CHAPTER 1
MEMORY IS A MEANS TO AN END
Why Memory Matters in Decision-Making
Would you tour a museum naked? You may consider it if you visit the Museum of Old and New Art (MONA) in Tasmania, Australia. MONA is an extremely innovative museum, increasing its financial viability each year and disturbing many conventions in the art world. While typical museums are aboveground, this one is underground. While typical museums are easy to access, this one is on an isolated island, in a working-class district. You don’t access MONA by ascending massive staircases or passing between marble columns. You enter it via a tennis court.
Art exhibits conventionally have labels. MONA has none. There are no signs or directions, no logical route that visitors must ...
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