Alcohol and the Design Trade-Off

The prefrontal cortex is a really important part of our brain. It allows us to focus, but it then prevents us from seeing possibilities in the periphery. We're less able to see new things and make connections that are unusual. So alcohol has always been associated in cultures around the world throughout history with artists and poets or creative types. And so one way in which in my personal life that I've used it was actually writing the proposal for this book.