In 1986 Kevin Kinsella, a venture capitalist, spotted a neuroscience paper about the olfactory cortex of a rat's brain.

FORBES: Touchy Touchy

After cracking the code, Buck set out to trace the way connections extend from the olfactory bulb into the olfactory cortex, the part of the brain that processes odor signals.

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Using an ingenious genetic tracing technique, in 2001 two members of Buck's research team, Zhihua Zou and Lisa Horowitz , did something that had seemed impossible: They discovered a map in the olfactory cortex.

FORBES: Magazine Article