The madeleine effect

For the Frenchman Marcel Proust, the elixir of memory might have been a petite madeleine, but that wouldn’t work on British-bred me. What I needed was a can of Heinz cream of mushroom soup and a packet of Sainsbury’s cheese and onion crisps. As I gathered these and other long-neglected childhood foodstuffs from the supermarket shelves, I thought surely one sniff, one taste would be enough to take me right back. But to what, exactly? And how?

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Should we embrace change?

Heraclitus is famous for one simple and powerful aphorism: you cannot step into the same river twice. Everything is in flux, nothing remains the same. And what was originally an observation about nature has now become an imperative. We must innovate. The technological revolution is without end. If it’s not new and improved, it’s old and obsolete.

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