Together the Lairds have written numerous psychological how-to books -- on handling children, the techniques of delegating, salesmanship, etc., etc. Convinced that most people use their memory powers haphazardly, they discuss the attitudes and incidents which cut down retention, the physical conditions which affect reactivity and the necessity of building motives which make remembering purposive. They offer four general rules:-intend to remember accurately at the time; react actively to the experience to be remembered; refresh your memory of it at strategic times; keep your thoughts on the meaning of what you remember. And they discuss various memory systems. Based on commonsense notions given psychological validity (they caution the reader to ""write it down!"") there is much here that is obvious and much that is indisputably worthwhile. The market is certainly there.