The average person forgets half of what they've learned within an hour. By the end of the week, 90% of it is gone. Yet most sales enablement programmes are still designed in a way that neuroscience would tell you was never going to work in the first place. This workshop gets into the science of why learning sticks and why it doesn't, and what that means for every programme, piece of content and coaching conversation you design. Not as theory but as something you'll experience firsthand in the room. You'll leave understanding how memory encoding actually works, why emotional relevance and repetition matter more than duration, and how small structural changes to the way you build and deliver enablement can have an outsized impact on whether any of it changes behaviour back in the field. Expect to be challenged, to participate and to look at your current learning design with fresh and slightly uncomfortable eyes. This isn't a session about working harder on your programmes. It's about finally understanding why the way you've been building them has been working against you, and what to do instead.