If you read popular science books about the brain, you might have encountered a new “grand theory” called predictive processing. If you haven’t yet, you will. Over the last two decades, it has gone ...

In my work as a brand strategist revealing the intersection of psychology and marketing, I have found that the most effective marketers have an intuitive grasp that science is now beginning to prove.

SEATTLE, WASH.—March 13, 2025—An international collaboration of over 50 neuroscientists and researchers is pioneering a new approach to understanding the brain: the world’s first crowd-sourced and ...

How our brain, a three-pound mass of tissue encased within a bony skull, creates perceptions from sensations is a long-standing mystery. Abundant evidence and decades of sustained research suggest ...

Forbes contributors publish independent expert analyses and insights. David Henkin helps organizations and individuals innovate and grow. Predictive analytics has evolved from a niche discipline into ...