Prof. Christof Koch discusses an alternative approach to studying the brain outside of academia. There are approximately 10,000 different labs worldwide exploring the brain, each shooting off in different directions. Universities are not set up for the large scale, systematic efforts and therefore there have been limited interactions between experiments, models and theories. He promotes the importance harnessing the creativity and drive of indivduals, whilst emphasizing the team aspect. He uses the Allen Institue's model of sharing data online and encouraging scientists to share their work.