Description: Understanding the true drivers of human behavior is essential if we are to capitalize on opportunities offered in a new era of personalized persuasion.

Description: This article is a review of the book by Joshua Foer. It covers the history of memory techniques, the way a human brain organizes memory, and various problems and successes in memory recall. The author starts by interviewing memory savants, and learns from them that the ability to perform seemingly impossible memory tricks is simply a matter of studying and practicing proven techniques used for millennia. This review suggests that actuaries can benefit greatly from some of these techniques despite the availability of electronic hand-held devices to recall facts because the person who does not need to rely upon such devices can have a huge perceptual advantage in executive presentations.