On the flip-side, he had short term memory about recent events. In that state, he falls into the condition of constantly repeating words. He neither could remember his children, where he was and where basic installments like the kitchen or his bedroom were.

Behavioural psychology, Product Management

During the course of the treatment one day, Eugene disappeared only to show up fifteen minutes later. It just happened that Eugene had, that day, taken the habitual walk all by himself. 


He soon made it his daily routine to take the walk around his house by himself. This occurrence startled scientists. 


Eugene proved that the part of the brain where habits are performed and operate is entirely separate from the part of the brain responsible for memory. It was later confirmed that we can learn and make choices without having to remember anything. To put it visually 

Essentially, what we learn is that there are multiple types of Permanent and Temporary memories. There is a category of memory storage dealing with regulation of life that helps us unconsciously perform a routine task (habit) and consciously complete a not so routine task. 


This distinction is important. We are normally hardwired to optimize energy usage. Anything that is new to learn consciously is something we resist. We like repetition and integrate any new thing into our existing routine. 


Roy Baumeister in his book “Will Power : Rediscovering our Greatest Strength” has shown, in gory detail, how our willpower is fundamentally limited, and varies from moment to moment. Our ability to concentrate, perform well on mentally challenging tasks, and to resist temptation are all linked to how “tired” our brains are. 


When we’re tired, and our willpower is drained, we increasingly rely on our intuitive processing. Tell me the things you do first as you wake up in the morning ? If checking your phone is the answer. You are not alone. Did this habit exist a decade ago ? It slowly evolved into a habit. One that is routine and done without any conscious load. 


Imagine a situation where you are on a date which has worked out really well. Suddenly, from around the corner to your house you and your partner get attacked in a robbery attempt. In the moment of reflex you catch hold of the gun from a robber and shoot at him fatally. 


To survive physically or psychologically, we sometimes need to react automatically. This automatic mode of thinking, not under voluntary control.

Behavioural psychology, Product Management

Think about another instance where you work for Amazon Chief Jeff Bezos who asked you to present a path breaking idea. You will need to write a 8 page executive memo. uhh…  


You need to slow down and deliberately fiddle with pencil and paper starting thinking about how to impress him and the audience. You to have put a lot of diligence to write something that makes sense comprehensively. 

There are situations where there is no threat to physical self but to our intellectual abilities. In those situations we think very differently and deliberately. Looking at it from an overall perspective we see that Deliberative Thinking is conscious and non habitual. Leverages a lot of the temporary memory to process.Intuitive Thinking on the other hand is unconscious and habitual. leverages a side of the permanent memory reserved to process routine activities effortlessly. 


As an innovator you wish your prospect to restore information quickly with a given clue. Further you want to integrate the actions into the prospects daily life as a routine like a tooth paste or a morning coffee or a body perfume. You want them to do it intuitively select your option out of the many options available without much thought. 


Einstein said, “The only source of knowledge is experience.”  


Aristotle said, “For the things we have to learn before we can do them, we learn by doing them.”  


Benjamin Franklin said “Tell me and I forget, Teach me and I remember, Involve me and I will learn “

Behavioural psychology, Product Management

There is experiential learning and a form of learning that is “not so experiential”. We can call that socratic. 


Giving people an experience rather than just a lecture, course, or book will help them learn and develop themselves can be very effective. 


Experiential learning is designed to help each person gain insight in their own way through introspection and self-directed activities. 


Our brains are wired to remember emotions. Experiential learning enables people to feel, improving the brain’s ability to remember. Training without experience leads you to risk missing out on long-term behavior change. Wait..that’s not all.

Behavioural psychology, Product Management

According to Donna Qualters, Director of the Center for Learning and Teaching (CELT) at Tufts “unless experiences outside the classroom are brought into the classroom and integrated with the goals and objectives, students will continue to have amazing outside experiences but will not readily connect them. Without a careful curriculum involving structured, reflective skill building, students may never learn what we hope they will outside the four walls of the classroom.” 


There is a case for information, experiential and integrated learning. 

Using a tool or a product is also a form of learning. Even remembering the product and contextually feeling that fitment of the product to solve a particular problem and alleviate a specific pain is also a form of learning for the prospect and customer. If it is an innovative solution it is even more so. 


Christopher Chabris and Daniel Simons’s studies show the limitation or strength of our attention depending on the situation. If our minds are oriented and focused on a particular task, We might literally ignore a gorilla in front our visual field. 


We are very selective about what we attend to. Researchers estimate that roughly half of our daily lives are spent executing habits without consciously thinking about what we’re doing. 


Our conscious minds usually only become engaged when we’re in a novel situation, or when we intentionally direct our attention to a task. As per Krug author of Don’t make me think “We scan, we don’t read”. 


Don’t expect users to read lots of text on a web page or any product interface for that matter. if you don’t help the reader get the gist in a two-second glance at interface page, you risk losing the reader’s attention. Appealing to the sensation of the user and gaining his attention is an important. 


“The only thing that is constant is change.” ― Heraclitus 


Change is probably the single most important barrier between a prospect and his drive to progress in life. Understanding how the brain works will transform the way elements of business communication is shaped. It also helps give a common reference point for multiple departments to make people friendly choices as they contribute to the product development effort. 

Behavioural psychology, Product Management

To summarize our grasp, we are hardwired for ease and comfort. 


Sense to Storage we are choosing those things that will help us conserve energy. 


Anything that leads to effort and drain is naturally abhorred and frowned upon.

In spite of 

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