Why do people park ten blocks away from a hot nightclub?

Question: why do people park ten blocks away from a hot nightclub, step over puddles of you-know-what in its bathrooms, pay three times more for a drink than the place just down the street, and walk through a dark parking lot in the middle of the night to get back to their car?

The short answer: because the staff at the nightclub have a clear sense of purpose; they do everything to help their guests tell their stories well when it matters most. Think: remembering their names, seating preferences, presenting their drinks with a personal emphasis, etc.

The long answer: they understand the principal underlying formation of all emotions—our brains don’t remember and/or value all types of information equally well. It’s easy to forget that.