By Stephan Schleim
Looking for a “Neuro Revolution”? Zack Lynch wants to offer you one in his new book.
With a title like Neuro Revolution: How Brain Science Is Changing Our World and the author celebrated as a leading technology consultant and market researcher in marketing blurbs, readers might expect the author’s opinion to be based on the state of the art of neuroscience. However, frequent mistakes and shortcomings in his presentation of the scientific findings and methodology seriously call into question whether Lynch is the right person to sketch a possible “neuro future” and to address the prospects and limitations of neurotechnology.
The first surprise comes on page 3, where Lynch describes his first experience with a Magnetic Resonance Imaging (MRI) scanner, one of the most frequently-used research tools in contemporary cognitive neuroscience. He explains that “the machine’s computer had recorded and analyzed data about how those loud thumping noises had bounced back from the structures under my skin.” To uninformed people, the noise of high-field MRI scanners will indeed be one of their most salient features. However, it is a mere epiphenomenon subject to the sophisticated technology necessary to change strong magnetic fields in short intervals. The technique itself is based on inaudible electromagnetic waves (like those emitted by a cellphone) to investigate brain structure and function.