Cognitive Load Is Real

In the last issue of The Narrative Intel I talked about trying to make sense of endless streams of social media, rapidly cycling news, and constant digital noise. I asked "Who are your sensemakers?" This week I turn inward. My brain feels overloaded a lot these days. Too often I feel like I go to sleep that way and then wake up that way. Yes, I know I probably spend too much time on digital media and that doesn't help. Still, there's something else.

Does your brain feel overloaded? 

Cognitive load is real.

Let’s talk about the weight you’re carrying—the invisible one.

Who’s Helping You Think?

A big part of success isn’t just about what you know—it’s about how you process what you know. Every day, you’re making decisions, sorting through information, prioritizing, strategizing. That’s cognitive load. It’s the mental bandwidth required to keep your business, your personal life, and everything in between running smoothly.

It can be exhausting. Even if you can create and prioritize task lists and block out your calendar, you most likely still struggle.

Part of relieving this burden is learning to delegate. That helps, but still leaves you with the most difficult -- and likely most burdensome -- problems to weigh down your thinking.

In the last issue of The Narrative Intel I talked about sensemakers. One of the most underrated roles of a good advisor, mentor, or even a friend is to reduce that cognitive load. They help you process complexity, clarify your thinking, and focus on what matters most.

The Reluctance to Ask for Help

Here’s the thing: we all recognize the value of guidance, yet we’re often reluctant to seek it out—or more specifically, to pay for it. Maybe it’s pride. Maybe it’s the belief that asking for help is a sign of weakness. Maybe it’s just the hope that if we think hard enough, we’ll figure it all out ourselves.

I get it. This is self-serving because, well, this is what I do. But I’ve also been on the other side. I’ve built businesses, navigated high-growth environments, and made plenty of mistakes. The truth is, when I didn’t ask for help, it cost me more in the long run—more time, more energy, and often, more money.

There’s an old saying: You get what you pay for. That applies to advisors, too. Free advice is easy to find. But clarity? Clarity comes from someone who’s been through it, asked better questions, and helped others survive the same gauntlet you're in now.

Clarity reduces your cognitive load.

Cognitive Load in Business and Life

For startup founders, the mental burden is relentless. Every decision feels critical. Every task feels urgent. You don’t just need to execute—you need to prioritize. The best founders surround themselves with people who help them focus, simplify, and move forward with confidence.

But this isn’t just about business. Cognitive load affects us in every aspect of life. Managing finances, maintaining relationships, staying healthy — it’s all sensemaking. The more decisions we pile on, the harder it becomes to think clearly. That’s why we default to shortcuts, habits, or worse — indecision.

The stigma around not knowing is one of the biggest self-imposed barriers to success. But here’s a not-so-secret secret: Asking for help actually makes people like you more. It’s a classic Dale Carnegie principle. People enjoy sharing their expertise. They respect those who seek to improve. And the smartest people aren’t the ones who know everything—they’re the ones who know who to ask.

Lightening the Load

So, here’s my question for you: Who’s reducing your cognitive load?

Whether it’s an advisor, mentor, coach, or trusted friend, make sure you have people in your corner who help you think — not just more, but better. Because cognitive load is real. And you don’t have to carry it alone.

Berkson's Bits

When you start a project, it's important to consider and document what success looks like.

It's also important to consider and document your kill criteria. At what point do you decide it's not going to work?

We have a finite amount of time and resources. Your status meetings shouldn't only be about progress towards the goal. It should also be evaluated against your kill criteria.

What I'm Reading

For more about kill criteria and learning how to be a better quitter, I recommend Thinking In Bets, by Annie Duke. She's a former champion poker player with a PhD in cognitive psychology. She knows about bets.

Looking forward to continuing the conversation…

Alan