CHAPTER 2
A BUSINESS APPROACH TO MEMORY
Three Steps to Influence Memory and Decisions
In June 2014, ultra-runner Kilian Jornet Burgada raced up and down 20,320-foot Mt. McKinley in 11 hours and 48 minutes. It takes the average mountaineer two weeks to ascend and descend the same mountain. When interviewed by Outside magazine about his remarkable record, Kilian talked about his trip in a reserved, humble tone. On the way up, he says, he skinned the steep slopes on skis and then put on crampons for the more technical parts. He spent 10 minutes at the summit before he put his skis back on and raced down. Although Kilian makes it sound easy, he does talk about extreme weather and snow conditions and how at times he had to ski more by feel than by ...
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