Ideas made to stick
Simplicity
We must create ideas that are both simple and profund. A one-sentence statement so profound that an individual could spend a lifetime learning to follow it.
Unexpectedness
We must generate interest and curiosity. We can engage people’s curiosity over a long period of time by systematically “opening gaps” in their knowledge and then filling those gapas.
Concreteness
Naturally sticky ideas are full of concrete images. Speaking concretely is the only way to ensure that our idea will mean the same things to eceryone in our audience.
Credibility
Sticky ideas have to carry their own credivility. We need ways to help people test our ideas for themselves.
Emotions
We make them feel something. People are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. We are wired to feel something for people, not for abstractions.
Stories
Mentally reharsing a situation helps us perform better when we encounter that situation in the physical envirionment. Hearing stories acts as a kind of mental flight simulatior, preparing us to respond more quickly and effectively.
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