Use a rope for this hybrid movement, which is part upright row, part face-pull. Do 5 sets of 20 reps and rest 3 minutes between sets.
Instead of standing upright, lean back a bit and use the weight stack as a counter balance. With the rope at the lowest point on the pulley, you'll then pull up to your face and chin area as you pull your hands apart. The entire shoulder complex is going to get hit here.
The central nervous system - it's been called it the "last frontier of weight training." Regardless of whether it's the last frontier or not, it's mucho important. Knowing how to manipulate it can accelerate your progress almost beyond belief, regardless of whether you're a competitive athlete or a bodybuilder.
Finally, some ammo to use against those putzes who insist on benching with their feet in the air. Craig also makes the case that chin-ups are a better lat exercise than pull-ups. Let the arguments begin!