le verses, etc., etc."

The error in the book first quoted from lies in the fact that its author
looks upon a failing memory as indicating a loss of retentiveness. The
_real_ cause is the loss of an intensity of interest. _It is the failure
to form sufficiently large groups and complexes of related ideas,
emotions and muscular movements associated with the particular fact to
be remembered. There is no reason to believe that the retention of
sensory experiences is not at all times perfectly mechanical and
mechanically perfect._

Interest is a mental yearning. It is the offspring of desire and the
mother of memory.

It goes out spontaneously to anything that can add to the sum of one's
knowledge about the thing desired.

[Sidenote: _The Manufactured Interest_]

A manufactured interest is counterfeit. When a thing is done because it
has to be done, desire dies and "duty" is born. In proportion as a
subject is associated with "duty," it is divorced from interest.

[Sidenote: _Memory Lure of a Desire_]

If you want to impress anything on another man's mind so that he will
remember it, harness it up with the lure of a desire.

Diffused interest is the cause of all unprofitable forgetfulness. Do not
allow your attention to grope vaguely among a number of things. Whatever
you do, make a business of doing it with your whole soul. Turn the
spotlight of your mind upon it, and you will not forget it.

[Illustration: TESTING ABILITY TO OBSERVE, REMEMBER AND REPORT THINGS
SEEN PRIVATE LABORATORY, SOCIETY OF APPLIED PSYCHOLOGY]

A SCIENTIFIC MEMORY SYSTEM FOR BUSINESS SUCCESS

[Illustration: Decorative Header]

CHAPTER VII

A SCIENTIFIC MEMORY SYSTEM FOR BUSINESS SUCCESS

[Sidenote: _Importance of Associates_]

We recall things by their associates. _When you set your mind to
remember any particular fact, your conscious effort should be not
vaguely to will that it shall be impressed and retained, but
analytically and deliberately to connect it with one or more other facts
already in your mind._

[Sidenote: _"Cramming" and "Willing"_]

The student who "crams" for an examination makes no permanent addition
to his knowledge. There can be no recall without association, and
"cramming" allows no time to form associations.

If you find it difficult to remember a fact or a name, do not waste your
energies in "willing" it to return. Try to recall some other fact or
name associated with the first in time or place