Table of Contents

CHAPTER 1: MEMORY IS A MEANS TO AN END

Why memory matters in decision-making

CHAPTER 2: A BUSINESS APPROACH TO MEMORY

Three steps to influence memory and decisions

CHAPTER 3: CONTROL WHAT YOUR AUDIENCE REMEMBERS

Practical ways to avoid the hazards of random memory

CHAPTER 4: MADE YOU LOOK

How cues pave the way to action

CHAPTER 5: THE PARADOX OF SURPRISE

The price we pay for extra attention, time, and engagement

CHAPTER 6: SWEET ANTICIPATION

How to build excitement for what happens next

CHAPTER 7: WHAT MAKES A MESSAGE REPEATABLE?

Techniques to convince others to share your words

CHAPTER 8: BECOME MEMORABLE WITH DISTINCTION

How to stay on people’s minds long enough to spark action

CHAPTER 9: MEMORABLE STORYTELLING

The science of retrieving memories

CHAPTER 10: HOW MUCH CONTENT IS TOO MUCH?

How to handle content sacrifice

CHAPTER 11: HOW DOES THE BRAIN DECIDE?

The neurobiology and neuroeconomics of choice8

CHAPTER 12: THE RIGHT TO BE FORGOTTEN AND THE INTENT TO BE REMEMBERED

How to balance accidental and purposeful forgetting

About the Author

Carmen Simon, PhD, is changing how the world communicates. A cognitive scientist, she has helped America’s most visible brands craft memorable messages by focusing on how the brain works. Carmen is the cofounder of Rexi Media, a presentation design and training company. She holds doctorates in both instructional technology and cognitive psychology, and is a recognized expert in presentation design, delivery, and audience engagement. Her sought-after keynote speeches unveil science-based techniques for getting others to see your way, remember your way, and go your way.