Table of Contents
Acknowledgments vii
Author's Note ix
Chapter 1 Memory Is a Means to an End: Why Memory Matters in Decision-Making 1
Chapter 2 A Business Approach to Memory: Three Steps to Influence Memory and Decisions 17
Chapter 3 Control What Your Audience Remembers: Practical Ways to Avoid the Hazards of Random Memory 35
Chapter 4 Made You Look: How Cues Pave the Way to Action 51
Chapter 5 The Paradox of Surprise: The Price We Pay for Extra Attention, Time, and Engagement 71
Chapter 6 Sweet Anticipation: How to Build Excitement for What Happens Next 89
Chapter 7 What Makes a Message Repeatable? Techniques to Convince Others to Repeat Your Words 113
Chapter 8 Become Memorable With Distinction: How to Stay on People's Minds Long Enough to Spark Action 133
Chapter 9 "I Write This Sitting in the Kitchen Sink": The Science of Retrieving Memories Through Stories 149
Chapter 10 How Much Content is Too Much? How to Handle Content Sacrifice 193
Chapter 11 How Does the Brain Decide? The Neurobiology and Neuroeconomics of Choice 203
Chapter 12 The Right to Be Forgotten and the Intent to Be Remembered: How to Balance Accidental and Purposeful Forgetting 235
Checklist for Memorable Content 241
References 249
Index 263
