The Science of Forgetting and Boosting Your Growth: How Memory and Attention Intersect

The Science of Forgetting and Boosting Your Growth: How Memory and Attention Intersect

Remembering and forgetting are natural processes that occur in our brains every day. It's a basic assumption that we all forget everything all the time, as cognitive psychology professor Norman Brown from the University of Alberta points out. Forgetting is the default setting of our memory. But why do we forget, and how does it relate to our ability to boost growth and capture attention? Let's delve into the science of forgetting and explore strategies to turbocharge your growth.

Our brains have three interrelated phases for memory: encoding, consolidation, and retrieval. When we encounter new information, our brains encode it by making changes in neurons in the hippocampus and other memory centers. These changes create a physical memory trace called an engram. However, much of this information is lost unless it is consolidated during sleep, making the memories more stable and long-term. Think of the hippocampus as a search index that helps retrieve stored memories when needed.

Interestingly, our memories are centered around our life stories and the events that have personally affected us the most. However, the more memories we accumulate, the harder it becomes to capture and retain all of them. New memories, simply by living more life, tend to interfere with older memories. Additionally, when events are uniform, they are harder to recall, as the memory tends to group them together as one event. This phenomenon may explain why our memories of specific years, such as the pandemic years, may be unclear and fragmented.

As a society, many people don't want to hold onto their memories of the pandemic. We tend to view the future more positively than the past, as the future is full of possibilities while the past is fixed. This future-oriented bias may affect how we look back on the pandemic and shape our approach to the future. To truly staple our autobiographical memories into history, our lives need to be turned upside down by historical events. Without cultural artifacts like books, movies, and museums, memories of the pandemic may fade away, consigned to the dustbin of history.

Now, let's shift our focus to strategies for boosting growth and capturing attention. In the world of marketing and product promotion, there are seven common types of Turbo Boosts that can give your product a burst of attention:

• 1. Create a viral video: A captivating video that tells your story, demonstrates your product, or simply delights people can spread like wildfire through social sharing.

• 2. Launch a mini-product or "drop": Introducing a non-core product offering that generates attention and directs it towards your brand and core product. This can be done by turning a problem into a fun challenge or by offering ownership of sought-after words or concepts.

• 3. Run an enticing limited-time offer: Running a promotion on your existing product, giving people a reason to pay attention and take action.

• 4. Coordinate an influencer-led promotion: Partnering with an influential individual or organization to promote your product can significantly boost your visibility and credibility.

• 5. Co-marketing: Collaborating with another company to promote each other's products can expand your reach and tap into new audiences.

• 6. Organize an exciting offline experience: Hosting in-person events or experiences that generate excitement and enthusiasm about your product can create a buzz and leave a lasting impression on attendees.

• 7. Pick a fight: Taking a stand against a big company or competitor can create controversy and attention around your brand, sparking conversations and generating interest.

While these Turbo Boost strategies can be powerful tools for stimulating growth, it's essential not to rely on them excessively. They are not scalable or repeatable strategies, and they don't guarantee long-term success or product-market fit. It's crucial to focus on the basics and build a solid foundation for sustainable growth.

In conclusion, the science of forgetting and boosting growth intersect in fascinating ways. Understanding how our brains encode, consolidate, and retrieve memories can help us navigate the challenges of remembering and capturing attention. By applying effective growth strategies, we can give our products the burst of attention they need to thrive. Remember, memories may fade, but with the right tactics, your brand can leave a lasting impression.

Actionable Advice:

• 1. Prioritize memory consolidation: Ensure that important information is stored during memory consolidation, which often occurs during sleep. This will help solidify memories and improve long-term retention.

• 2. Engage in deliberate rehearsal: Actively rehearse and remember new events or experiences to reinforce their memory trace. By repeatedly recalling and reconsolidating memories, they become more salient and easier to remember.

• 3. Focus on sustainable growth: While Turbo Boost strategies can yield short-term attention, it's essential to build a solid foundation for long-term growth. Invest in fundamental marketing and product development strategies that will stand the test of time.

Remember, memories may fade, but the impact of your brand can endure if you combine the science of memory with effective growth tactics.