Have you ever heard that we remember 10% of what we read,
20% of what we hear, 30% of what we see
and a whopping 95% of what we teach others?
It’s a compelling idea - assigning percentages to different ways we process information - but is there any truth to it?
Does Memory Depend on the Input Modality?
The myth suggests that how we take in information (reading, hearing, seeing, experiencing, or teaching) directly determines how much we’ll remember. While it seems intuitive - after all, teaching forces you to engage deeply with material - it’s not the input modality itself that matters. Instead, memory retention depends on how much you think about the material and how deeply you engage with it.
What Really Shapes Memory Retention?
Depth of Processing Is Key: The more deeply you think about information, the more likely you are to remember it. This is known as the levels-of-processing theory, which emphasizes that meaningful engagement - such as analyzing, applying, or connecting concepts - enhances memory. Simply hearing or seeing something, even repeatedly, is often insufficient if it doesn’t prompt deeper thought.
The Myth Oversimplifies Experiences: While teaching others is indeed an effective way to reinforce learning (because it demands organization and articulation of your knowledge), the percentages in the myth lack scientific grounding. For example, you might remember a professional journal article you read more vividly than an uneventful drive to work because the journal article demanded focused attention and thought.
Context Matters: Memory isn’t a one-size-fits-all process. Factors like your emotional state, your physical state, your nutritional state, the amount of sleep you get, the relevance of the information, and how you plan to use it, also influence retention. A captivating conversation or vivid personal experience may stay with you longer than something you teach if it resonates more deeply.
Why the Myth Persists
The appeal of the input modality myth lies in its simplicity. Assigning percentages creates a sense of order and predictability in something as abstract as memory. It also aligns with the common belief that hands-on or experiential learning is inherently better than other methods. While this is sometimes true, the reality is much more nuanced.
Practical Implications: How to Remember Better
Engage Deeply: Whether you’re reading, watching, or teaching, try to actively think about the material. Ask questions, draw connections, and explore its implications.
Use Spaced Repetition: Revisiting information over time strengthens long-term memory more effectively than cramming.
Teach or Discuss: Teaching others is powerful not because of the modality, but because it forces you to organize and articulate your thoughts.
Personalize and Apply: Relating new information to your own life or applying it to real-world problems makes it more meaningful and memorable.
Rick’s Bottom Line
Memory isn’t about how you take in information –
it’s about what you do with it afterward.
While input modality can play a role, it’s not the determining factor. Instead, focus on thinking critically and deeply engaging with the material to ensure it sticks.
It’s not the modality, but the mind that makes the difference.
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