Jack Newton http://www.ﬂickr.com/photos/jdn/5544977049/ Inﬂuence: It s in Your Genes How to own your genetic equity #DNAsxsw
Paul Saarinen Scott Fahrenkrug, Yamamoto, Director of Digital Strategy PH.DUniversity of Minnesota, Partner, Zingstring.com Director of the Animal Biotechnology Center Founder, Recombinetics
Demographic and psychographic informa2on Age, marital status, kids, home loca2on, es2mated salary, recently moved, credit cards, web sites, ethnicity, job history, magazines, bankruptcy, divorce, year you bought (or lost) your house, college, online discussion topics, brands of coﬀee, paper towels, cereal or applesauce, poli2cal leanings, reading habits, charitable giving, number of cars, interests, check-‐ins, groups, and friends. All your data are belongs to us
Mark Zuckerberg has said they can determine within a 33% accuracy when you ll break up and who you ll start dating Facebook relationship prediction
Can predict with a 98% accuracy up to two years ahead of time if you’ll get a divorce Credit databases
URSQUARE ict where you’ll go next basedorical check-in’s and friends activities Wants to predict where you’ll go next Foursquare
You are your DNA genotype (G) + environment (E) → phenotype (P) genotype (G) + environment (E) + genotype environment interac:ons (GE) → phenotype (P)
Behavior Has a Very Signiﬁcant Gene:c Component • Monozygo2c twins reared apart clearly demonstrate gene2c inﬂuence on personality, temperament, predisposi2on for anxiety, OCD, IQ (70% of variance is gene2c), occupa2onal and leisure-‐2me interests, social aMtudes, vo2ng behavior, problem solving, drug abuse, alcohol abuse, adult childhood an2social behavior, suicidal behavior, Au2sm Spectrum Disorders, ADHD, bed weMng. • By way of behavioral gene2cs a person’s par2cipa2on in social media, responsiveness to messaging, early adop2on, brand loyalty are likely to be predictable
• Is there a way to protect the privacy of your gene2c data? (copyright or patents) • Is there a way insure that gene2c based value crea2on is directed by and returned to the owner of the gene2c data?
Your Genome Phenome Belong to You We predict that personal gene:cs will be used as a marke:ng tool Someone will get paid We propose a gene:c equity trust that enforces ownership Opt-‐in for sharing with: • Philanthropic organiza:ons • Pharmaceu:cal companies • Marke:ng organiza:ons Some marke:ng opportuni:es can return dividends to gene:c equity holders
Miinome as a gene:c equity broker? Opt-‐In NOT Opt-‐Out Control Your Own Des:ny Invest in yourself Get Paid • Should Miinome be a Coop? • Like a credit union?