The process of innovation is driven by and done for people; an understanding of the human brain can therefore teach us how we are influencing and influenced by the private sector. Since technological innovation has unprecedented momentum (from social media to AI to biomedical technologies), new findings are far-reaching enough to impact our brains every day, sometimes subconsciously. The business of neurotechnology holds a direct grip on the human brain, offering an access point to immense potential power. Furthermore, insights from neuroscience and psychology have the potential to enhance business and productivity practices. With the stakes of consumer privacy and agency in mind, how far should neuroscience-powered business go?