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Author and former Chick-fil-a executive, Mark Miller, recently reminded me about an experiment recited in the book Made to Stick.
A Stanford class was asked to prepare a one-minute speech on a topic. Half were for the topic, half were against. On average, the students used 2.5 statistics in their speeches, but only one-in-ten students told a story.
When asked ten minutes later, only 5% of the audience could remember any statistics, but 63% could remember the stories. Stories were twelve times more effective than statistics.
Jesus also knew the power of story. In Matthew 13:34 we read, “All these things Jesus said to the crowds in parables; indeed, he said nothing to them without a parable.”
When you need to communicate something important, don’t forget the power of story.
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