The Neuro Revolution: How Brain Science Is Changing Our World |  | Authors: Zack Lynch, Byron Laursen
Publisher: St. Martin's Press
List Price: $25.99
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Rating:  8 reviews
Sales Rank: 40389
Media: Hardcover
Edition: 1
Pages: 256
Number Of Items: 1
Shipping Weight (lbs): 1
Dimensions (in): 9.2 x 6.3 x 0.9
ISBN: 0312378629
Dewey Decimal Number: 612.8028
EAN: 9780312378622
ASIN: 0312378629
Publication Date: July 21, 2009
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Product Description
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.
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Showing reviews 1-5 of 8
 Inane October 19, 2009
Bakermom
0 out of 2 found this review helpful
I am fascinated with brain science and read everything I can on the topic. Despite this, I just couldn't finish this book. The writing is terrible. The attempts at humor are painful. All kinds of statements are presented as fact when they're nothing more than a thought the authors once had. For example, when the authors don't like the conclusions of a study, the point out that it had a small sample size. When they do like the conclusions, they state them as fact, and then later mention that the study was based on only 5 people. I had to finally give up when the authors were explaining that Shakespeare compares Juliet to the sun because she is warm, radiant, and nurturing. Yes, I'm sure Romeo was thinking about how nurturing Juliet was when he compared her to the sun...
 "The Neuro Revolution or Hyperbole??" September 27, 2009
Christa Caesar (ATL, US)
6 out of 6 found this review helpful
Zach Lynch's "The Neuro Revolution: How brain science is changing our world" is a painfully detailed book on the myriad ways neuroscience impacts our lives today and its possible effects on our future. Despite Lynch's thorough explanation on cutting-edge neuroscience research and his first hand insights from leading neuro-experts, his words seem to lose their fizz as the book progresses from one chapter to the next. Even though "The Neuro Revolution" is well-organized and thoroughly researched, it is clearly over-sensationalized.
A brief synopsis:
The book is divided into ten chapters, each devoted to an aspect that it is closely intertwined to our daily existence such as law, politics, marketing, finance, art, religion, trust, and war. According to Lynch, neuroscience will radically transform each of these arenas in ways we have not fathomed before. He gives detailed explanations on his each of his predictions and evidence for each claim.
Style and structure:
Combine the writing powers of a research scientist and a tabloid journalist, and you get the prose of Zack Lynch. Overall, the book has great structure. Lynch has clearly put in some deliberate thought into every chapter title and a sincere effort in tying together their underlying themes. However, every prediction of Lynch sounds more hyperbole than possibility. There are a lot of repetitious claims and concepts that plague the book. One concept that Lynch keeps harping about in the book is brain imaging (fMRI in specific). Lynch makes it sound like everything we do in the future - right from applying for a job, how we choose our partners, to purchasing designer shoes - will be based on how our brains light up on an fMRI which seemed absurd to me.
A look in-depth:
Chapter 1 - Time's Telescope:
Lynch spends a great deal of time setting up his case in this chapter. He starts off with a review of the past talking about the three revolutions that have changed the course of human history - (a) the agricultural, (b) industrial, and (c) information revolutions. He finally introduces, with much pomp, the neuro-revolution as the fourth wave whose threshold we are currently standing upon.
Chapters 2-5:
These chapters are devoted to describing the emerging areas of neurolaw, neuromarketing, neurofinancing, and the dynamic concept of trust respectively. I must confess that Lynch does give us some food for thought when he poses questions such as "How does someone turn out to be a criminal?" and "Is there a biological basis [for crime]?". Lynch's underlying claim is that "neurotechnology will be extensively used in the courtroom . . . [for] determining bias, compelling the truth, and showing whether someone poses a risk of future criminality"(46). The third and fourth chapters are devoted to exploring how neuroscience will impact marketing and finance. As dry as these concepts may sound, Lynch does justice in capturing the impact of neuroscience and opening our eyes to how our brain reacts to advertisements and makes financial decisions. The fifth chapter is solely devoted to the precarious topic of trust. The central focus of this chapter was the hormone "oxytocin" that is known to increase feelings of trust, love, and sexual gratification.
Chapters 6-9:
The major chunk of the second half of this book is a weak attempt in explaining how neuroscience will potentially impact the more abstract - art, our perception of God, and cosmetic neuro-enablement (a concept introduced by Lynch). Lynch's arguments seem to become weaker with the onset of these chapters - it seems because of the inevitable abstractness of the topics he attempts to explain. One of his weak predictions in chapter six on neuroesthetics states "As neurotechnology advances, we will have the ability to work backward to reverse-engineer the experiences generated by art and use some future variant of fMRI to tell us how to construct great songs, plays, and paintings. A day will arrive when, for some, becoming a great artist will mean learning the fundamentals of neuroesthetics"(130). He uses similar arguments while trying to predict how neuroscience will impact our perceptions of God, war, and our morale.
Chapter 10 - Our Emerging Neurosociety:
Finally, Lynch ties his entire book together in a mere 2-3 pages. As the book progressed I hoped at least that he would spend a considerable amount of time tying his ideas together. However he does not do so in his terribly short and abrupt conclusion. He leaves the reader with a highly optimistic, utopian vision of the future - which to me, an engineer, seems way too unrealistic.
Memorable Quotes:
* "Marketing isn't an invention of capitalism, or any other economic system. Marketing comes straight out of nature"
* "Just as our buildings are shaped by the available resources of construction technology, artworks are shaped by the functional abilities of our brain"
* "One way or another artists have been stirring up cultural, personal, and political change in our brains for as long as they've been mixing pigments, twanging tones, clacking dry bones, pounding drums, snapping pics, rapping or writing rhymes"
* "What's the difference between the mind and the brain? The mind is what the brain does for a living"
* "Using our brains to study our brains means that we are kind of boxed in"
Final words:
It is extremely difficult to write about the future and not be criticized for one's claims. Zack Lynch chose to do just that - predict the future - and unfortunately I found it extremely difficult to swallow his every claim. The book is definitely worth a read, but one must be cautious of every claim that the author makes. It makes a fabulous read for the thirsty futurist, but a tiresome one for the practical realist.
 Thoughtful and engaging September 22, 2009
Janice Gibson (Boston, MA)
2 out of 2 found this review helpful
A very enjoyable and informative read. I found myself engrossed in all the fascinating issues on our doorstep in different areas of society from finance to law, marketing to warfare and even art and theology. The information is interwoven in a very entertaining way. Advances are presented from several angles to show both the potential and challenges, benefits and perils of new technologies. I also really enjoyed the historical context provided about previous waves (agricultural, industrial, information) that gave a lens through which to view the coming neuro wave. Definitely worth a read.
 No brainer September 6, 2009
Yersinia (Boston, USA)
4 out of 8 found this review helpful
This book's awful cover pretty much says it all. This is not so much an in depth investigation of the future of neuroscience as a load of futuristic hype from a writer who makes a living as a consultant in neurotechology. Posing as if he's reflecting seriously about matters of science-and-society, Lynch is really just selling a Hollywood version of how wonderful life's going to be thanks to all things neuro. The funny thing is, this future-guy is not even up to date with the science. When writing about MRI-lie detection Neurorevolution doesn't go beyond 2002! For everyone who wants a sober and truely interesting account of the neuro-revolution, I recommend "Mindfield" by Lone Frank - curiously, a book with the same subtitle as Lynch's but so much more thoughtfulness.
Unexamined biases August 19, 2009
M. A. Plus (Mayer, Arizona)
5 out of 10 found this review helpful
I like how Lynch wants to explore emerging neuro technologies and keep pushing the boundaries. But Lynch's book shows certain unexamined biases, basically along the lines of "Have people doing arguably useless or harmful things, but only more efficently with neuro enhancements."
Honestly, does our society really need neuro enhanced financial speculators, warriors, poker players and college graduates? For example, recent events suggest that our economy could probably function with fewer financial speculators who create bubbles which wind up destroying years' worth of wealth building.
As for using prescription drugs to give marginal college students an edge (as opposed to common sense advice like practicing good time management for studying, laying off the marijuana and alcohol, etc.), we have plenty of college graduates now who can't find jobs, at least not in the fields they studied for, along with owing absurd amounts on student loans they can't pay off. Instead of medicating college students so that they get better grades but still face post-college mis-employment and debt serfdom, a recent book suggests that a lot of youngsters would do better to avoid college and learn marketable manual trades like plumbing, electrical wiring or auto repair. (Nobody I know of argues that skilled blue collar workers need neuro enhancements.)
Lynch also seems disinclined to pursue how governments could use neuro technologies to keep their populations in more effective subjugation. Creating sleepless, empathy-disabled, metabolically dominant warriors to send into battle overseas sounds pretty cool; but you wouldn't necessarily want men like that patrolling the streets in your own country to enforce martial law.
Neuro technologies deserve monitoring, but we need a more socially realistic assessment than Lynch's about how to use them.
Showing reviews 1-5 of 8
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