The Science of Forgetting: Why We're Already Losing Our Pandemic Memories and the Importance of Prioritization in Startups

The Science of Forgetting: Why We're Already Losing Our Pandemic Memories and the Importance of Prioritization in Startups

As human beings, forgetting is the default mode of our brains. According to Norman Brown, a cognitive psychology professor at the University of Alberta, "everybody forgets everything all the time." Our brains have a complex process for memory, consisting of encoding, consolidation, and retrieval. When we encounter new information, our brains encode it by making changes in neurons in memory centers like the hippocampus. However, much of this information is lost unless it is consolidated during sleep, making the memories more stable and long-term.

One theory suggests that the hippocampus stores an index of where these memory neurons are located, similar to how Google search works. During memory retrieval, the memory trace neurons in the hippocampus and cortex are reactivated. Our memories are deeply connected to our life stories and the events that personally affected us the most. However, even for salient emotional or life-threatening events, the more memories we accumulate, the harder it becomes to capture all of them. New memories interfere with older ones, making it challenging to recall specific details.

Furthermore, the saliency of events also plays a role in memory formation. New events are more likely to be remembered because they are more salient and easier to rehearse. On the other hand, uniform events are harder to recall because the memory tends to consolidate them as one event. This phenomenon may explain why our memories of specific years, such as the pandemic, might be unclear and fragmented.

Interestingly, 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 because the future can be imagined in many ways, while the past is fixed. Remembering the past is an active process influenced by our current emotions, knowledge, and attitudes. This reality has direct implications for how we look back on the pandemic and shape our future.

In order for our autobiographical memories to be preserved in history, they need to be transformed by society. Just as parents pass down knowledge and family history to their offspring, cultural artifacts like books, movies, statues, and museums play a vital role in preserving memories. Without these artifacts, memories may fade away, consigned to the entropic dustbin of history.

Now, let's shift our focus to the world of startups. Prioritization is crucial for success in the startup ecosystem. Ryan Hoover, the founder of Product Hunt, emphasizes the importance of prioritization in his personal website. He states that the things you choose to do and don't do ultimately determine success or failure. However, not everything on the startup to-do list is enjoyable or exciting. Sometimes, founders have to do "shitty" work that is necessary for the company's growth.

Hoover highlights the trap of prioritizing things we like to do over the things we should do. Our craft, the areas we excel in, often becomes our comfort zone. But the reality is that our craft isn't always what the company needs at all times. Hoover shares his experience of wasting time on creating beautiful wireframes, only to realize that they needed adjustments after consulting with the engineering team. This example illustrates the danger of fake progress, where we focus on tasks that make us feel productive but don't contribute significantly to the company's success.

To avoid falling into the trap of fake progress, Hoover suggests asking ourselves "why" when reviewing our to-do list each morning. By questioning the purpose and value of each task, we can ensure that we prioritize the most important and impactful work. Speed is a startup's most valuable asset, and prioritization is key to utilizing that speed effectively.

Building a successful product and startup requires knowing what to do and what not to do. Sometimes, it means doing the less glamorous or enjoyable work that is necessary for growth. By holding ourselves accountable and constantly questioning the why behind our tasks, we can avoid wasting time on activities that don't contribute to the overall success of our ventures.

In conclusion, the science of forgetting reminds us that memories are fragile and easily lost unless consciously stored and consolidated. Similarly, in the startup world, prioritization is crucial for success. By understanding the natural tendency to prioritize tasks we enjoy over those that truly matter, we can avoid the trap of fake progress. Three actionable advice emerge from these insights:

1. Take the time to consciously store important memories: Whether it's journaling, creating photo albums, or engaging in meaningful conversations, make an effort to preserve your personal memories. Don't let them fade away in the face of new experiences.

2. Constantly question the why behind your tasks: When reviewing your to-do list, ask yourself why each task is essential and impactful. Prioritize based on value, rather than personal preference or comfort.

3. Embrace the necessary but unglamorous work: Recognize that success in startups requires doing tasks that may not be enjoyable but are crucial for growth. Embrace these tasks with a growth mindset and focus on the long-term impact they will have on your venture.

By incorporating these principles of memory and prioritization into our lives and work, we can strengthen our ability to remember and make progress towards our goals.