Does it drive you crazy when you can’t remember where you put your keys? You probably weren’t paying much attention when you set them down.
When you really pay attention to something, you remember it better. Focusing your attention causes your brain to release special chemicals that strengthen learning and memory. It’s one of the clever ways your brain keeps track of what matters to you, and lets go of what doesn’t.
It's all too easy to pay less attention than we intend to. We get out of practice. Re-training your brain to focus better is a key part of improving memory!