Brain Rules: 12 Principles for Surviving and Thriving at Work, Home, and School

by John Medina

After all, many animals create a database of knowledge, and many of them make tools, which they use creatively. Still, it is not as if chimpanzees write symphonies badly and we write them well.

The more attention the brain pays to a given stimulus, the more elaborately the information will be encoded—that is, learned—and retained.