Source: “News for Farmer Cooperatives” April, 1962, Page 9, by Calvin Dahncke
2nd source (attributed to): Maurice T. Iverson, University of Wisconsin Bureau of Audio-Visual Aids, 12 annual Institute on Cooperative Education.
Source: Hathitrust.org
Search Term: “10 percent of what we read”
What was found: "...we retain 10 percent of what we read, 20 of what we hear, 30 of what we see, 50 of what we see and hear, 70 of what we says as we talk, and 90 of what we say as we do a thing."
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Dahncke, Calvin L. (1964). Leaders Sharpen Skills. News for Farmer Cooperatives, US Dept. of Agriculture. Vol. 30, No. 11, Feb. 1964.
“At the 12th annual Institute on Cooperative Education, Maurice T. Iverson, from the University of Wisconsin’s Bureau of Audio-Visual Aids, said we retain 10 percent of what we read, 20 of what we hear, 30 of what we see, 50 of what we see and hear, 70 of what we say as we talk, and 90 of what we say as we do a thing.” (Page 10)