I try not to be the guy who freaks out about pop neuroscience. I think pop neuroscience is important. Executed well, it has a time and place. But as a breathtakingly neurotic author once wrote, "This is so stupid it practically drools."

Wring it dry—but neuroscience just isn't going to improve your tech startup's PowerPoint. That's what other tech startups are for.

I wouldn't usually be quite so up in arms about the use of the "neuroscience" buzzword, but this piece is a pretty egregious bastardisation of a field whose integrity I'm interested in maintaining.

Drivel follows below.