Albert Einstein is reported as saying "Logic will get you from A to B. Imagination will take you everywhere." A lot of our risk communication is very logical but not very imaginative. Experience shows that people listen better if the message is presented attractively, and storytelling is one powerful way to achieve that goal. An expressively-told story grabs the attention of the listener and creates vivid images in their minds which aid understanding and retention of the underlying message, especially when we're dealing with concepts of uncertainty and risk.
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