This is another great TED talk - and youngsters might think that 2003 was long ago, he was visionary.

In my book The Advertised Mind and the next one I talk a lot about how understanding the brain is now a 'coming together of sciences' the first thing from his talk to note is how he found no answer in a particular science for his quest. In act this is the theme of his talk.

Also note how he sees the that we do not need more data, but that we need more wisdom integrating what we know.

He is talking about the NEW PARADIGM which I describe as the Damasio paradigm. His references to this sort of echos the way I have talked about this.

Most of all THINK ABOUT WHAT HE SAYS FROM A BRAND-BEHAVIOUR ASPECT.

I spend a lot of pages in both books explaining the memory system. Listen to his views.

In the next book I specifically talk about the consumer 'living in the furure' - i.e. predicting what he will feel like when he buys the brand. This is a neurological fact involving the Dopamine system (and other amines) which relate to the 'what if' systems in the brain.



http://www.ted.com/index.php/talks/lang/eng/jeff_hawkins_on_how_brain_science_will_change_computing.html

About this talk

Treo creator Jeff Hawkins urges us to take a new look at the brain -- to see it not as a fast processor, but as a memory system that stores and plays back experiences to help us predict, intelligently, what will happen next.

About Jeff Hawkins

Jeff Hawkins pioneered the development of PDAs such as the Palm and Treo. Now he's trying to understand how the human brain really works, and adapt its method -- which he describes as a deep…