Science – We Explain Stuff

THE SCIENCE

Why people struggle to understand

When complexity goes up, comprehension goes down.

And confused buyers don’t buy.

The brain can only hold 4–7 chunks of information at once.

Overload it, and it shuts down. Buyers stop listening. Sales reps lose the thread. Deals stall.

It’s why 60% of B2B sales end in no decision. The value isn’t clear.

Complexity

Comprehension

INTRODUCING

The brain has two channels

One for words, one for visuals. Most messaging is text- heavy, so only one channel is used. When both are activated together, comprehension and recall skyrocket.

Visuals

Words

How the brain processes information

Most B2B deals stall because the value isn’t immediately obvious to the buyer.

Prefrontal Cortex

The executive brain.

Think of it as the whiteboard. Very limited space, just 4–7 chunks. Small surface, wipes fast. Sales reps forget the pitch when too much is crammed in.

Hippocampus

The organiser centre.

Think of it as the “librarian” It decides what’s worth storing, loves patterns, stories and order. Stories and simple structures stick, while dense decks get lost.

Neo Cortex

The storage brain.

Think of it as the library, It’s where concepts and mental models live, creating deeper understanding. Buyers struggle to recall pitches later without support material.

If your value is simple and visual, it sticks. Buyers understand it, value it, and act on it.

The outcome

This isn’t just brain science, it translates directly into business impact. Which is why we created the StoryStack.

A structured messaging system that helps your sales teams articulate and sell your value every time.

Find Out More