In 2003, amid the coastal greenery of the Winnetu Oceanside Resort, on Martha's Vineyard, a group of about 20 scholars gathered to kick-start a new discipline. They fell, broadly, into two groups: neuroscientists and economists. What they came to talk about was a collaboration between the two fields, which a few researchers had started to call "neuroeconomics." Insights about brain anatomy, combined with economic models of neurons in action, could produce new insights into how people make decisions about money and life.