
Introduction
The Medicis were a banking family in Florence, Italy in the fifteenth century. In addition to their banking endeavors, they funded creators across a variety of disciplines. Thanks to this family, and others like it, sculptors, scientists, poets, philosophers, financiers, painters, and architects converged upon the city of Florence. There they met, learned from each other, and broke down the barriers between cultures and disciplines. The integration of their disciplines forged a new world based on new ideas. This period of time became known as the renaissance. Florence because the eipicenter of a creative explosion and launched one of the most innovative eras in all of history.
By stepping into an intersection where people are able to associate concepts from one field with those of another, creative new insights are born. In addition, even whole new fields are developed. Two examples are found in the field of biology. First, the integration of biology and technology created a bio-tech industry that develops technology based on biology, agriculture, food science, and medicine. Modern use of the term usually refers to genetic engineering as well as cell- and tissue culture technologies. Yet, the concept encompasses a wider range and history of procedures for modifying living organisms according to human purposes, going back to domestication of animals, cultivation of plants and “improvements” to these through breeding programs that employ artificial selection and hybridization.
Coined a term by British scientist and broadcaster Heinz Wolff in 1954, bioengineering is the application of engineering principles to address challenges in the fields of biology and medicine. Biological engineering applies principles to the full spectrum of living systems, including molecular biology, biochemistry, microbiology, pharmacology, protein chemistry, cytology, immunology, neurobiology and neuroscience. It deals with disciplines of product design, sustainability and analysis to improve and focus utilization of biological systems.
Developing what has been coined the Medici Effect requires breaking down barriers between fields. This involves a process of creating an environment where low associative barriers exist.
What are associative barriers?
Take a moment to consider the following situation: Susan is twenty-eight years old, single, outspoken, and very bright. She majored in biology and minored in public policy. As a student, she was deeply concerned with issues of sustainable development, global warming, and overfishing, and is politically active. Which statement is most likely to be true?
A. Susan is an office manager.
B. Susan is an office manager and is active in the environmental movement.
If you answered B, you are in good company; most people would give that answer. But the correct answer is A. If you are confused about this, consider another analogous question. Which statement is more probable?
A. An apple is green.
B. An apple is green and expensive.
This time the answer is apparent; clearly it is more likely that an apple is just green than that it is both green and expensive. The two questions are similar, but expressed in different ways. Yet we tend to make a mistake in the first case but not in the second. Why? The key difference between the two presentations is that in the first case our mind quickly makes a number of associations. Key words, such as sustainable development, global warming, and overfishing, are all associated with the environment. In most instances it would make sense to infer that Susan is active in the environmental movement. Therefore we are more likely to make assumptions about who Susan is as a person, rather than maintain a mind open to possibilities. These connections happen automatically and subconsciously. The effect is subtle, but very powerful. Read the rest of this entry »
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