Muscular Metaphor

A few years back, before the company now known as Posit Science even had a product on the market, its founders considered how to position just what it was they were aiming to sell. One of those founders was a neuroscientist named Michael Merzenich, a professor at the University of California-San Francisco, whose research focused on “brain plasticity.” One way of characterizing the commercial applications that his work helped spawn was “cognitive behavioral training.” Not surprisingly, such phrases gave way to something a bit sexier: “When we talked about it as ‘brain fitness,’ people got it instantly,” recalls Jeff Zimman, Posit Science’s chief executive.
MORE