Here’s what they found. In the brains of the students who received negative feedback the sympathetic nervous system lit up. This is the “fight or flight” system, the system that mutes the other parts of the brain and thus allows us to focus only on the information most necessary to survive. When this part of the nervous system is triggered, your heart rate goes up, endorphins flood your body, your cortisol levels rise, and you tense for action. This is your brain on negative feedback: it responds as if to a threat, and it narrows its activity. The strong negative emotions produced by criticism “inhibits access to existing neural circuits and invokes cognitive, emotional, and perceptual impairment,” psychology and business professor Richard Boyatzis said in summarizing the researchers findings.

Negative feedback doesn’t enable learning. It systematically inhibits it and is, neurologically speaking, how to create impairment.

In the students who received attention focused on their dreams and how they might go about achieving them, however, the sympathetic nervous system was not activated. Instead it was the parasympathetic nervous system that lit up. This is sometimes referred to as the “rest and digest” system. To quote the researchers again: “[T]he Parasympathetic Nervous System . . . stimulates adult neurogenesis (i.e., growth of new neurons) . . . , a sense of well being, better immune system functioning, and cognitive, emotional, and perceptual openness.”

In other words, positive, future-focused attention gives your brain access to more regions of itself and thus sets you up for greater learning. We’re often told that the key to learning is to get out of our comfort zones, but this finding gives the lie to that particular chestnut—take us out of our comfort zones and our brains stop paying attention to anything other than surviving the experience. It’s clear that we learn most in our comfort zone, because that’s our strengths zone, where our neural pathways are most concentrated. It’s where we’re most open to possibility, and it’s where we are most creative and insightful.

Research has shown that we often judge ourselves harshly and that we tend to experience negative emotions more quickly and with greater intensity than positive emotions. The nervous ape doesn’t like to be vulnerable or ask difficult questions. Reality can feel threatening. Of course, we may truly believe that loving the work and seeing more clearly is the better approach — the true path to sustainable safety, satisfaction, and success — but the nervous ape needs calming and convincing to go that route.

The point is that your brain’s reward system is influenced directly by emotions and less directly by what society labels as “good” and “bad.” As humans, we are deeply wired for emotions, which is why most of us are a mixed bag of habits—some we want and plenty we don’t.

Designers learn to have lots of wild ideas because they know that the number one enemy of

creativity is judgment. Our brains are so tightly wired to be critical, find problems, and leap to judgment that it’s a wonder any ideas ever make it out! We have to defer judgment and silence the inner critic if we want to get all our ideas out. If we don’t, we may have a few good ideas, but the majority will have been lost—silently imprisoned behind the wall of judgment our prefrontal cortex has erected to safeguard us from making mistakes or looking foolish.

Numerous studies show that we process negative and positive information differently. You might say we’re saddled with a “negativity bias.” We take in “bad” information, including small mistakes and failures, more readily than “good” information. We have more trouble letting go of bad compared to good thoughts. We remember the negative things that happen to us more vividly and for longer than we do the positive ones. We pay more attention to negative than positive feedback. People interpret negative facial expressions more quickly than positive ones. Bad, simply put, is stronger than good. This is not to say we agree with or value it more but rather that we notice it more.