Whenever your computer gets slow, especially while surfing the internet, one of the pieces of advice comes out as a question.

Have you cleared your cache?

“Cache” is a French word, meaning hide or hiding spot. In computer terms, it’s all the stuff your browser remembers from your last visit to that specific link or app. The more info in that hiding spot, the more memory it takes, and more importantly, the more information is assumed about you without confirmation.

Your brain has a cache as well. Enough repetitions of the same combinations, and your brain starts to assume those connections, even when they are not there. Enough similar situations get presented, and your brain’s cache starts to assume similarities between the situations that are not there. The most obvious one of these is rejection fatigue. You get rejected hard on 7 cold calls in a row, and your brain, attempting to proactively avoid the pain of rejection, starts to whisper into your ear that the next prospect will likely reject you, and it’s probably not worth calling them. “It’s just a waste of time” and “They aren’t going to be interested” whispers the cache.

Like my dad, frustrated about a slow computer, with 52 open chrome tabs, each with one foot in the cache, your progress is hindered by your mental cache not being cleaned out on a regular basis.

Clear the assumptions. Clear the false correlation/causality beliefs. Clear your cache. It might be the 25th time you’ve had this conversation this week alone, but it’s likely the first time for your client.