Appendixfor teachers 245 
2 Personal enthusiasm, fervor, commitment. Due to the power of the brain's limbic 
system to shape our thought and behavior, emotions are physiologically very 
contagious. This "contagion" is very difficult to resist: when everyone is crying 
or laughing, it requires enormous emotional energy to keep from doing the 
same (see Robinson 1991: 5ff.). The rapid transfer of emotional states from 
one body to another explains how attitudes, prejudices, taboos, fears, and the 
like are passed on from generation to generation: children pick them up from 
their parents, often without the mediation of words. It explains how the mood 
of a whole group of people can shift almost instantaneously. It also explains 
why an enthusiastic speaker makes her or his audience feel enthusiastic as well, 
and why someone who speaks with no emotion at all quickly numbs an 
audience into boredom. 
3 Examples, illustrations, anecdotes. The neurological rule is: the more complex 
the neural pathways, the more effectively the brain functions. A synaptic firing 
sequence that only moves through three or four areas in the brain will always 
provoke less attention, excitement, thought, and growth in the learner than 
one that moves through several hundred, even several thousand. This is the 
problem with teaching (and writing) that adheres closely to a single method, 
like lists of general principles. There is nothing wrong with lists of general 
principles; but they only activate certain limited areas of the brain. When they 
are illustrated with anecdotes from the speaker's or other people's 
experiences, that not only activates new areas in the listener's brain; it also 
inspires the listener to think up similar events in her or his own experience, 
which again activates numerous new neural loops. From a speaking and 
writing viewpoint, the rule would say: the more specificity and variety, the 
better. Vague, general, and repetitive phrasings will always be less interesting 
and provocative than specific, detailed, and surprising phrasings. 
4 Relevance. This is closely related to the importance of illustrating general claims 
with detailed observations, examples, and anecdotes. The brain is a merciless 
pragmatist: because it is faced with millions more stimuli than it can ever 
process, it must screen out things that it perceives as irrelevant to its needs. 
Sometimes it is forced to shut out even very interesting stimuli, because they 
overlap with more relevant stimuli that must be attended to first. Speakers 
and writers who build bridges to their listeners' and readers' experience are 
often condemned by traditionalists for "pandering" to their audience; much 
better, in these people's minds, to present a subject in its most logical, 
systematic, and objective form and let listeners and readers build their own 
bridges. While that works for specialists who have spent years building such 
bridges, discovering the relevance of a subject to their own lives, it does not 
work at all for beginners who have no idea what possible connection it might 
have to their experience.