Memory Fails Us All: A Personal Story About Attribution, How Our Brain Works, and 6 Science-Backed Ways to Remember Better

I mentioned information from Jenn Steele 's LinkedIn post without giving her credit while on a live webinar with her. (Scroll to the bottom for the actual brilliant post)

Yup, I stole borrowed my friend’s post idea. We were talking about mistakes startups make with marketing. Jenn did a post a week ago that really resonated with me. It was about the expectations of C-Suites for a new marketing leader to show a difference in closed-won deals in the first three months of a new job when the company does enterprise sales.?

Enterprise sales take an average of 6 to 9 months to close. More in the current economy. Expecting a change to show that soon, when there’s likely a ton of marketing debt and other things to deal with, is unrealistic.?

I loved her post, which was why I mentioned what was in it. But in the moment while talking, I didn’t think of the source of the information.

Why?

It turns out there are different types of memory at play here. When I read Jenn's post, it went through multiple memory systems:

First, it hit my sensory memory - that initial moment of reading and processing her words. Then it moved to my short-term memory as I thought about it. Because it resonated so strongly with my experience, my working memory connected it with my own knowledge about enterprise sales cycles. Finally, the core message made it into my long-term memory - but somewhere in that transfer, the attribution details got fuzzy.

Think of it like saving a document without properly naming the file. The content is there, but the metadata about where it came from? Not so much.

How Our Memory Works

It turns out, this memory lapse isn't just embarrassing – it's completely normal. Our brains process about 11 million bits of information per second, but our conscious mind can only handle about 50 bits per second. That's like trying to drink from a fire hose with a coffee straw.

Here's what's actually happening in our brains:

1. Encoding: When we first encounter information (like reading Jenn's post), our brain creates a neural pattern.
2. Storage: This information gets filed away in our long-term memory, but not like a perfect computer file. Instead, it's more like a game of telephone – the essence remains, but details (like the source) can fade.
3. Retrieval: When we need the information, our brain reconstructs the memory. This is where things get tricky – we often remember the content but forget the context (source amnesia).

Beyond Quick Fixes: What Actually Works for Memory

Look, we're all busy professionals trying to juggle an impossible amount of information. While I can't promise you'll never have another memory slip-up (I certainly will), here's what research shows actually moves the needle:

1. Mindful Moments Matter. Take 5-minute mindfulness breaks between meetings. Sounds fluffy, but here's the thing - it's like defragging your mental hard drive. When your mind is less cluttered, you retain more of what matters.
2. The Sleep-Memory Connection. Remember pulling all-nighters in college? Turns out we were doing it all wrong. Our biggest memory upgrades happen when we protect our sleep schedule like we protect our calendar. Our brain needs that downtime to file away the day's information properly.
3. The Moving Mind. Walk while preparing for presentations. There's solid science behind this - physical movement primes our brain for better memory formation. No need for marathon training - a quick walk around the block counts.
4. Test Yourself (Really). Before every speaking event, I do a quick mental run-through of my key points and their sources. This active recall is like doing reps at the memory gym. Each time we pull information from our brain, those neural pathways get stronger.
5. The Connection Game. When I read something important (like Jenn's post), I play a quick game of "how does this connect?" Sometimes it's to other posts I've read, sometimes to my own experience. Building these mental bridges makes it easier to find information later when we need it.
6. Space It Out. Instead of cramming before presentations, I review my material in increasing intervals - like spacing out follow-ups with a promising lead. This spaced repetition thing? It actually works.

The key? None of these are quick fixes. They're more like compound interest for our brain - small daily investments that pay off big over time.

Remember: Your brain is optimized for survival, not perfect citation. But in our connected world, proper attribution isn't just courteous – it's crucial for building trust and credibility.

And as promised - here’s Jenn’s original post that resonated with me so well:

Brilliant, right??

P.S. Thanks again, Jenn, for the original insight about enterprise sales cycles and marketing leadership expectations. This time, I'm making sure everyone knows it came from you!