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Ensuring something happens in the future is potentially rather easier to achieve if you possess a time machine. In theory such a contraption facilitates your travel back in time to amend things that are wrong with the present before they happen, or enables you to leap forwards to tweak moments in the future for the better. However, as Marty and Doc humorously demonstrate, this isn’t always as simple as it might seem! For the rest of us non-time-machine-owning folk, our main hope for ensuring things happen in the future lies in the effectiveness of our ‘prospective memory’. As opposed to ‘retrospective memory’ (where we are trying to remember something from the past), the concept of prospective memory refers to our ability to remember something in the future. Will you remember to wish Lucy a happy birthday tomorrow morning? Will you remember to send Jack to the office at 12.20pm for their appointment? Will you put out the garden waste bin instead of the food waste bin next week? T

*********************************  Open your personal email inbox.  You don’t have the same emails as me. We’re individuals. Even if you’re on the same companies’ databases as me, in many cases, we’re not getting the same mail. The era of mass communication is fading fast and customer relationship management (CRM) professionals have become increasingly adept at fine tuning the communication they engage in with us.   Retailers have used your loyalty card data to analyse your typical basket. Fashion, leisure and car companies have tracked your browsing of their website to measure your engagement. Your fitness app is keeping tabs on what you’re up to, Facebook is noting what you’re Googling, even Teacher Tapp will chase you if you’ve gone AWOL for a while! [i] You’ve been tracked, segmented and targeted with all manner of very specific messages from numerous different sources.   And the purpose of this data analysis and precisely targeted messaging? To attempt to affect your beha