Dr. Carmen Simon: The Neuroscience of Storytelling
The science of stories that stick.
How do people remember and act on ideas? On this episode of the Data Humanized Podcast, I explored this question with neuroscientist Dr. Carmen Simon, Chief Science Officer of Corporate Visions and author of Impossible to Ignore: Creating Memorable Content to Influence Decisions.
This isn’t a conversation about might work. Carmen uses EEG, ECG, and eye-tracking experiments to measure what actually works. What engages audiences during a presentation? What role does surprise play in making ideas stick? What storytelling techniques can you use to improve recall the day after you’ve made your pitch?
For example, Carmen debunks the myth of “Tell ‘em what you’re gonna tell ‘em, Tell ‘em, Tell ‘em what you told ‘em.” Instead, she explains how to repeat messages, vary cadence, and craft mental-picture-inducing language to make your “10% message” stick.
That’s just one of dozens of insights Carmen shares in this episode. We talk about why listeners usually remember what you don’t want them to remember, how she performs her research, and tools to make your presentations more memorable :)
Check out episode six of Data Humanized with Dr. Carmen Simon below, or listen wherever you listen to podcasts.
Neuroscience, memory, and data storytelling (1:35)
Memory research and how it relates to decision-making in business.
How watching a Swedish movie illustrates the power of storytelling and memory.
Why all stories aren’t memorable.
Storytelling and memory retention techniques. (7:46)
Myth busting the principle of Tell ‘em what you're going to tell them, Tell ‘em, Tell ‘em what you told ‘em.
Why repetition helps the brain recognize patterns and improve retention
How to find and repeat your 10% message (e.g. "control your temper") six times in a 20-minute conversation to help listeners remember it.
Data literacy, storytelling, and decision-making in enterprises (14:32)
The importance of storytelling and data literacy in business
How vivid details — sights, sounds, and colors — make stories more memorable.
How to start with a conclusion to provide context for abstract ideas.
Storytelling in a complicated world (23:54)
Why we need cognitive ease and narrative simplicity in today’s world. Research that simple stimuli trigger memory, retention, and updating of beliefs.
Using story fractals to explain complex ideas.
Tell stories like a head of cauliflower, using consistent, common properties at various magnification levels.
Using storytelling in sales and enterprise applications (28:54)
A sales experiment demonstrating how storytelling increased revenue with face-to-face interaction.
How verbal mental pictures can be as effective over the phone as in person.
The importance of contrast in storytelling — “the 30% difference” principle.
Neuroscience and consumer behavior (41:38)
How EEG, ECG, and eye tracker measurement help bypass weaknesses in self-reported surveys and provide more accurate attention testing for corporate assets.
The connection between communication methods and enjoyment.
Why preferences may not align with experiences.
Storytelling tempo and vivid images (47:31)
The importance of controlling tempo in storytelling.
How to use clear messaging, vivid imagery, and emotional pivot points to evoke surprise.
Carmen’s book recommendations: "The Power of Vulnerability" and "The Art of Possibility”
Diversity in tech: a data skills for all fellowship (52:21)
Finally, we heard a story of a graduate from Correlation One’s Data Skills For All program that shows the importance of helping diverse learners grow up fully as themselves.
Learn more at www.correlation-one.com