Bri Muhammad

“Core memories” are obviously fictionalized for movies, but neuroscience suggests the idea is rooted in reality.

The brain forms stronger long-term memories when emotion, sensory input, and meaning happen simultaneously.

So if someone is:
• emotionally present
• physically engaged
• socially connected
• and sensorily stimulated

the brain is much more likely to deeply encode the moment.

This is supported by the work of neuroscientist Dr. James McGaugh, whose research on emotional memory demonstrated that emotionally significant experiences are more likely to be stored and remembered over time than neutral experiences.

That’s why some experiences stay with people for years.

Not necessarily because they were extraordinary, but because they were meaningful.

The people.
The environment.
The feeling.
The scent.
The conversation.
The experience.

The brain remembers more than what happened.

It remembers what mattered.

The clothes we wear influence the way we feel.

Why does linen feel different than polyester?

Why does raw wood feel different than laminate?

Why do some environments instantly feel calming before we consciously understand why?

Part of the answer may lie in how the brain processes sensory information.

Research in environmental psychology and biophilic design suggests that humans often respond positively to natural materials, natural patterns, and environments that reflect characteristics found in nature. One of the most influential researchers in this field, Dr. Stephen Kellert, spent decades studying how natural elements influence human well-being, stress levels, and environmental preference.

When we interact with materials like linen, cotton, wood, stone, or clay, we’re not just experiencing a visual aesthetic.

We’re engaging with texture.

And texture is information.

The nervous system is constantly collecting data through touch, temperature, weight, texture, scent, sound, and visual cues to help determine whether an environment feels comfortable, stimulating, or restorative.

Maybe that’s one reason linen feels so timeless.

Not because it’s trendy.

But because it gives the brain something authentic to experience.

The more I study sensory engagement, the more I realize that human experience is often shaped by things we barely notice:
• the texture of fabric
• the scent of a room
• the weight of a ceramic mug
• the feel of natural materials against our skin

The brain is always paying attention.

Even when we aren’t.

My son wanted Wendy’s today.

But we don’t really eat fast food, so I made the kind of nuggets we normally eat at home… and put them in a Wendy’s bag.

And he was SO happy 😭

So much of human experience is emotional and social not always literal.

As adults, we think children only care about the thing itself.
But a lot of the time, they’re actually seeking:
the feeling,
the familiarity,
the shared cultural experience,
the excitement,
the belonging.

Neurologically, children are constantly building emotional associations and social identity through shared experiences with peers.

Which means sometimes the experience around the thing matters just as much as the thing itself.

That applies to adults too.

People remember how experiences made them feel more than the technical details of what happened.

Olfactory memory neuroscience shows that scent is closely connected to the limbic system the part of the brain involved in emotional processing and memory formation.

In a 2004 neuroimaging study, Rachel Herz and colleagues found that personally meaningful odors activated emotional memory regions, including the amygdala and hippocampal areas.

That’s why fragrance can instantly bring back a person, a place, a moment, or a feeling.

And when scent is combined with hands-on creation, sensory engagement, and emotional connection, the experience becomes even more memorable.

Searchable for this reference if your interested in learning more.
Herz et al. 2004 : Neuroimaging evidence for the emotional potency of odor-evoked memory

Why are some corporate events instantly forgettable… while others create real connection, team bonding, and lasting engagement?

Research in active learning, emotional encoding neuroscience, and multisensory learning shows that people retain experiences differently when they physically participate instead of passively consuming information.

A 2014 PNAS study by Freeman et al. reviewing 225 studies found that active participation improved engagement and performance compared to traditional lecture-style environments.

That makes sense neurologically.

Because hands-on experiences activate:
• emotional processing
• sensory engagement
• memory formation
• movement
• and social interaction simultaneously

This is one reason experiential wellness workshops, sensory experiences, and interactive team-building activities often create stronger workplace engagement than traditional presentations or passive corporate events.

People don’t just remember information.
They remember what they felt, created, and experienced together.

Search terms:
• Freeman et al. 2014 active learning PNAS
• emotional encoding neuroscience
• hippocampus emotional memory
• multisensory learning studies
• workplace experiential learning research
• psychological safety collaborative activities

Climbing Roses are Beautiful!

I think what had me so flabbergasted is that my brain thought the story was resolving. I was on a high. Everything felt like it was landing somewhere beautiful, and then suddenly it was a death drop. There’s research around surprise in storytelling, where your mind marks unexpected turns as a major shift and that is exactly what that ending felt like. Can’t wait to discuss this with my book club! & I am ordering her new book “The Missed Connection” Williams love it!