Children have this wonderful ability to experience pain without being dragged down by the memory of it. They cry one moment, running around laughing the next.

It happened. No big deal. Let’s move on.

When it comes to adults, we tend to accumulate baggage. We remember the pain of certain experiences and try to avoid them at any cost. The baggage drags us down and we lose the emotional and intellectual flexibility to recover and move on quickly.

When it comes to brands, we call this institutional knowledge. It’s an important part of the history of an enterprise, provides useful data and insights. But it also limits flexibility and agility. The elephant memory of a brand can be very challenging in these transformative times. Brands are better off having a goldfish memory (not as bad as you might think). Learning from past experiences and history is vital. But it shouldn’t limit your options.