Ideas that stick: SUCCESs
Six principles of sticky ideas:
- Simple - core, compact, profound, proverb
- Unexpected - surprise, mystery; long term: systematiccally opening gaps of knowledge (curiosity) - and then filling the gaps
- Concrete - not abstract, sensory information; human action
- Credible - authority; help people test the idea; testimonies; examples
- Emotional - specific examples of people; audience's self-interest or sense of identity; choosing the right emotion
- Stories - they embody most of the above principles; mental rehearsals (stories to ourselves);
Book Made to stick
