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Ach, Beware: The working memory is where new information is combined with existing emotions and knowledge, and is assessed for rejection, modification or long-term storage.
Survival and emotional data have the highest priority for making it to long-term memory. If your information is not related to these matters, it is automatically accorded a much lower priority by the recipient.
The main factor that will lift your management information up from the low priority is the strength of emotional content or connection it makes with the person.
Considerably less significant, but still enough to move out of short term and into working memory is information the brain thinks is new, makes sense and is relevant to the person’s life.

The trick to persuading
Brain research has revealed what makes good management communications:
• Information is delivered in ways that maximise the amount which gets into the brain in the first place (visual).
• Information will make sense against the existing knowledge of the audience and will be of use to the audience.
• It is likely that the information forms a great mental bridge between what is already known by the audience and what they do not know.
• To be that mental bridge, the manager provides a real-life context for the information, will use metaphors to make the information more relevant, and will get the audience to immediately act on the new information.

The art of management remains
The research has uncovered patterns of brain operation that free us of wishful notions of people being driven by logic, higher ideals, or economic incentives. We now know that information about physical and emotional safety of primary importance, followed by information that is relevant to individual’s lives and makes sense within their experience.
The art of management will be to use this new knowledge to bring about behaviour change that is not a match with what people’s brains may be prepared to accept easily ...