" Often we’re not even trying to exaggerate; we just can’t recall all the details of the story. Our memories aren’t perfect records of what happened. They’re more like dinosaur skeletons patched together by archeologists. We have the main chunks, but some of the pieces are missing, so we fill them in as best we can. We make an educated guess. But in the process, stories often become more extreme or entertaining, particularly when people tell them in front of a group. We don’t just guess randomly, we fill in numbers or information to make us look good rather than inept. The fish doubles in size. The baby didn’t wake just twice during the night—that wouldn’t be remarkable enough—she woke seven times and required skillful parenting each time to soothe her back to sleep. "
― Jonah Berger , Contagious: Why Things Catch On