Larson, Byron
Written by: Larson, Byron
Published by: St. Martin's Press
Filed Under: Biotechnology
Filed Under: Technological innovations
Filed Under: Neurosciences
Filed Under: Neuroscience
Filed Under: Neurosciences, Technological innovations
Copyright: 2009
Edition Description: Trade Cloth
Date of Publication: July 2009
Cover Type: Hardcover
Grade Level: General/trade
Written in: English
Number of Pages: 245
Book Size: 9.54x6.50x.88 in. .99 lbs.
History has already progressed through an agricultural revolution, an industrial revolution, and an information revolution. The Neuro Revolution foretells a fast approaching fourth epoch, one that will radically transform how we all work, live and play. Neurotechnology--brain imaging and other new tools for both understanding and influencing our brains--is accelerating the pace of change almost everywhere, from financial markets to law enforcement to politics to advertising and marketing, artistic expression, warfare, and even religious belief.
The Neuro Revolution introduces you to the brilliant people leading this worldwide transformation, taking you into their laboratories, boardrooms and courtrooms for a unique, insider's glimpse into the startling future now appearing at our doorstep. From foolproof lie detectors to sure-fire investment strategies to super-enhanced religious and aesthetic experiences, the insights and revelations within The Neuro Revolution will foster wonder, debate, and in some cases consternation. Above all, though, they need to be understood by those who will be most affected--all of us.
Zack Lynch is the founder and executive director of the Neurotechnology Industry Organization (NIO), a global trade association for companies involved in neuroscience, brain research institutes and patient advocacy groups. He is also the co-founder of NeuroInsights, the world's leading market research firm covering the neurotechnology industry.
Byron Laursen is the bestselling co-author of ShowTime and The Winner Within with NBA legend Pat Riley.
History has already progressed through an agricultural revolution, an industrial revolution, and an information revolution. The Neuro Revolution foretells a fast approaching fourth epoch, one that will radically transform how we all work, live, and play. Neurotechnology--brain imaging and other new tools for both understanding and influencing our brains--is accelerating the pace of change almost everywhere, from financial markets to law enforcement to politics to advertising and marketing, artistic expression, warfare, and even religious belief.
The Neuro Revolution introduces you to the brilliant people leading this worldwide transformation, taking you into their laboratories, boardrooms, and courtrooms for a unique, insider's glimpse into the startling future now appearing at our doorstep. From foolproof lie detectors to sure-fire investment strategies to super-enhanced religious and aesthetic experiences, the insights and revelations within The Neuro Revolution will foster wonder, debate, and in some cases consternation. Above all, though, they need to be understood by those who will be affected--all of us. We're on the threshold of understanding how the human brain works. These discoveries will allow us to dramatically improve every aspect in human life from curing mental illness and brain disease to helping humans learn more quickly and communicate more effectively. The Neuro Revolution insightfully forecasts the enormous consequences of these breakthroughs.--Patrick J. McGovern, Founder and Chairman of International Data Group, and Board Chairman of the McGovern Institute for Brain Research We're on the threshold of understanding how the human brain works. These discoveries will allow us to dramatically improve every aspect in human life from curing mental illness and brain disease to helping humans learn more quickly and communicate more effectively. The Neuro Revolution insightfully forecasts the enormous consequences of these breakthroughs.--Patrick J. McGovern, Founder and Chairman of International Data Group, and Board Chairman of the McGovern Institute for Brain Research
Zack Lynch's Neuro Revolution is a fascinating, informative and astounding forecast of how neurotechnology will shape every aspect of our future. If you want to know what the next big thing is and how it will transform your life, work and world, read this book.--Dr. James Canton, CEO & Chairman, Institute for Global Futures
In The Neuro Revolution, Zack Lynch takes you on an exciting and often unsettling tour of the frontier of neuroscience. Brace for impact; the future is much closer than you think.--Jane Pauley, former co-host of NBC's Dateline and Today Show and author of Skywriting: A Life Out of the Blue
When I started reading this book, I thought Lynch's observations were rather hyperbolic. By the time I finished the book, I was stunned to realize that his points are not only rational but of urgent importance. Avoid reading this book at your peril.--Vint Cerf, Chief Internet Evangelist, Google Inc.
A book of remarkable scope and synthesis, Zack Lynch's perspective on the revolutionary changes that neuroscience will bring to art, entertainment, finance, religion, warfare and the law is unmatched. There is nothing like a radically new view on where humanity is headed at a time when so much is in question.--Steve Jurvetson, Managing Director, Draper Fisher Jurvetson
A remarkably accessible and engaging guide to the neurosociety to come.--Jonathan Moreno, Senior Fellow, Center for American Progress, and author of Mind Wars
The Neuro Revolution is a guide into a land both mysterious and familiar: our own minds. Zack Lynch describes the technology and discoveries that are illuminating this neural territory, and rightly points out that delving into the secrets of the brain can be both enlightening and frightening.--David Ewing Duncan, author of Experimental Man, and Chief Correspondent for NPR's Biotech Nation
Zack Lynch has it right. The new tools of neuroscience are opening new frontiers of technology that will fundamentally change the human condition. Our ability to understand, influence and use what is going on in the human brain will change everything. Neurotechnology will change our sense of who we are, make it possible to control machines directly
Review:
"Neuroscience entrepreneur Laursen, founder of a global trade association and a market research firm, is a futurologist with his feet on the ground. After an eight-year struggle to diagnose a painful back injury, Lynch's condition was pinpointed by a full-body MRI scan; the experience convinced him that emerging tools will improve our 'control over the mental environment' in the same way we've managed the physical environment. looking at emerging tech, Lynch reports on lie detectors like a portable system for rapidly scanning and detecting involuntary facial tics, and a developing method called 'brain fingerprinting.' Emerging marketing techniques include functional MRI scanners for focus groups, allowing researchers to look directly at the brain of the subject, rather than depend on verbal responses. Lynch predicts that brain scan information will improve performance, and may become vital to professionals like stock brokers and specialized military forces; he also sees mental face-lifts attaining the popularity of cosmetic surgery. The exciting news is tampered by warnings that such devices could also be used for 'cultural or economic bondage.' Lynch is passionate, knowledgeable and fully engaged with the world of neurotechnology, and his overview makes absorbing material." Publishers Weekly (Copyright Reed Business Information, Inc.)
Synopsis:
History has already progressed through an agricultural revolution, an industrial revolution, and an information revolution.
The Neuro Revolution foretells a fast approaching fourth epoch that will yet again transform how humans live, work and play. Neurotechnologynew tools for both understanding and influencing our brains including brain imagingis now being applied to almost every aspect of human endeavor, from financial markets to law enforcement to politics to advertising and marketing, artistic expression, warfare, and even to religious belief.
By telling us the stories behind the brilliant people leading this worldwide revolution, taking us into their laboratories, boardrooms and courtrooms, Zack Lynch illuminates a unique, insiders glimpse into the startling future now arriving at our doorstep. From foolproof lie detectors to sure-fire investment strategies to super-enhanced religious and aesthetic experiences, the insights and revelations within The Neuro Revolution will foster wonder, debate, and in some cases consternation. Above all, though, they need to be understood by those who will be most affectedall of us.
