As the song goes, you're so vain...

As the song goes, you're so vain, you probably think your Linkedin posts register more than a beige wall in people's brains, don't you, don't you.

Dr Carmen Simon wires people up with EEG caps, eye trackers and galvanic skin sensors, then shows them professional content. Quite often, she sees no statistically significant difference between when they're viewing the content and when they're staring at a blank wall.

Perhaps you and your team spent three weeks creating the latest marketing content and, neurologically, you might as well have produced nothing.

This forms the background to Chapter 3 of our new non-fiction book, The Beige Code. Basically, a lot of content - a lot - doesn't stimulate the brain enough to fire... well, anything much.

In fact, Simon's data shows people forget 90 per cent of what they encounter within 48 hours.

If that were the real problem, you might think that was bad enough... but the 10 per cent that survives is even more problematic.

If that sounds of interest, you can pre-order The Beige Code now. It's available in hardback, paperback and ebook from 2 June. https://mybook.to/thebeigecode