What do Guinness, problem-solving, and human consciousness have in common?
In this short video, I share a story from Professor Andy Clark that shows why starting with the right question can transform how you understand everyday puzzles — and some of the biggest mysteries in science.
You’ll learn:
• Why certain bars have a reputation for great Guinness
• How prediction became the brain’s fundamental operating principle
• Why reframing your question can make complex problems suddenly clearer
Takeaway:
Asking a better first question can sharpen your thinking, improve your decisions, and open the door to new insights — whether you’re studying the brain or tackling a challenging project at work.
⸻ 👉 What big question are you wrestling with right now — and what fresh starting point might help you rethink it?
⸻ 👉 If you found this helpful, please: • Like the video • Subscribe for more short leadership insights • Visit my website, https://iconda.solutions • Connect with me on LinkedIn
⸻ 👉 Full text:
Andy Clark is an expert on the predictive brain and in his book, The Experience Machine, he illustrates a crucial point about problem-solving : start with the right question.
Suppose you’re asking yourself, ‘Why do certain bars have an outstanding reputation for great Guinness?’
It’s best to start with the question, ‘When does Guinness taste best?’”
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“And the answer is simple: right after the barrel is opened.
…
Once you know that, the first mystery vanishes.
Why do some bars have a great reputation for Guinness?
Because they have a strong reputation… which creates high demand… which means the barrels are emptied quickly… which means the Guinness is always fresh.
It’s a circular explanation—but it only makes sense once you’ve started with the right question.
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Clark uses this idea to talk about the brain.
For centuries, the « hard question » in brain science has been: ‘How can we explain consciousness?’
But maybe that isn’t the question to ask first.
A better starting point could be: ‘What is the basic mental mechanism driving the brain?’
And current research points strongly to one answer: prediction.
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“From an evolutionary point of view, prediction helps you figure out where food might be…
and also anticipate what might want to turn you into food.
Prediction seems to be the brain’s fundamental purpose. It drives mechanisms behind diverse brain functions, certain disorders, and may even shed light on consciousness itself.
…
So once you begin with the right question, the so-called ‘hard problem’ of consciousness becomes a lot less mysterious.
I’ve opened a whole Pandora’s box of fascinating ideas here, and if you’re curious, a good place to start is with Andy Clark’s books and videos.
But my main point simply: ask the right question first.
It might help you understand your brain…
and it might even help you find a truly great pint of Guinness.
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So, what’s the big problem you’re working on at the moment?
Can you find a new starting point by asking yourself a fresh question?
⸻ 👉 To go further:
📖 The Experience Machine – Professor Andy Clark on how our minds predict and shape reality
📖 Royal Institution Lecture – Professor Andy Clark on how our minds shape reality
🌐 More articles, videos, tools, etc. : https://iconda.solutions and look for the RESOURCES menu
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