Thought piece: Be a cheat to win

 

Thought piece:

Be a cheat to win

By Duncan Campbell, Senior Client Manager, Capture

The human brain is an ignoring machine. It's fundamentally lazy and will do anything it can to make life easy for itself and not use too much energy. That's not because it doesn't want to think about things, it just has so many things to think about that it would take hours to perform a small task if it went through the taxing, rational process of imagining every scenario possible. So it simply tries to ignore as much as it can.

Imagine walking into a supermarket without knowing what food you're going to have for that evening. Now, think how long it would take to consider every product in the shop to decide what you'll have, before you eventually choose spaghetti bolognaise. Your brain needs to ignore almost all of the other products in order for you to make a relatively simple choice about your evening's nourishment. It therefore resorts to automatic processes for filtering out this information, based on everything you've experienced in supermarkets previously: knowing what is food for dinner and therefore what is suitable, which aisles to avoid, which products you think are good quality etc.

 

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