LITMIR.BIZ

Скачать книгу

countries, information about random news facts, memories about events from your school days, and even those annoying advertising jingles you heard on TV when you were a kid. Information may remain stored in your long-term memory for anywhere from a few days to many decades.

      Working memory is what allows you to access that information and put it to good use. You can pull out information from your long-term memory, use that information in the moment, and then file it away again. Working memory is also the mechanism used to transfer new information into long-term memory, as when you are learning a new language.

      Working Memory as a Conductor

      You can think of working memory as your brain’s Conductor. A conductor of music brings all the different instruments of an orchestra under control. Without the conductor, the result is a cacophony: the piccolo might tweet when the piano was supposed to play or the violins might be drowned out by a thundering percussion section. When the conductor walks out on the stage, chaos is brought to order.

      In a similar way, your working memory gives you the advantage of control over the daily information onslaught: the emails, the ringing phones, the schedule that is constantly changing, the new math lesson that must be learned, your friend’s disheartening Facebook update, the Twitter updates, the presentation that must be rapidly assembled for a potential client. In this ocean of information, where everything seems to be equally important, your working memory Conductor has two main functions:

      1 It prioritizes and processes information, allowing you to ignore what is irrelevant and work with what is important.

      2 It holds on to information so you can work with it.

      Throughout this book, we occasionally refer to working memory as the Conductor, or the working memory Conductor, when discussing these functions.

      For an illustration of how the working memory Conductor can give you an advantage at work, imagine for a moment that you are Mark, a middle manager in Microsoft’s Tablet PC division, and the Tablet has been taking a beating from the iPad 700, which projects holograms. iPad 700 users love seeing their pictures and spreadsheets in three dimensions. You’re called to a meeting where an inventor takes out a tablet called the FeelPad that can give holograms mass. FeelPad users can project images that can be touched and felt, not just seen. You are truly amazed. And because you are lower down the pecking order, you can just sit back and be enthralled because no one ever asks you a question at these meetings. Until today.

      Bill Gates turns and looks directly at you. “Mark, will this give our tablet an edge?”

      It is at this moment that you realize Gates mistakenly thinks you are the product manager. Your amygdala, the emotional heart of your brain, surges with terror. You can correct him, but then you know your career won’t go anywhere. Or you can go with the flow and see where it leads. The Conductor takes over, and you decide to take a risk. Because you don’t know much about the FeelPad’s technology, you have to work with what you have just heard and cobble together an answer that combines the key features of the technology and how you think it will fit into the marketplace.

      “Well,” you say, “I think that the brand recognition of the iPad 700 is so formidable that it will mean considerable financial investment to make a dent in Apple’s sales, but if the FeelPad can really make projections come to life, we may have a real iPad killer on our hands.”

      “Great,” says Bill. “Apple wants to look at the technology too, and the inventor is giving us one day to make an offer. You have ten minutes to decide if we need to buy it.”

      Ten minutes? You go back to your cubicle to formulate a plan. That isn’t enough time to come up with a detailed proposal, but it is enough time to assemble the most important technological information, market analyses, programming issues, and budget projections. Shutting out the ringing phone, the blinking email notice, and the low-level chatter, you modify a product launch plan with which you are already familiar and show that with the right software and viral marketing programs, the FeelPad can crush the iPad 700. Bill likes your plan so much that he makes you the project manager, and within a year, the FeelPad single-handedly turns around Microsoft’s fortunes and you are promoted to vice president of new product development. Congratulations!

      This remarkable change of fortune is a consequence of your Conductor working at optimum levels. It allowed you to pull out relevant information that you already knew, like product launch plans, and allowed you to synthesize it with the potential requirements of the new device. It also kept you on task and blocked distracting information, such as the ringing phone, the office chatter, and the surging fear that you may blow this opportunity. It allowed you to keep in mind the hardware, software, and finance data. It also allowed you to hold on to the information long enough to structure your plan.

      What Working Memory Helps You Do in Your Daily Life

      Working memory gives you the advantage of managing information in your day-to-day life from the time you’re born until your golden years. Here is a quick preview of just a few of the many ways it helps you. We will explore many of these in much greater detail throughout the book.

       Prioritize Information

      A strong working memory helps you manage the stream of emails, texts, Facebook status updates, Tweets, and phone messages pouring into your life. Your Conductor allows you to process and prioritize all those data so you can quickly respond to the most important things first, make a mental note to deal with some things later, and efficiently shuffle the junk to the trash.

       Focus on the Important Stuff

      Life is filled with disruptions, and working memory helps us pay attention to what really matters. Torkel Klingberg of the Karolinska Institute in Sweden found that one of the important features of working memory is to selectively filter out distractions so we can focus on relevant information. For example, as we were putting the final touches on this book, we had a small electrical fire, our car died and had to be towed away, our refrigerator threw in the towel (resulting in mild food poisoning), and our babysitter had to take the entire week off due to a family emergency, leaving us with two rambunctious boys clamoring for our attention when we were supposed to be working. Working memory helped us deal with the emergencies, create a schedule to watch our sons, and then quickly shift our attention back to the book so we could finish and click the send button in time to meet our deadline.

       Think Fast on Your Feet

      You’ve got an interview for your dream sales job, and you are totally prepared for it—you’ve researched the firm, its clients, its competition, and its sales strategies. But the interviewer throws you for a loop with a wacky question out of the middle of nowhere: “You’re meeting a client in an industrial estate with a gated parking lot. Where do you park?” “Huh?” You hesitate, then your working memory digs into your recent memory vault to recall that the interviewer had pointed to her car—backed into the parking space next to the exit gate—during your interview, and you quickly figure that where she parks is where she would want you to park, so you say, “I’d park right next to the exit.” Ding, ding, ding! You get the job.

       Take Smarter Risks

      Your Conductor helps you zero in on the most essential information when weighing the pros and cons of any potentially risky venture and helps keep you from blindly going with the flow or following the crowd. For example, when that Facebook initial public offering you invested in takes an immediate nosedive, it’s your working memory that helps you decide whether to dump your stock or hold on to it.

       Learn More Easily in School

      Kids use their Conductor every time they set foot in the classroom. It helps them to inhibit distracting

Скачать книгу