How Has Our Understanding of the Brain Evolved?

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Well, three key concepts. One is lifelong neuroplasticity, before we thought after 18 to 25 the brain was either fixed or in decline, so why bother? Now we know the brain remains flexible so the obvious question is well, How can we harness that property to maximize brain taint for the better, not for the worse? Number two is what is called cognitive reserve, the more mentally stimulating lives we lead the more we can delay the symptoms from Alzheimer's disease, and given we have a broad and aging population that's becoming a public policy priority.

Number three is detail innovation, until now the main channel to apply neuroscience was pharmaceuticals. Today there is non-invasive technologies, and even lifestyle, that can be as effective and safer so that it opens a completely new domain for people to understand that this is not a purely medical problem.

We cannot think of the brain as a medical problem, but as a resource, where we have to invest in it through a whole lifespan, the same way we invest in our savings account so that we stay happier at every state in our lives, and also we can delay problems. So, the confluence of those three elements made us think this is a whole new wild west, we want to help people navigate that wild west.