Concepts (page 42)

  • The Sixty Twenty Rule

    The sixty twenty rule is the Ehrenberg-Bass Institute's correction to the 80/20 rule: the heaviest fifth of a brand's buyers supply far less than 80 per cent of its sales. The tables in Byron…

  • The Social Brain Hypothesis

    The proposal that primate brain size is driven by the demands of keeping track of relationships rather than by foraging or tools.

  • The Strange Situation

    Twenty minutes, one playroom, one stranger, and two separations. It is the instrument that made attachment measurable, it is the source of every attachment style word you have heard, and it agrees…

  • The Studio Model

    The studio model is the position that in art therapy the space, not the technique, does the primary work: an open studio with materials to hand, other people making things, and a facilitator who…

  • The Suppression Deficit

    What older brains lose is not the ability to focus but the ability to shut things out. Adam Gazzaley's laboratory found that older adults raise brain activity for information they have been told to…

  • The Ten-Minute Rule

    The ten-minute rule is Nir Eyal's instruction for handling an urge: when the impulse to do something distracting arrives, wait ten minutes before acting on it. The rule permits rather than forbids…

  • The Triune Brain

    The triune brain is Paul D. MacLean's model of the brain as three layers stacked by evolutionary age: a reptilian complex governing instinct and survival, a limbic system governing emotion, and a…

  • The Twenty-One Day Myth

    The twenty-one day myth is the popular claim that a new habit takes 21 days to form. The number traces to Maxwell Maltz's 1960 book Psycho-Cybernetics, where it described how long surgical patients…

  • The Two-Factor Theory of Delusions

    The two-factor theory is the leading cognitive account of monothematic delusions, and it requires two things to go wrong rather than one. Factor one is an anomalous experience that prompts the…

  • The Uncited Conclusion

    The uncited conclusion is the pattern in which a book's endnotes stop before its closing chapter, so that the pages a reader will actually act on carry nothing behind them. The apparatus is…

  • The Uncited Mechanism

    The uncited mechanism is sourcing that clusters on the decoration and vanishes on the explanation. A claim with a named institution and a quotable statistic gets an entry in the apparatus. A claim…

  • The Uncredited Ancestor

    The uncredited ancestor is a framework presented without its lineage, so that an idea with decades of research behind it arrives looking new and unsupported. The vault's position is that this is a…