Every economic shift begins in the mind; in how people think, perceive opportunity, and interpret risk. In her book, Neuropreneurship: Rewiring Your Brain for Innovative Wealth Creation, Jennifer Anyamele explores the intersection between neuroscience and entrepreneurship, unveiling how mindset transformation can unlock a new era of business creativity and financial intelligence.
The book introduces a bold premise: that wealth creation in the modern age is no longer a purely economic activity; it’s a neurological one. Drawing from behavioral economics, decision psychology, and innovation theory, she shows how cognitive patterns influence how entrepreneurs create, lead, and adapt. Her argument is simple but profound; innovation begins in the brain before it appears in the market.
Through clear frameworks and research-backed insight, Neuropreneurship redefines what it means to build wealth in an economy shaped by technology and volatility. She explains how mental conditioning, emotional regulation, and neural awareness can determine not only how entrepreneurs make choices but also how they sustain success. By mapping the link between thought processes and financial outcomes, she reframes entrepreneurship as both a science of action and an art of thinking.
The book’s structure blends neuroscience with practical strategy. Across its chapters, she dissects how fear, reward anticipation, and cognitive bias drive business behavior; and how understanding these mechanisms can help founders make smarter, calmer, and more creative decisions. She introduces principles such as “neural focus mapping” and “cognitive capital,” tools that help readers align their mental energy with their business goals.
Her concept of neuropreneurship goes beyond individual success; it is a call for national mindset reform. In economies like Nigeria’s; where innovation is abundant but consistency is scarce, she argues that rewiring entrepreneurial thinking can accelerate wealth distribution, improve business ethics, and strengthen the foundation for inclusive growth.
Industry observers have described the book as a timely addition to Africa’s evolving entrepreneurship canon. Dr. Ibrahim Salako, an innovation strategist and faculty researcher, notes, “Jennifer Anyamele brings a refreshing blend of science and strategy to entrepreneurship. Her ideas on neuroplasticity and leadership behavior give context to why some founders thrive despite uncertainty, they’ve literally trained their brains to adapt faster.”
Beyond its academic appeal, Neuropreneurship is written for accessibility and action. Each chapter ends with reflective prompts, practical exercises, and case studies that localize global research within African business realities. From startup accelerators to executive boardrooms, the book is already finding resonance among founders seeking an edge that goes deeper than strategy, an edge rooted in mindset mastery.
At its core, Neuropreneurship is not just about making money differently; it’s about thinking differently about money. Her framework suggests that when entrepreneurs learn to understand their cognitive wiring, they unlock not just innovation but a sustainable path to creating and preserving wealth.
With this work, she establishes herself as one of Africa’s most introspective voices on entrepreneurial psychology; reminding us that in the 21st century, the greatest innovation isn’t just technological; it’s neurological.
