It's not brain surgery! Well, actually, it is! Neurosurgeon Brian Kopell answers the internet's burning questions about brain surgery. What's harder, rocket science or brain surgery? Do you have to be AWAKE during brain surgery? What part of the brain remembers the Jurassic Park theme song? Brian answers all these questions and much more! Director: Lisandro Perez-Rey Director of Photography: Constantine Economides Editor: Richard Trammell Expert: Dr. Brian Kopell Line Producer: Joseph Buscemi Associate Producer: Paul Gulyas Production Manager: Eric Martinez Production Coordinator: Fernando Davila Camera Operator: Rahil Ashruff Audio: Gabe Quiroga Production Assistant: Patrick Sargent Post Production Supervisor: Alexa Deutsch Post Production Coordinator: Ian Bryant Supervising Editor: Doug Larsen Assistant Editor: Andy Morell

Produced by Wired Brand Lab with Deloitte | Change is happening faster than ever before. This inflection point is leading companies to rethink how they stay more agile, flexible, and resilient. Blockchain, AI, and the Metaverse offer incredible value for the future, but can they be trusted today? Deloitte’s Chief Futurist Mike Bechtel and Erica Orange, EVP of the Future Hunters, discuss trust as a guiding principle for successful businesses, exploring the use cases of new technologies and how companies can get ahead of the curve to meet the future today.

Produced by WIRED Brand Lab with the UK Department for Business & Trade | Learn more about the UK companies revolutionizing the metaverse, AI, and more.

Produced by Wired Brand Lab with IBM | In this unpredictable business landscape, being able to strategize for multiple scenarios by weighing the potential impact of decisions gives the power to make the right call. See how IBM Planning Analytics on Amazon Web Services makes it possible to tackle tough business challenges.

Produced by WIRED Brand Lab with L’Oreal | WIRED Brand Lab headed to VivaTeah in Paris to learn more about the tech innovations and tools that L’Oreal is utilizing to influence and augment the future of Beauty Tech.

Produced by WIRED Brand Lab with Oladance | A new species of audio technology is packing high-quality sound into Oladance headphones. Learn more at oladance.com.

Produced by Wired Brand Lab with IBM | Automated robust data collection across diverse data types is key to advancing ESG performance. See how IBM Envizi ESG Suite on Amazon Web Services makes it possible to tackle tough business challenges.

Produced by WIRED Brand Lab in partnership with Wilderness | The Okavango Delta in Botswana shelters endangered species amidst threats to its delicate ecosystem. Join WIRED Brand Lab's Marcus Jones on a journey to explore Wilderness Mombo —a pioneering safari lodge using technology for sustainability and wildlife preservation across its 45,000-hectare home, harmonizing with the wilderness for an eco-conscious future.

Produced by WIRED Brand Lab with Deloitte | WIRED Brand Lab sits down with Deloitte Consulting's CEO, Deputy CEO, and CCO to understand how Deloitte harnesses the inherent power of unexpected combinations of people, platforms, partners, and technologies to tackle today’s most complex challenges.

Produced by Wired Brand Lab with IBM | In industries reliant on heavy assets, unexpected challenges like machinery failures are common. How can businesses predict and prevent these issues? Discover how IBM Maximo on AWS empowers companies to shift from reactive to predictive maintenance, harnessing AI-driven alerts to help detect anomalies and swiftly address challenges.

Produced by Wired Brand Lab with IBM | As businesses grapple with fluctuating computing demands for an endless suite of technologies, ensuring optimal cloud capacity becomes crucial. How can they keep up without breaking the bank? Discover how IBM Turbonomic on AWS automates the optimization of cloud resources, from EC2 instances to EBS volumes, allowing businesses to reallocate savings and drive growth.

Produced by WIRED Brand Lab with AWS | Discover how Riot Games leverages AWS cloud infrastructure to broadcast the League of Legends World Championship to fans everywhere, while providing near zero latency for gamers playing Riot Games’ hit titles in regions across the globe.

Produced by Wired Brand Lab with AWS | Join Max Homa and the PGA TOUR in the high-stakes world of professional golf as we unveil the game-changing role of data, analytics and AI. The PGA TOUR revolutionizes the game, turning every swing, putt, and drive into a treasure trove of insights. Discover how Amazon Web Services is fueling this digital revolution, not just elevating the player’s game; but transforming how fans experience the sport.

Produced by WIRED Brand Lab with Jack Daniel's | Jack Daniel's and McLaren Racing have teamed up where the rubber meets the racetrack to give actor and racing enthusiast Aldis Hodge all access to Austin Race Weekend. Check it out!

Produced by Wired Brand Lab with IBM | Businesses face growing cybersecurity threats as digital footprints expand. With limited time to stop breaches, how can businesses accelerate detection and response to cyberattacks? Discover how IBM Security QRadar Log Insights on AWS empowers companies to streamline responses across teams with AI-powered workflows.

Produced by Wired Brand Lab with IBM | Developers monitoring robust cloud systems face numerous challenges with traditional software, reacting to issues as they occur. Even finding where to start can take longer than actually fixing the problem. But what if AI could help recognize and predict potential problems before they ever impact IT systems? Discover how IBM Instana on AWS with AI-driven analytics proactively detects and helps you resolve issues while providing insight to contextualize contributing factors.

Produced by WIRED Brand Lab with PwC | Artificial intelligence has officially gone mainstream. While the advances in modeling have been significant, it is by no means a new technology—businesses have been turning to AI for solutions for years. Now, with mass attention and rapidly evolving growth, how can businesses best integrate and optimize AI to drive revenue and efficiency? And what are the challenges and opportunities they face?

Produced by WIRED Brand Lab with Expedia Group | Over the past 10 years, how we travel has been completely transformed by social media, technology, and the gig economy. With the proliferation of short-term rentals, we’ve seen a shift in the way housing in communities operates. Your neighbor could change every weekend, and your little corner bodega is now a travel hot spot. Short-term rentals open up local tourism in a new way. But with new regulations severely limiting short-term rentals in one of the largest cities in the world, what does the future of the industry look like?

Produced by WIRED Brand Lab with L’Oreal | L’Oréal just made history at CES 2024. After being the first beauty company to attend the show a decade ago, it’s now become the first to keynote it.

Video journalist and creator of ‘Huge If True’ Cleo Abram visits WIRED to answer her most searched questions from Google. Is Cleo Abram a scientist? How often has she collaborated with MKBHD? Does Cleo Abram have a podcast? Why does she love quantum computing? What has Cleo Abram learned about AI and AI music? Does she have a dog? Cleo Abram answers all of these questions and more on the WIRED Autocomplete Interview. Director: Justin Wolfson Director of Photography: Charlie Jordan Editor: Evan Allan Talent: Cleo Abram Line Producer: Joseph Buscemi Associate Producer: Brandon White Production Manager: Peter Brunette Production Coordinator: Rhyan Lark Talent Booker: Mica Medoff Camera Operator: Christopher Eustache Sound Mixer: Sean Paulsen Production Assistant: Sonia Butt Post Production Supervisor: Christian Olguin Post Production Coordinator: Ian Bryant Supervising Editor: Doug Larsen Assistant Editor: Andy Morell

Sweetmeat attracts 5 per cent GST. However, namkeen or savoury items like fruit and vegetable chips, bhuijas, and other snack foods etc attract GST at the rate of 12 per cent

Bollywood’s entrepreneurial leap is seeing stars use their fame and influence to co-create winning brands 

An exploration of the relationship between products, services and the concept of time

In conversation with Ajoy Chawla, CEO, Tanishq, the jewellery division of Titan Co Ltd 

The Mumbai billboard crash has shaken up the advertising industry. Will brands be reluctant to spend on the outdoor medium now? 

Travis Coates, COO of Swedish firm Transcom feels India’s talent and skill pool over time will make it another important hub for them

Medals and marketing: A host of brands have a lot riding on the athletes as they look to leverage the sports extravaganza

Counter-intuition and not taking the rational path have often helped brands become a huge success

Reviving traditional Indian cookware for modern kitchens, P-Tal and Green Heirloom cater to conscious consumers seeking heritage products

Cholatails has been curated in partnership with Ajit Balgi, a beverage expert, and founder of The Happy High bartending academy in Mumbai

Formula for personal growth: Brand and design evangelist Lulu Raghavan says one has to be grounded and humble to nurture ambitions

The effect was observed regardless of whether hallucinations were auditory or visual in nature, consistent with a reality monitoring explanation.

The 19-year-old State-level gymnast from Madurai suffered shoulder dislocation twice

Rakshitha, a native of Somanahalli in Kadur taluk, suffered a head injury on September 18 after a fall while getting off a bus in Chikkamagaluru

The centre is an outcome of a ₹100 crore grant to NCBS and NIMHANS for long-term research, and to build capacity for both research and practice in the mental health field

Marketers are complicit in the toxicity of social media, they misunderstand its function and how brands should participate in it, and yet they appear to be held hostage by it. Those are some of the main paradoxes confronting brand marketers, according to a damning new report from the social media analyst at Forrester Research.

You can use these completely free platforms to boost your personal brand and grow your audience. Lets look at some winning ways you can enhance your online presence.

1. Keep your profiles updated
2. Use visuals!
3. Use keywords in your profiles
4. Make your headlines attractive
5. Be active on social media
6. Develop a persona

Last week, we ran a few polls in the newsletter to learn more about how marketing goals vary between social media platforms. You may use a platform to accomplish many goals, but there is most likely one goal that you both have invested in and have consistently seen a great return on that investment.

We selected four common social media marketing goals to focus on:

Brand Awareness
Lead Generation & Sales
Customer Service
Community Engagement

Instagram and Facebook were the first two platforms we selected for the polls. Given the immense user-base of both platforms, plus the diversity of interests and communities found on each, it's not a huge shock that brand awareness took the lead in both of these polls.

Rather than using aggregated statistics and sentiment analysis, the research team used a qualitative approach to drill down into all the tweets posted around the two case studies, and divided them into key topics, positions, purpose and arguments, in order to determine how users engaged in the debate around sustainability and ethics in fashion.

They found that the two main ethics and sustainability issues raised by social media users were environmental concerns, in the first case study; and labor conditions in the supply chain, in the second. Analysis revealed that only a small proportion of tweets were explicitly critical and that those that were, were actually prompting a relatively sophisticated debate that fashion brands may benefit from engaging meaningfully with.

As the world faced lockdowns, people restricted themselves to the four walls of their homes, increasing the amount of time they were spending on social media platforms and behind their screens, but this was not necessarily a bad thing. Social media kept the world connected when the harsh reality of the new normal kept everyone physically apart. This magnanimous increase in screen-time presented brands and organizations an opportunity to connect with their audiences like never before. As we look towards 2021, we must understand that 2020 has changed how we will do business forever. Clearly, there are no effective marketing strategies without social media going forward.

In researching the landscape ahead for social media, I spoke with entrepreneur and social media expert Brandon Mimms. Brandon has built over 10 million followers combined across various pages on Instagram, including @USA, @SantaClaus, @Shoes, @NiagaraFalls, and others.

1. Say goodbye to one-man-shows.
2. Be mindful of response times.
3. Hire social-centric experts.
4. Have backup resources.
5. Educate leadership on social media basics.
6. Provide social teams with ample resources.
7. Establish clear escalation and brand guidelines.
8. Encourage days off.