To be the ethical, engaged, creative, successful, and lively human being you intend to be, you need your brain. But it is not enough to possess a perfectly good brain — you must also use it. If you don’t use your brain you will find yourself trapped in trivialities, condemned to impulsivity, led around by anxiety, and duller and sadder than you have any need to be. The cliché is true: your mind is a terrible thing to waste.

People waste their brains. They allow themselves to worry about next to nothing, wasting neurons. They allow themselves to grow numb with distractions, wasting neurons. They allow themselves to be ruled by a perpetual to-do list, running from errand to chore to chore to errand, wasting neurons. Because they have not trained themselves to aim their brain in the direction of rich and rewarding ideas, ideas worth the wholesale enlistment of neurons, they stay mired in the mental equivalent of a rat race, spending their neuronal capital on spinning hamster wheels. 

Our culture applauds this brain abdication. It needs you to care about the latest movie, the latest gadget, the latest sermon, the latest investment opportunity. Every aspect of our culture has something to sell you and needs to grab your attention. Marketers do not want you to be thinking too strenuously about your budding symphony or your scientific research and miss their sales pitch. What if you didn’t answer your phone when it rang? How could they telemarket? What if you didn’t check your email every few minutes? What good would their banner ads do? Your brainstorms are dollars out of their pockets. 

This antipathy to rich thinking occurs at home, at school, among friends, and even with your mate. Parents tell you to clean your room, not to create your own cosmology myths. Teachers tell you to do math this hour and history the next, not to turn your brain over to a magnificent obsession. Friends ask you to shop, not to think; to play cards, not to think; to join them at a hot new restaurant, not to think; to watch a can’t-miss television show, not to think. Your wife doesn’t say, “Honey, let’s spend a few hours thinking!” Your husband doesn’t ask, “Dear, what big ideas are you working on?” Indeed, if it could be put to a vote, thinking might well be outlawed. Expect such a prop-osition on your ballot soon.

The good news is that you can jump off this bandwagon and opt for brainstorms. For thousand of years, our wisest philosophers have asserted that the trick to creating an authentic life is taking charge of how you use your brain. It is up to you whether you will dumb yourself down or smarten yourself up. If you opt to smarten yourself up by cultivating rich ideas with weight and worth, you will get to make meaning in ways that few people experience. The person next to you may think that the epitome of brain powering is a sharp game of bridge or a rousing afternoon with a crossword puzzle. You will discover that real brain power is holding a rich idea over time as you productively obsess your novel into existence, build your remarkable business, or aid in the understanding of some profound scientific puzzle. 

You learn to opt for brainstorms, for big thinking over time, and by doing so you fulfill your promise — and your promises to yourself. An idea for a novel sparks your imagination and, because you let it, it turns into a brainstorm. An idea for an Internet business wakes you up in the middle of the night and, because you let it, it turns into a brainstorm. A scientific problem grips you and, because you let it, it turns into a brainstorm. A brainstorm is the full activation of your neuronal forces, an activation in support of an idea that you intend to cherish and elaborate, so powerful that it amounts to a productive obsession. You work on it in the mind, by thinking, and you work on it in actuality, by actually writing, by actually running for office, by actually launching your business.

Do these brainstorms come with a money-back guarantee? Yes and no. What you are not guaranteed are successful results. You might, for example, chew on a scientific puzzle for a decade and never solve it. Albert Einstein explained, “I think and think for months and years. Ninety-nine times the conclusion is false. The hundredth time I am right.” Not even that hundredth time is guaranteed you. All that you are guaranteed from a life of brainstorms is the possibility of successes — which you never would have achieved if you had avoided thinking — and pride from having lived up to your expectations for yourself. And that’s everything. Thinking is destiny. The theologian Tryon Edwards put it this way: “Thoughts lead on to purposes; purposes go forth in actions; actions form habits; habits decide character; and character fixes our destiny.” As you think, so you live. If you think about nothing, it would hardly be a surprise if you complained about feeling empty and failed to rise to most occasions. If you keep your thinking as small as possible, you will probably feel and act small. If you demand that your brain produce nothing but conventional thoughts, how can you be anything but conventional? If your idea of flexing your mind is to spin fantasies, play word games, second-guess your choices, or worry endlessly, I can picture your destiny. Can’t you? Isn’t it crystal clear that how you use your mind determines who you are and how you lead your life?

Live up a storm. A brainstorm. Or rather, a series of brainstorms: one after another, season after season, year after year. When you engage your mind with an idea ripe enough to drip juice, large enough to fill an auditorium, fascinating enough to seduce, gripping enough to hold you enthralled, you scoot boredom out the door, make sense of your days, and live your reasons for being. In a café across town, two students may be merrily debating the meaning of life; you are making your meaning. In a skyscraper across town, two marketers may be plotting how to grab your attention; you are safe and secure, inoculated by virtue of your brainstorm. You are too busy and engrossed to notice even your own misgivings about the universe. You have bitten into something; your own chewing drowns out the world’s chatter.

It is a platitude that the average brain is not used well or often enough. This truth tends to elicit a smile, a nod, and a wink. We seem happy to collude in the idea that it is fine for brains to work at only a small percentage of their capacity, just as it is fine that workers slack off as soon as the boss disappears. You, however, may not want to take part in this antibrain conspiracy. You may see the intimate connection between brainstorms and personal meaning: that to make the meaning you intend to make, you must use more of your brain. I hope that you will vote for brainstorms. It is their light that illuminates the darkness and their fire that warms the human heart.

Excerpted from the book Brainstorm: Harnessing the Power of Productive Obsessions ©2010 by Eric Maisel. Printed with permission of New World Library, Novato, CA. www.newworldlibrary.com