IMPOSIBLE TO IGNORE

Author: Carmen Simon, PhD

There are 15 variables that can influence people's memory, which matters in decision-making. In a world
of uncountable devices to remember for us, we must de different in a way that people will remember if
we want to make a difference and be part of people's future decisions.

= If the brain is a prediction engine, memory is its fuel.

We ask what the future will bring and this is natural, for it's mandatory in understandig how to influence
others memory.

When we choose an action, we rely on memory to predict rewards and to guide our behavior in three
ways:

1. A reflexive way

2. A habitual way

3. A goal-oriented way

Mistake: overestimate the importance of goals and underestimate the impact of existing reflexes and
habits.

When there is too much novelty but no integration with existing reflexes and habits, as well as no
reinforcement and no immediate rewards, forgetting is inevitable.

When we have great ideas, and others remember and act on them, we progress.

We don't have to work so hard on making every single component in communication materials intense.
A small dose of these variables can still lead to action.

= Decide the salient point and repeat it!