NEURAL

How Brain-Computer Interfaces Will Redefine Commerce and Power

Fast Company Press · 2027

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NEURAL: How Brain-Computer Interfaces Will Redefine Commerce and Power

NEURAL follows BCI technology out of the clinic and into everyday life. It asks how we will sell to each other when a feeling can be measured, who holds power when the interface sits inside the skull, and what we owe each other when more of what we experience can reach another person.

It draws on conversations with the people who live with these devices and the people who build them, and on Velco Dar’s twenty years of designing experiences for brands.

Published by · 2027
NEURAL by Velco Dar, hardcover edition from Fast Company Press
Part I

The Leap

Where this comes from and how it works, from a tribe around a fire at Lascaux to the first recordings of a living brain.

  1. 02A Brief History of Connected Brains
  2. 03What is a BCI
  3. 04The Brain
  4. 05Mind Meets Machine
Part II

The Neural Economy

We have always paid for how things make us feel. What happens to business when that feeling can be measured, and one day delivered directly.

  1. 06The Emotion Economy
  2. 07Products as Neural Experiences
  3. 08Neuro Commerce and the Future of Mood
Part III

Power and Control

Power has always moved to whoever owns the interface. Platforms, states and money, once the interface can read back.

  1. 09Power Redefined
  2. 10Digital Society
  3. 11Money
Part IV

Society on the Edge

The harms, the first laws written to protect the mind, and the risks nobody can name yet.

  1. 12The Dark Side
  2. 13The New Moral Code
  3. 14The Unknown Unknowns
Part V

The Human Question

Taste sent across a country, a robotic arm moved by thought, and the communities that choose to keep a new tool at arm’s length.

  1. 15Beyond Sight and Sound
  2. 16Beyond the Body
  3. 17Refusal
Part VI

The Leap Forward

What has to be built, how leaders can get ready, and what it means when the miracle becomes a monthly bill.

  1. 18Building the Neural Infrastructure
  2. 19Preparing for the Leap
  3. 20The Utility

The night before the biggest surgery of his life, Noland Arbaugh stayed up late with a friend, laughing.

He kept waiting for the fear to hit. It never did. "There was no hesitancy in me even a little bit," he told me. His friend was the one who had signed him up for Neuralink's brain-computer interface trial to begin with; the invitation, as Noland tells it, had been one line on the phone: "you wanna get a chip in your brain?" So they spent that evening, in Noland's words, "living life like I wasn't about to have the biggest surgery of my life the next day."

Eight years. That's how long he had been paralyzed below the shoulders. In the summer of 2016, on a day off from working at a Pennsylvania camp, he ran into a lake with some friends. Somebody's elbow or knee caught him in the side of the head. His neck dislocated at the fourth and fifth vertebrae and snapped back into place on its own. He was twenty-two. In an instant, his injury changed how he could move, work, study and spend time with the people he knew. His first project in this new life was getting off a ventilator.

From Chapter 1 · The Neural Frontier
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NEURAL is built on conversations with the people closest to this technology: Noland Arbaugh, the first person to receive a Neuralink implant; Nicholas Opie, co-founder of Synchron; Brett Kagan of Cortical Labs, who taught neurons in a dish to play Pong; Fred Jordan of FinalSpark, which computes with living human neurons; Peter Meijer, the Dutch physicist behind The vOICe; and Nita Farahany, on what these capabilities mean for our freedom over our own minds.

Five stories from inside the book.

01 · Chapter 1

The night before surgery

Noland Arbaugh had been paralyzed below the shoulders for eight years. Two weeks after his implant, he stopped trying to move his hand and simply wanted the cursor somewhere. It went there.

02 · Chapter 6

Charlie’s chocolate bar

A boy with one coin chooses between five chocolate bars. What he really paid for was the feeling of choosing well. The book follows that feeling into a market where it can be measured, and one day triggered.

03 · Chapter 9

The morning song

At six every morning the same melody plays across Pyongyang. The state can send it into every home, but it cannot hear what anyone feels. Every ruler in history has had that problem.

04 · Chapter 13

The headset in Santiago

A former Chilean senator bought a consumer brain-reading headset, then asked for his own recordings. He needed a paid subscription to get them. He sued, and won the first enforcement of neurorights anywhere.

05 · Chapter 17

The phone in the shed

In Lancaster County, Amish families keep the telephone in a wooden shed at the end of the lane. They never banned it. They put a walk between themselves and the impulse to use it, and the book asks what that kind of choice looks like when the device is a neural interface.

In His Words
“We collectively decided, a long time ago, that being at least a little misunderstood is the price of being human.”
Introduction
“To the man with a chip in his brain, the interface had become invisible.”
Chapter 1 · The Neural Frontier
“The chocolate was the vessel. The feeling was the cargo.”
Chapter 6 · The Emotion Economy
“If the circuit that weighs a choice can be tilted a little toward loyalty and away from price, the person still goes through the experience of choosing. But the choice was made somewhere else.”
Chapter 9 · Power Redefined
“They kept the capability but destroyed the convenience. They put a two-hundred-yard walk between a person and an impulse, deliberately.”
Chapter 17 · Refusal
“We are quick to turn miracles into utilities, and then to complain about them.”
Chapter 20 · The Utility

As featured in

The Week India Cover story on brain-computer interfaces · May 2026
Velco Dar, author of NEURAL, speaking on stage Velco Dar

Velco Dar

For a little over twenty years, Velco Dar designed experiences for brands, bringing hundreds of people into a room to feel something advertising alone could not carry. Every time, the camera missed part of it. Working out why led him to brain-computer interfaces, and to this book.

He is the founder of Dargentic, which publishes market intelligence on brain-computer interfaces and AI, and of InsideBCI, a daily news publication on the field. He speaks to executives, investors and policy makers around the world about what neurotechnology means for commerce and power.

Intelligence for the neural age.

Dargentic is Velco Dar's intelligence service, delivering future-focused strategic intelligence on BCI, AI, neurotech, and enterprise developments to executives and investors who need to act on what's coming. Dargentic publishes InsideBCI, the daily brain-computer interface news publication, and the Dargentic Intelligence Report.

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Issue 01: Brain-Computer Interfaces, The Takeoff Era. 29 pages on the commercial, regulatory, and strategic implications. Out now.

NEURAL arrives in 2027.

Leave your email and we’ll let you know when pre-orders open.

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For press inquiries or bulk orders, email hello@dargentic.com.

To book Velco to speak, visit bcispeaker.com.