Chip Heath ran a Stanford experiment where students heard facts about crime presented two ways: as straight information, which they recalled 5% of the time, and as a story, which they recalled 63% of the time. Stories stick in ways facts alone never do.
This Stanford experiment will change the way you think about speaking forever. One of the classes of Stanford University, Professor Chip Heath did this experiment where he asked the student to talk about 1 minute about the non-violent crimes in the US. Every student got the opportunity to speak for 1 minute, and then he did something unimaginable. He asked all the students to take out their notebook and paper and write down what do they remember. And the results might surprise you. Only 5% of what was told, people were able to recall. But the crazy part is, the students were able to recall 63% of what was told in the form of a story. 5% versus 63%. I'll let you be the judge which way is better to speak.
