A story is most powerful and memorable when tethered to an emotional reaction. People become emotional when something negative happens to someone they care about. That’s why you will never forget traumatic events involving close family members, whereas a story about an acquaintance from years ago may easily slip your mind. Likewise, you will struggle to remember anything from a history test you studied for twenty years ago. With no emotional connection to those events, they did not get stored as lasting memories.

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