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...worry--no one's scanning your head as you stand in front of the beverage aisle or sit in line at the drive-through. Instead, brain scientists are asking volunteers to ponder purchasing choices while lying inside high-tech brain scanners. The resulting real-time images indicate where and how the brain analyzes options, weighs risks and rewards, factors in experiences and emotions and ultimately sets a preference. "We can use brain imaging to gain insight into the mechanisms behind people's decisions in a way that is often difficult to get at simply by asking a person or watching...

Author: /time Magazine | Title: The Brain: Marketing To Your Mind | 1/19/2007 | See Source »

...cannot do. A device that might be helpful in personnel testing, for example, might not be rigorous enough to be used in a criminal trial, where the standard of proof is higher. That's currently the case with the polygraph. But Farah is afraid that because of the high-tech aura of brain scans, people may put more faith in them than is warranted...

Author: /time Magazine | Title: The Brain: Who Should Read Your Mind? | 1/19/2007 | See Source »

...January 2004, Rumsfeld replaced the 101st Airborne in Mosul with a Stryker Brigade, one of his prized innovations. Instead of patrolling the streets on foot, the Strykers--about 5,000 strong, one-quarter the number of troops that Petraeus had at his disposal--dashed about in high-tech armored vehicles. They didn't do any of the local governance that Petraeus had done. They were occupiers, not builders, and put Iraqis in control of civic order. Within months, Mosul descended into chaos. "You win this thing with boots on the ground," a Stryker Brigade officer told a Knight-Ridder reporter...

Author: /time Magazine | Title: Good General, Bad Mission | 1/12/2007 | See Source »

...January 2004, Rumsfeld replaced the 101st Airborne in Mosul with a Stryker Brigade, one of his prized innovations. Instead of patrolling the streets on foot, the Strykers--about 5,000 strong, one-quarter the number of troops that Petraeus had at his disposal--dashed about in high-tech armored vehicles. They didn't do any of the local governance that Petraeus had done. They were occupiers, not builders, and put Iraqis in control of civic order. Within months, Mosul descended into chaos. "You win this thing with boots on the ground," a Stryker Brigade officer told a Knight-Ridder reporter...

Author: /time Magazine | Title: Good General, Bad Mission | 1/12/2007 | See Source »

Fukui is not alone. From Bentonville, Ark., where Wal-Mart has embarked on ambitious pro-environment policies, to Silicon Valley, where high-tech venture capitalists are pouring hundreds of millions into renewable energy, 2006 was the year corporations began acting as if their existence--like the rest of the planet's--was tied to the environment. While Washington dithers, Wall Street is acting, driven by rising fuel prices that punish inefficiency and by the growing realization that climate change could ruin corporate leaders who continue to deny...

Author: /time Magazine | Title: How Business Saw the Light | 1/5/2007 | See Source »

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