As of 2016, companies offering products and services for cognitive training have marketed them as improving educational outcomes for children, and for adults as improving memory, processing speed, and problem-solving, and even as preventing dementia or Alzheimers.[6] They often support their marketing with discussion about the educational or professional background of their founders, some discuss neuroscience that supports their approach—especially concepts of neuroplasticity and transfer of learning, and some cite evidence from clinical trials.[2] The key claim made by these companies is that the specific training that they offer generalizes to other fields—academic or professional performance generally or everyday life.[1]