Advertisers are not thinking radically enough - they look for technology to lead instead of trying the neuroscience approach and thinking about what parts of the brain haven't been activated before. These new experiences bring new capabilities to the brain.

Actually I think my view is compatible with much of the work going on now in neuroscience and psychology where people are studying the relationship of consciousness to neural and cognitive processes without really trying to reduce it to those processes.

I have a neuroscience background - that's what my doctorate is in - and I was trained to study hormones of attachment so I definitely feel my parenting is informed by that.

There's a lot of neuroscience now raising the question 'Is all the intelligence in the human body in the brain?' and they're finding out that no it's not like that. The body has intelligence itself and we're much more of an organic creature in that way.