Stamford business school colleague, genifer aker, shows how readers are far more likely to remember a story than to remember a statistic. As for structure, i would suggest writing as journalists do, with the most important facts and the take away right at the start, not at the end. Humor is so important in any kind of writing - admissions officers at stanford fairly cry when they read an app ation essay that has humor because everyone is so earnest.

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