"Impossible to Ignore: Creating Memorable Content to Influence Decisions," by Carmen Simon, explores the science of memory and its application to content creation. It explains how understanding memory processes, such as the formation, storage, and retrieval of information, can be used to create content that is memorable and persuasive. The book emphasizes the importance of understanding how people form expectations, anticipate outcomes, and react to surprise, as well as the role of emotions, repetition, and the appropriate amount of information in influencing memory. It also discusses the importance of making content distinct, repeatable, and relevant to the audience's needs and values. The document provides practical techniques and examples to help readers create content that resonates with their audience and leads to lasting impact.