Cool: How the Brain’s Hidden Quest for Cool Drives Our Economy and Shapes Our World

Steven Quartz is a very good friend of mine, and my wife and I were excited to be able to read this book before its publication. This is a big brain research book. Brain research is increasing its role as a shaper in education research and policy. This insightful book examines why people make the economic decisions they do, and what role the brain plays in all of it. It is heavily research driven (what else would you expect from a professor at Cal Tech?), and incredibly insightful. One of my thoughts as I read it was that great teachers somehow make learning cool for everyone. They create a culture of cool that everyone wants to be a part of and they make it special to achieve.

 

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