Memory is a means to an end: why memory matters in decision-making -- A business approach to memory: three steps to influence memory and decisions -- Control what your audience remembers: practical ways to avoid the hazards of random memory -- Made you look: how cues pave the way to action -- The paradox of surprise: the price we pay for extra attention, time, and engagement -- Sweet anticipation: how to build excitement for what happens next -- What makes a message repeatable?: techniques to convince others to repeat your words -- Become memorable with distinction: how to stay on people's minds long enough to spark action -- "I write this sitting in the kitchen sink": the science of retrieving memories through stories -- How much content is too much?: how to handle content sacrifice -- How does the brain decide?: the neurobiology and neuroeconomics of choice -- The right to be forgotten and the intent to be remembered : how to balance accidental and purposeful forgetting -- Checklist for memorable content.