What can we say today that we couldn’t have said only 10 years ago? That what neuroscience pioneer Santiago Ramon y Cajal claimed in the XX century, “Every man can, if he so desires, become the sculptor his own brain“, may well become reality in the XXI. And influence Education, Health, Training, and Gaming in the process.

We have only scratched the surface of what science-based structured cognitive (i.e., mental) exercise can do for brain health and productivity. We are now witnessing the birth of a new industry that crosses traditional sector boundaries and that may help us understand, assess and train our brains, harnessing the growing research about neurogenesis (the creation of new neurons), neuroplasticity (the ability of the brain to rewire itself through experience), cognitive training and emotional regulation.

Let’s now debunk 10 myths, still too prevalent, that may prevent us from seeing the full potential of this emerging field:

Myth 1: It’s all in our genes.

Reality: A big component of our lifelong brain health and development depends on what we do with our brains. Our own actions, not only our genes, influence our lives to a large extent. Genes predispose us, not determine our fates.

• “Individuals who lead mentally stimulating lives, through education, occupation and leisure activities, have reduced risk of developing Alzheimer’s. Studies suggest that they have 35-40% less risk of manifesting the disease” – Dr. Yaakov Stern, Division Leader of the Cognitive Neuroscience Division of the Sergievsky Center at Columbia University.

Myth 2: The field of Cognitive/ Brain Fitness is too new to be credible.

Reality: The field rests on solid foundations dating back more decades — what is new is the number and range of tools that are now starting to be available for healthy individuals.

• “Rigorous and targeted cognitive training has been used in clinical practice for many years. Exercising our brains systematically is as important as exercising our bodies.” – Dr. Elkhonon Goldberg, neuropsychologist, clinical professor of neurology at New York University School of Medicine, and disciple of Alexander Luria.

• “Today, thanks to fMRI and other neuroimaging techniques, we are starting to understand the impact our actions can have on specific parts of the brain.” – Dr. Judith Beck, Director of the Beck Institute for Cognitive Therapy and Research.

Myth 3: Medication is and will remain the only evidence-based intervention for a number of brain-related problems.

Reality: Cognitive training programs are starting to show value as complements to drug-based interventions.

• “Cognitive training rests on solid premises, and some programs already have very promising research results”- Professor David Rabiner, Senior Research Scientist and Director of Psychology and Neuroscience Undergraduate Studies at Duke University.

Myth 4: We need to buy very expensive stuff to improve our brains.

Reality: Every time we learn a new skill, concept or fact, we change the physical composition of our brains. Lifelong learning means lifelong neuroplasticity.

• “Learning is physical. Learning means the modification, growth, and pruning of our neurons, connections–called synapses– and neuronal networks, through experience…we are cultivating our own neuronal networks.” – Dr. James Zull, Professor of Biology and Biochemistry at Case Western University,

Myth 5: Schools should just focus on basic skills like Reading and Math.

Reality: “Mental muscles,” such as working memory, are fundamental to academic performance and are currently overlooked by the school system.

• “I don’t see that schools are applying the best knowledge of how minds work. Schools should be the best place for applied neuroscience, taking the latest advances in cognitive research and applying it to the job of educating minds.” – Dr. Arthur Lavin, Associate Clinical Professor of Pediatrics at Case Western School of Medicine.

Myth 6: Crossword puzzles, or our daily job activities, are the best way to keep one’s mind sharp.

Reality: Computer-based programs can be more effective at training specific cognitive skills.

• “What research has shown is that cognition, or what we call thinking and performance, is really a set of skills that we can train systematically. And that computer-based cognitive trainers or “cognitive simulations” are the most effective and efficient way to do so.” – Dr. Daniel Gopher, Professor of Human Factors Engineering at Technion Institute of Science.

Myth 7: Videogames are always a waste of time.

Reality: Scientifically-designed, computer-based programs can be a good vehicle for training specific skills. For example, it has been shown that short term memory can be expanded by such programs.

• “We have shown that working memory can be improved by training.” – Dr. Torkel Klingberg, Director of the Developmental Cognitive Neuroscience Lab at Karolinska Institute.

Myth 8: This means kids will spend more time playing videogames.

Reality: In Japan – the world’s earliest adopter of brain-related videogames- overall home videogame sales have declined, with children playing less over time. Interestingly, adults in Japan have started to play brain-related video games more, and we are starting to see the same trend with adults in the US and Europe.

• “The sales of software on home game machines have declined (in Japan) from its peak of 533 billion yen in 1997 to 53% of that amount, 315 billion yen in 2005” — Go Hirano, Japanese executive.

Myth 9: Brain exercise is only for seniors. And, only about memory.

Reality: People of all ages can benefit from a variety of regular brain exercises. For active professionals, managing stress and emotions is often a good first step.

• “The elite performers are distinguished by the structuring of their learning process. It is important to understand the role of emotions: they are not “bad”. They are very useful signals. It is important to become aware of them to avoid being engulfed by them, and learn how to manage them.” – Dr. Steenbarger, Associate Professor of Behavioral Sciences at SUNY Upstate Medical University, and author of the book Enhancing Trader Performance.

Myth 10: This all sounds too soft to be of real value to managers and professionals.

Reality: There is nothing soft about the hard science-based training of specific cognitive and emotional skills.

• “I can easily see the relevance in highly competitive fields, such as professional sports and military training.” – Dr. Bradley Gibson, Director of the Perception and Attention Lab at University of Notre Dame.

(Remember: you can download Here the whitepaper featuring the 11 in-depth interviews that debunk those myths).

We want to be able to reach more organizations, so please let us know of any ideas!

Some recent examples

1. Managing Stress for Peak Performance (we mentioned some notes on an Accenture session)

New and challenging situations – such as taking on new responsibilities– can trigger reactions in our brain and body that limit or even block our decision-making abilities. These reactions may also harm our long-term brain power and health. Although we cannot avoid change and stressful situations, we can learn how to manage our stress levels to ensure peak performance-even in tough moments. The latest neuroscience research proves that stress management is a trainable “mental muscle.” This is true for any high pressure profession, be it trading, sports, or simply modern life.

2. The Science of Brain Health and Brain Fitness (similar to what I will teach at UC Berkeley OLLI)

Neuroscientists have shown how the human brain retains neuroplasticity (the ability to rewire itself) and neurogenesis (the creation of new neurons) during its full lifetime, leading to a new understanding of what aging means. In this workshop, we will review the science behind some of key concepts in this field and explore their implications on our lifestyles: concepts include neuroplasticity and neurogenesis, the Cognitive Reserve theory for healthy aging, computer-based cognitive training programs, emotional self-regulation, and the 4 pillars for lifelong Brain Health.

3. Exercising Our Brains for Top Health and Productivity (like our session at Cisco Systems)

Neuroscientists have finally shown that, at any age, our mental activity influences the generation of new neurons and their connections, with clear guidelines to follow. We have all heard “Use it or lose it”. In this workshop we will learn how to make the most of the latest research which suggests instead: “Use it and improve it”. We will combine both research and fun group activities to learn how to exercise and improve different areas of our brains: attention, executive functions, language, visual skills, language, memory, emotions, motor coordination.

And what some clients are saying

Cisco Systems: “The SharpBrains workshop was one of the most enlightening and fun team-building activities we have had. I also love the tools that help me apply the stress management skills we were taught” – Vladimir Todorovic, Manager, Cisco Systems.

Accenture: 46 percent of survey respondents strongly agreed they “gained practical skills and knowledge” in the SharpBrains workshop they could “start using immediately.” 69 percent strongly agreed “faculty was knowledgeable and very well informed.” – Survey of participants at Accenture’s International Women’s Day celebration.

SFSU Osher Lifelong Learning Center: “Interactive information, entertaining, amusing, educational, lots of material covered in short time. Good fun! Mr. Fernandez is in his element. Great teacher, witty, his love of his craft is evident.” – Participant in 2007 “Exercising Our Brains” class at SFSU.

Stanford Business School: “I can start seeing the changes in my stress level take place right in front of my eyes,” said Baba Shiv, a neuroscientist and professor at Stanford’s Graduate School of Business, who uses Freeze-Framer 2.0, one of the programs licensed by SharpBrains.” quoted in San Francisco Examiner, 3/19/07.

Traders: “Traders exposed to stressful situations need to manage levels of cognitive and physical arousal for maximum performance. Through structured practice, we can learn to improve our ability to enter and remain in states of calm focus. SharpBrains brings together best practices, insightful information and the tools uniquely marketed to traders.” – Brett Steenbarger, Trader and Published Author on the Psychology of Trading.

If you are interested in learning more, please Contact Us or just leave a comment below. Enjoy the weekend!.

I. Anonymous Feedback from an online survey of our online store customers

• 58% respondents are Very Satisfied, and 42% Satisfied, with the products and services they chose. I promise that there were more options (Dissatisfied, Very Dissatisfied)
• “As a trader, I really need to sustain attention for long periods. Your program (here) has been eye-opening and very helpful.”
• “I LOVE the program! It is fun, challenges me and gives me hope for improving in the areas where I have limitations. Staff support & educational information has been great. It is very important to be able to talk to someone about the questions or process problems that we experience…your member on-line site gives us the opportunity to get answers & needed support. Thanks for all you are doing. My husband and I love getting feedback about our progress…it is a very positive experience!”
• “Keep developing programs so when we finish doing the MindFit (here) program there will be another one to build upon the first! I am impressed at how well your programs are individualized. Good Job to all involved!”
• “Good, I enjoy the games (here) and I can tell a difference in my memory and overall awareness.”

II. Feedback about our Stress Management for Peak Performance workshop (here)

• Accenture: 46 percent of survey respondents Strongly Agreed that they “gained practical skills and knowledge they could start using immediately.” 69 percent Strongly Agreed “faculty was knowledgeable and well informed.” – Survey of participants at Accenture’s International Women’s Day
• Cisco Systems: “The SharpBrains brain exercise workshop was one of the most enlightening and fun team-building activities we have had. I also love the tools (here) that help me apply the stress management skills we were taught” – Manager, Cisco Systems

III. Anonymous Feedback from from students in our February-March Exercising Our Brains Class at San Francisco State University

• 84% agree with “I would recommend this class to others”
• “This was great fun and full of helpful insights, particularly given some caregiving responsibilities I have at this time”
• “Very engaging class. The instructor knows the information very well, encourages and responds to student comments and questions with care and insight”

Our Exercise Your Brain DVD is based on a brief workshop based on this class. We will announce shortly the details for the Train-the-Trainer program for instructors interested in teaching this class in other locations.

We have had another busy month behind us, and we’re looking forward to Brain Awareness Week March 12-18. Keep reading for the details (including a special offer in honor of Brain Awareness Week) …

I. Press Coverage
II. Events
III. Program Reviews
IV. New Offerings
V. Website and Blog Summary, including brain teasers

I. Press Coverage

Set your DVRs – SharpBrains is coming to the small screen! Our television debut will be on CBS 13 West Sacramento’s “Good Day Sacramento” on Monday, March 12.

La Opinion, the most prestigious Spanish-language paper in the US, featured SharpBrains in a recent article “Secreto para triunfar en los exámenes” (Secrets to Triumphing in Exams)

Another great international publication was an article called “Training the Brain as Possible as Training the Body” in the prominent Arabic newspaper Annahar.

And Mark Muckenfuss of The Press-Enterprise in Riverside writes in “Train Your Brain“:

“I would tend to believe that still we underestimate the brain,” says Fernandez, whose background is in educational training and marketing. He notes that recent studies have shown when a brain is injured by a stroke, “those mental structures recreate themselves (with exercise). It means to me there are a lot of things we could really do and many times we are not aware of them. We cannot promise to people you will only keep getting better until you are 200 years old. But I think people still underestimate how flexible the brain really is.”

II. Events

March 8, Alvaro led the Stress Management workshop at Accenture during the Annual International Women’s Day. He presented the latest neuroscience findings about the impact of stress on performance and introduced a variety of techniques to help manage stress.

Brain Awareness Week 2007 is coming March 12-18! In honor of the week, we are offering a $10 discount code on any brain fitness program offered at SharpBrains. To use the coupon from today until March 18th, enter the code BAW2007 into the Discount Coupon field presented during the checkout process and get your $10 discount.

Osher Lifelong Learning Institutes: We are also collaborating with 35 different Osher Lifelong Learning Institutes at universities across the US to share information and our Brain Fitness 101 guide.

We are teaching our class Exercising Our Brains once more in San Francisco and preparing ways to expand to other cities—stay tuned!

Learning & The Brain Conference: Enhancing Cognition and Emotions for Learning: We attended a great conference of educators and neuroscientists sharing ideas to influence each other. Some tremendous speakers were there to talk about the latest discoveries in neuroscience. One of the main themes we left with was that people are a mixture of cognition and emotion, and both elements are essential to function and learn properly.

III. Program Reviews

“John & I keep working the program. I love it! I just completed the second assessment & it showed I have made progress! Thanks also for keeping in touch.”
—Sue Anne, registered nurse, on Comprehensive Brain Workout

“The stress management program is becoming a big time savior – keeps my nerves in check.”
—top business school professor on Freeze-Framer

“SharpBrains’ is the first biofeedback application that I’m aware of that is uniquely marketed to traders. I’ve used biofeedback to monitor my body’s level of arousal during trading and have found it to be quite useful.”
—Brett Steenbarger, trading psychology expert, on Freeze-Framer

“Interactive information, entertaining, amusing, educational, lots of material covered in short time. Good fun! Mr. Fernandez is in his element. Great teacher, witty, his love of his craft is evident.”
—Anonymous evaluation from student, on Exercise Your Brain Workshop

IV. New Offerings

Our new Exercise Your Brain: New Brain Research and Implications DVD has been a popular item since it became available. This one-hour and 20 minute class introduces you to the science of brain fitness and includes many engaging brain exercises you can do on your own or in a group setting. A perfect introduction to brain fitness!

We are pleased to have added the emWave Personal Stress Reliever to our stress management programs. It is a convenient, practical training device that uses the same patented technology as Freeze-Framer to help you reduce stress and shift into The Zone anytime, anywhere.

V. Website and Blog Summary

Just Science sponsored a Week of Science among bloggers who agreed to write about “just science” for one week. Here are a few articles we wrote for that week:

• Cognitive Reserve and Lifestyle
• ADD/ADHD and working memory training: interview with Notre Dame’s Bradley Gibson
• Heart Rate Variability as an Index of Regulated Emotional Responding

Here are some other highlights from our recent posts:

• Best practice for top trading performance: biofeedback
• How can I improve my concentration and my memory?
• Mindfulness-Based Stress Reduction (MBSR) and other stress management techniques
• Is physical fitness important to your brain fitness?
• Brain Fitness Blog Carnival #2
• Exercise Your Brains – Visual Logic Brain Teaser
• Brain Workout for Your Frontal Lobes

Finally, let us ask a favor: we are actively looking for partners who can help us reach more people. Organizations offering advice and programs around health, nutrition, physical fitness, training who may want to partner with us to offer an additional brain fitness component to their members, visitors, readers. Please let us know any suggestions!

Keep exercising your brain!

~Alvaro and the SharpBrains Team

Global consulting company Accenture organized a series of events, and I was fortunate to lead a fun workshop on The Neuroscience of Stress and Stress Management in their San Francisco office, helping over 125 accomplished women (and a few men) learn what stress is, its implications for our brain functioning, performance and health, and of course some tips and techniques to develop our “stress management” muscles. It was an honor to be able to wrap up a great event that included District Attorney Kamala D. Harris, two of the co-authors of This is Not the Life I Ordered, a video by Senator Dianne Feinstein, and some great Accenture women.