TIME

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This post is in partnership with Inc., which offers useful advice, resources and insights to entrepreneurs and business owners. The article below was originally published at Inc.com.

It’s all in your head. No, really—your capacity to remember the name of a new investment company, which products are going to present the fiercest competition for your startup, and how to find that bistro downtown where you are meeting a new employee is part of the untapped potential in your brain. Let’s dispense with the old “non-truism” that we have only tapped 10% of the capacity in our brains. Cognitive scientists doubt that’s true.

What is true, though, is this. You can teach yourself to remember details about your day and recall that information when you need it most. Like, say, when you are about to present the case for why someone should invest in your company or that…

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