The Memory You Never Made: How a story about a shopping centre rewrote what we know about truth

In the early nineties, a psychology student set out to prove something faintly disturbing: that you could plant a completely false childhood memory in someone’s head, and they’d not only believe it — they’d decorate it with details that never existed. The experiment worked. It worked so well it ended up reshaping courtrooms, therapy, and eventually the way the world’s biggest brands sell to us. This week, Toby tells the story of Elizabeth Loftus and the “lost in the mall” study, digs into why our memories are far more fiction than film, and explores what it means for estate agents — because the story you attach to a home, and to your own agency, has a habit of becoming the truth in people’s minds.🏆 Nominations and tickets are now available for the first-ever Personal Estate Agency Awards!Join us on 22nd October 2026 in Birmingham as we celebrate the very best personal estate agents, brokerage businesses and brokerage teams from across the UK.Nominate yourself, nominate someone else, or book your tickets here: https://www.personalestateagencyawards.co.uk/ 📚Want a free copy of the ‘Your First £100,000 Estate Agency’ book?✅ DM me the word “BOOK” on Instagram https://www.instagram.com/estateagent.consultancy/ and I’ll send it straight over.📥 Want FREE materials to help get you your next instruction? Head to: https://www.estateagentconsultancy.com/freeintro💻 Want to launch or scale your own estate agency business?Book a free discovery call here: https://theestateagentconsultancy.as.me/sixty-consultation🎓 To access to our ‘Your First £100,000 Estate Agency’ video course. Head over to: https://www.estateagentconsultancy.com/your-first-100000-digital-course📅 Want to join our next free webinar?Get added to the VIP list to find out first: https://www.estateagentconsultancy.com/webinarAny questions? Just email: [email protected] or visit us at https://www.estateagentconsultancy.com