When we first hear [a] word, we start putting these associational hooks into it that make it easier to fish it back out at some later date.
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About Joshua Foer
Joshua Foer was a contemporary American freelance journalist; memory champion. Joshua Foer is a freelance journalist and author living in Brookline, Massachusetts, with a primary focus on science. He was the 2006 USA Memory Champion, which was described in his 2011 book, Moonwalking with Einstein: The Art and Science of Remembering Everything. Read more on Wikipedia →