Scott Hawkins

Carolyn's not so different from the other human beings around her. She's sure of it. She likes guacamole and cigarettes and steak. She knows how to use a phone. She even remembers what clothes are for. After all, she was a normal American herself, once. That was a long time ago, of course--before the time she calls 'adoption day,' when she and a dozen other children found themselves being raised by a man they learned to call Father. Father could do...

A groundbreaking approach to creating memorable messages that are easy to process, hard to forget, and impossible to ignore, using the latest in brain science. Audiences forget up to 90 percent of what you communicate. But people make decisions and act based on what they remember, so a pragmatic approach for the effective communicator is to be deliberate about the 10 percent that audiences do retain. Otherwise, content recall is random and inconsistent. Many...