When assessing the data carrying capacity of stories, especially verbal stories appear deficient. Verbally communicated stories are often short, told in a social situation and their content may vary from telling to telling. Thus, in this sense, stories cannot be considered high in media richness. The data carrying capacity of a written story has no fixed boundaries, but in organisational or stakeholder communication the length is often limited to what people will read in a reasonable time span. Additionally, it is not simple to glance through a longer written story to find relevant pieces of information, as it is when viewing a chart or memo. Meaning and content is often buried within the story. Thus initially, the data carrying capacity of stories should be deemed low. However, there are salient aspects of both verbal and written stories, which imply higher data carrying capacity, if a somewhat broader definition of data carrying is taken. This broader definition can be called meaning carrying capacity. It indicates the ability to carry any level of the knowledge hierarchy: i.e. data, information, knowledge or wisdom (eg. Knight & Howes 2003). A good example of how stories are media rich with meaning carrying capacity can be found from an extremely brief story taken from The Story Factor by Annette Simmons