Greg Simpson is a cognitive neuroscientist involved in leading-edge brain research, the development of novel neuroscience-based tools for training the brain/mind and creation of companies to translate these inventions into real-world products/benefits. Formerly the Director of the Dynamic Neuroimaging Laboratory at UCSF, he is the co-founder and CSO of Think Now, Inc., a company producing software tools for cognitive enhancement and well-being based upon inventions related to the control of attention and self-awareness - mental fitness through better attention skills. Think Now is also creating novel EEG (brain wave) tools for assessing and training attention. He is an investigator on NIH funded studies of the neural bases of attentional control, its relationship to ADHD and to emotional balance with colleagues at UCLA, UCB, UCSF and Oregon Health & Science University. He has advised several biotech/mental health startups and is passionate about using neuroscience to help people live better lives.