This document summarizes a webinar on Brain Rules by John Medina. It introduces SharpBrains, an organization that provides brain fitness market research. The webinar discusses three of Medina's brain rules: exercise boosts brain power; we don't pay attention to boring things so multitasking reduces productivity; and stressed brains don't learn as well. Medina advocates aerobic exercise, focusing on one task at a time, and reducing stress to optimize brain function.

1. Brain Rules for Thinking Smarter
Guest Speaker: John Medina
Hosted By: Alvaro Fernandez
SharpBrains Brain Fitness Series June
3rd, 2008

2. An Introduction to SharpBrains
 Brain Fitness Market Research and Advisory Services:
Independent, not affiliated with products/ vendors.
 For institutions: Market Research, Consulting and Training Services.
 For individuals: Blog and Educational Website
 Co-Founded by neuroscientist Elkhonon Goldberg and
executive & educator Alvaro Fernandez.
 Member of Scientific American Partner Network.
 Over 10 scientists, educators, as blog Expert Contributors.
 Featured by NYT, US News & World News, Reuters…
 Learn more: www.sharpbrains.com
 Contact: Alvaro Fernandez at information@sharpbrains.com

3. An Introduction to our Webinar Series
#1: “The State of the Brain Fitness Software
Market, 2008”
 May 27th
#2: “Brain Rules for Thinking Smarter”, with
John Medina
 June 3rd
#3: “The Science and Practice of Brain
Fitness”
 June 10th

4. John Medina and Brain Rules
 Dr. John Medina: developmental molecular
biologist and research consultant.
 Brain Rules: 12 Principles for Surviving and
Thriving at Work, Home, and School (Pear
Press, March 2008)
 http://www.brainrules.net/

5. My 3 Key Take-Aways
 Rule #1: Don’t hire coach potatoes (Or be
one)
 Rule #4: Multitask at your peril (and others’)
 Rule #8: You have one brain

6. Rule #1: Exercise boosts brain power.
 Best business meeting: walking at
about 1.8 miles per hour.
 Aerobic exercise improves executive
functions. No need to run triathlons.
 Exercise improves cognition for two
reasons:
- Increases oxygen flow into the brain
- Acts directly on the molecular
machinery of the brain itself

7. The cognitive value of exercise
Source: Colcombe, S and Kramer, AF (2003)
Fitness effects on the cognitive function of older adults: a meta-analytic study
Psych Sci 14: 125 - 130

8. Rule #4: We don't pay attention to boring
things.
 Previous experience and pattern recognition.
 Can I eat it? Will it eat me? Can I mate with it? Will it
mate with me? Have I seen it before?
 Multi-tasking, and our sequential processor. Driving
while talking on a cell phone is like driving drunk.
 The always online organization is the always
unproductive organization. Error rate goes up 50%
and it takes you twice as long to do things.

9. Rule #4: We don't pay attention to boring
things.

10. Rule #8: Stressed brains don't learn the
same way.
 Stress that lasts about 30 seconds: OK
 You can actually watch the brain shrink.
 Stress damages cognition.
 If you want your kid to get into Harvard, go
home and love your spouse.
 You have one brain.

11. Rule #8: Stressed brains don't learn the
same way.
Mendl M (1999)
Performing under pressure: stress and cognitive function
Applied Animal Behavioral Science 65(3): 221 - 244

12. My 3 Key Take-Aways
 Rule #1: Don’t hire coach potatoes (Or be
one)
 Rule #4: Multitask at your peril (and others’)
 Rule #8: You have one brain

13. Resources Mentioned
 Tons of excellent content:
http://www.brainrules.net/
 Books
 John Gottman: Raising an Emotionally Intelligent
Child
 Robert Sapolky: Why Zebras Don’t Have Ulcers
 Bruce McEwen: The End of Stress As We Know It
 Research
 Michael Posner: on Attention
 Art Kramer: on Physical Exercise and Cognition

14. John Medina and Brain Rules
 Dr. John Medina: developmental molecular
biologist and research consultant.
 Brain Rules: 12 Principles for Surviving and
Thriving at Work, Home, and School (Pear
Press, March 2008)
 http://www.brainrules.net/