Early in Idiot Brain, author Dean Burnett addresses a common misconception about memory. People tend to assume human memory works along the same lines as a computer’s memory: information goes in, is stored, and is retrieved at a later date when you need it. Sure, there might be trouble retrieving at times: you only have perfect recall ability if you’re Sherlock or you take narcotics like Bradley Cooper in Limitless, but all the data is in there somewhere, right? Unfortunately for the pharmaceutical industry,  it’s […]