Brain Tech Is Getting Really Good. Here’s What Managers Need to Know

HBR IdeaCast

Harvard Business Review

Leadership, Entrepreneurship, Communication, Marketing, Business, Business/management, Management, Business/marketing, Business/entrepreneurship, Innovation, Hbr, Strategy, Economics, Finance, Teams, Harvard

4.4 • 1.9K Ratings

🗓️ 21 March 2023

⏱️ 30 minutes

🔗️ Recording | iTunes | RSS

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Summary

What seemed like science fiction for decades is now a reality: companies are selling wearable tech and monitoring devices that can sense people’s brain activity. Neurotechnology opens incredible opportunities for new products and safer workplaces. It also raises huge red flags for privacy and ethics. And managers and organizational leaders are on the front lines of these dilemmas, says Duke University School of Law professor Nita Farahany. She explains the commercial products based on neurotechnology, the impact on workers and organizations, and the need for regulations and corporate policies. Farahany wrote the book The Battle for Your Brain: Defending the Right to Think Freely in the Age of Neurotechnology.

Transcript

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0:30.0	Welcome to the HBR idea cast from Harvard Business Review.
0:41.0	I'm Kurt Nickish.
0:49.0	Lori All is the global leader in fragrance.
0:52.0	It's always looking to push the envelope.
0:54.0	And so last year, it took the age old pursuit of finding the perfect perfume
0:59.0	and went straight to the brain for answers.
1:01.0	With the help of emotive neuro technology company in San Francisco,
1:06.0	Lori All is now offering in-store consultations to help customers find their,
1:10.0	quote, perfect scent suited to their emotions.
1:14.0	Here's how it works.
1:15.0	You wear a headset with multiple EEG sensors.
1:18.0	It monitors your brain activity as you smell different scents.
1:22.0	And with the help of machine learning algorithms,
1:25.0	Lori All tells you what your brain is saying.
1:28.0	Even if you can't articulate that preference with words.
1:31.0	Now this neuro technology product seems pretty cool, right?
	...

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