"The fortunes of over one-third of the economy of the United States-nearly seven trillion dollars-depend on two kinds of people. The first kind of person makes a strong impression. She turns heads with her "true artistic skill" and "creative judgment." She is "original." Members of this exclusive group are not always humble, probably because their behavior is celebrated as reflecting "genius" or "magic." The second kind of person is someone you would likely not even notice if you saw them at a party or walking down the street. Unlike the first person, this person is thoroughly conventional. Her musical tastes are "average," her design preferences "ordinary." Her attention to commercial messaging is "typical" and "unheeding." Rather than being characterized as a genius, this person has been called "ignorant," "gullible," and, in particularly uncharitable moments, "a moron in a hurry.""--

Part I. The law and neuroscience of creative activity: 1. Copyright and creativity; 2. Inside the design process; Part II. Understanding audiences for art and advertising; 3. Neuroaesthetics and copyright infringement; 4. Seeing design; 5. Neuromarks; Part III. Using neuroscience to improve intellectual property law; 6. How to take creativity seriously; 7. Know your audience; 8. Advertising, fast and slow; Conclusion.