It happens to the best of us — we blank on someone's name, or forget an important meeting, or bomb a test we thought we'd ace. Today on the show, we talk to cognitive scientist Daniel Willingham about the mysteries of memory: How it works, why it fails us, and how to build memories that stick. It used to be that we tried our best to conceal disadvantages. But new research sheds a light on the strange phenomenon of people who pretend to be worse off than they really are. Check out our recent episode "Crying Wolf". And if you like our work, please consider supporting it! See how you can help at support.hiddenbrain.org.