The Extra Words

Some things look straightforward until you examine the structure underneath. These articles are the result of that examination; explorations at the intersection of technology, marketing, human behaviour, business strategy, and the patterns that connect them. 

Analytical in approach. Lateral in perspective. Written for people who don't mind diving a little deeper.

Neuroscience has shown that our memories do not stand alone like neatly stacked files. Instead, they cluster into constellations. Similar experiences fuse into unified sentiments. That is why a single song can bring back not just one afternoon, but a whole season of life. This is especially powerful in what researchers, such as cognitive psychologist David Rubin, call the ‘Reminiscence Bump’; the period in our teens and early twenties (roughly 10 to 25) when experiences are most vividly etched into memory. During this time, our brains are particularly adept at forming lasting memories, which is why the music we listen to during these years often has a profound impact on us later in life.