The ability of your audiences to remember will
influence their decisions, but their ability to forget may
be equally important to your cause. Think of it this way:
Forgetting is accidental or purposeful. Accidental forgetting
happens when people fail to encode new information we
provide them or when existing knowledge we’ve given
them decays over time because of a lack of reactivation.
Forgetting is purposeful when we want to convince people
to give up old routines in favor of new thinking. In this
case, it is preferable that audiences forget the old and
remember the new.