>>Jim Hornthal: Hi. I'm Jim Hornthal. I'm
here to talk about genomes. Because it's not
about biology anymore. I was at Zeitgeist
about five years ago. And Sergei was saying
that doing search is hard. The only thing
harder than search is discovery, because you
don't know what you're looking for. But the
question is who are you going to trust?
So, if you're looking to find a clean bathroom,
then the crowds might help you with sit or
squat. If you're looking to find a bar or
a club, you might rely on your friends because
they know what you like.
But, if it's life threatening or it's going
to take a lot of your money or time, we think
there's an important role for experts. We
all know about the human genome project that
started this whole process. Massive amount
of data that needed to be organized, required
a good ontology and a taxonomy from which
very complex algorithms could then extract
meaningful insight. An example is of this
is a company called Genomic Health. Genomic
Health realized that with node negative estrogen
positive breast cancer, they could take advantage
of the 25,000 genes, the snips that we learned
from them, the algorithms they could create
and be useful.
If you look at the reality of taking a biopsy,
those slides stay around forever. Genomic
Health took 10 years worth of slides. They
knew the outcomes of women. And guess what?
Reoccurrence based on chemo is not based on
the age of the patient, the size of the tumor
or the growth. It was based on 21 genes that
expressed the probability of reoccurrence
within an R square of .99.
Now they can use that science. Look what Tim
Westergren and the team have done at Pandora.
750,000 songs have been deconstructed by musicologists
into 400 elements. Many of us don't have the
vocabulary to describe tempo key to tempo.
But with algorithms, you can find songs you
like. I like Raul Midon. I go to the site.
It says, "Congratulations, you like Raul Midon.
You might also like these other musicians
who have a similar approach to music." Following
one trend leads to another leads to some insight.
The Yenta genome. How hard is it to find someone
like you? There are companies that look at
life and love style, values and ideas, romantic
match. Not an easy process. One particular
company called Perfect Match has a group of
sociologists and scientists that have broken
it into 50 unique aspects. They look at your
values, your education, your desire for cleanliness,
your eco-awareness. And they start recommending
people.
So I created a profile for Zeitgeist. And
Zeitgeist now has recommendations for people
who would be a perfect match for Zeitgeist.
Leisure travel. Vacation Genome project looks
at activities and interests. Your time of
year you're going, the budget you want to
spend. And then can recommend destinations.
72 experts have written 650 guide books, have
indexed 2,000 destinations around the world.
When you go to the site and you pick the ones
that are relevant to you, 1 of 560 quadrillion
unique combinations, a number bigger than
the federal deficit, you put them in your
order of preference, where you're going from,
where you want to go, what you want to spend,
and voila, a map of the world appears that
is your vacation genome.
Every page on that map doesn't stop with the
place. There's 500,000 links and feeds that
have been curated to make it relevant to you
and your interests.
You go to one of those pages. It's also got
the deals that are best suited for the time
of year you're going, the reason you're going,
who's going, adults and kids. It's a chance
for destination discovery. Again, experts
leading, time, health, finance.
So where do these lessons take us? The idea
of thinking about genomes beyond biology is
helping move from knowledge to wisdom. Right?
which doctor is best to treat me? Who's treated
patients similar to me with good outcomes?
Clinical trials. There's a great site called
breastcancertrials.org. 98% of women eligible
for trials do not go to them because they
don't know about them.
Will.i.am spoke earlier. This is genius. He's
reverse engineered the genome. He knows the
beat. He knows the key. He knows the instrumentation
that's popular. The result of the hit song
"I Got a Feeling" was will's intuitively reverse
engineering the genome to create something
in the way. Where else can you be predictive?
Okay. I know the destination match. I understand
that. I can figure out what a deal would be
for me. Which travel agent is best suited
to me? What travel agent likes what I like?
Not someone from Milwaukee who likes beer,
bowling, and bratwurst. But someone that has
a similar group of kids whose been to where
I have been. There are genomes everywhere.
There's a film genome project. There's art
genome. Believe it or not, there's a beer
genome. I don't know how that works. There's
a finance genome as well. Because managing
your assets, really tough to do. Experts can
help. They can look for modalities and nodalities.
What do you need for future genomes? You need
experts. There are 400 in this room. You need
massive data. Google helps us find it. But
you've got to organize it. What's the ontology?
What's the taxonomy? Where is that pattern
recognition going to come from if not from
people like you in the room like you? Thinking
about algorithms will help you take data,
transform it into information.
That's the first step to knowledge. But, ultimately,
we're looking for wisdom. What does that education
genome look like that they were talking about
earlier? Where can we find those patterns
to make it more likely that people avoid the
gangs and get into it? How can you turn finding
a needle in a haystack into finding a haystack
of needles.
Thank you.
[ Applause ]
