successes included an Electrolux
vacuum cleaner, the IBM electric typewriter and the Emerson Patriot Radio.
But his imagination wasn’t limited by the state of the market: in his 1952
article “Today in 1963,” Bel Geddes envisioned the imaginary Holden family
living in a world in which flying automobiles, disposable clothing, three-
dimensional televisions, and solar energy would all be commonplace.4 This
kind of flexible thinking makes it possible to find the sweet spot between
familiarity and novelty.

Leonardo da Vinci was also a master of scouting between the close and the
far. As an expert engineer he tackled real-world problems, some that were
immediately relevant and some that qualified as science fiction in his day. At

Page 174

the applicable end, he knew that the locks on the waterways in Milan were
hard to operate and prone to flooding. So he threw himself at the problem and
generated a novel solution: he replaced the vertically-dropping gate with a
hinged double-door that opened horizontally and provided a more watertight
seal.5 It was a modest change that proved of lasting value. His basic design is
still in use.

Da Vinci’s sketch for a canal lock

A Milan lock built according to his design

Page 345












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13. Into the future

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