M 46 Bradley Cooper (center) stars in Relativity Media’s LIMITLESS.
Entrepreneurs are always looking for a competitive edge. The latest phenomenon? “Smart drugs,” or nootropics, which some claim gives them unlimited energy, razor-sharp focus and increased concentration. Hoping to gain superhuman-like powers, an increasing number of entrepreneurs, founders and small business owners are popping pills like Modafinil (Provigil) to power through long days and pull all-nighters.
The Buzz
Smart drugs aren’t new – U.S. Air Force pilots, for example, were among the first to participate in Modafinil trials in the 1950s to increase alertness – however, the manner in which smart drugs are being used is. The drug of choice these days is the aforementioned, Modafinil, a prescription-only medication for narcolepsy. In the past few years, as research has begun to zero in on the benefits of Modafinil, and other like substances on healthy users, it’s become prevalent on the start-up scene for its side effect – increased brain function.
The reputation of cognitive enhancement also received a boost with the 2011 film Limitless starring Bradley Cooper as a “perfect” version of himself. High-profile, successful entrepreneurs such as Dave Asprey, CEO of The Bulletproof Executive, have done much to popularize this growing market, too, with his line of “Bulletproof®” products including coffee, powders and bars.
The Strategy
Nootropics are meant to increase brain function, enhance motivation and performance. Coined in 1972 by the Romanian Dr. Corneliu E. Giurgea, the word nootropic comes from the Greek words meaning, “mind” and “to bend/turn.” Most of these supplements and nutraceuticals work by making neurochemicals more available within your body, stimulating the nervous system, or increasing oxygen supply to the brain.
There are many different types and classes of cognitive enhancers out there, such as piracetam, noopt, L-carnitine, each with their specific performance-enhancing benefit, ranging from perfected vision to a faster metabolism. No perfect pill exists, some avid users, like Asprey, claim to down a cocktail of upwards of 15 pills each day. However, whether for improved memory, sharper focus, better vision, or increased energy, no matter the motivation, the end goal is clear – to turn a million-dollar idea into a billion-dollar idea.
The Benefits
A few studies have indicated that at least some of these supplements are successful at providing most users with beneficial results. For example, scientists have looked at Piracetam, which some claim enhances focus, learning and memory as a possible treatment for patients with Alzheimer’s and dementia.
Neuroscientist and leading cognitive enhancement expert Professor Barbara Sahakian of the University of Cambridge has extensively studied these drugs and found that Modafinil does improve cognitive function, in areas such as memory retention and task-related motivation. Initial follow-ups with healthy volunteers have shown similarly encouraging outcomes.
The Costs
Not all smart drugs are created equal. Some don’t work, some only work for certain people, and yet others have adverse side effects. Modafinil for one can cause a range of side effects, from hallucinations, aggression, and chest pain, to headaches, dizziness, and trouble sleeping. Cognitive enhancers are also often taken for the long-term when little data on the safety of the use of these drugs in healthy people remains to be determined.
Another concern is the current supply route, which comes typically from unregulated international suppliers that may use dubious ingredients. Smart drugs also don’t come cheap. Aspery, for example, claims to have invested 15 years of his time and $300,000 in a quest to maximize his own potential. Their use also raises the ethical question of how far people are willing to go to outpace the competition.
The Bottom Line
Genius in a bottle? Perhaps. The reality is thought that when billions of dollars are at stake, for some looking to cash in, the potential benefits outweigh the risks. For now, we’ll stick to the basics: exercise, eating right, and sleep.