“The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to lack that knowledge.”
There are two steps in making your ideas sticky: Step 1 is to find the core. Step 2 is to translate the core using the SUCCESs checklist.
Compare the CEO phrase, "let's maximize shareholder value", to JFK's idea, "Put a man on the moon and return him safely by the end of the decade." The idea is simple, unexpected, concrete, credible, emotional, and a story.
To make an idea sticky, keep it simple. The idea should be stripped down to its core, where there is nothing left to take away. Use fewer bullet points. Use easy words. Reduce the ideas. The more we reduce the information, the more the idea will stick.
An example of using the core: Southwest uses "We are the low-cost airline." Every decision involves meeting this concrete yet simple goal.
Use the unexpected to keep the attention. Humans thrive on thinking in patterns. When a pattern is disrupted, it is more easily remembered.
To make an idea stickier:
A TV commercial started as a car commercial with a happy family travelling in a car. Suddenly, a speeding car crashes into it. No one saw it coming. It was really a safety ad.
Concrete ideas are easy to remember. Something is concrete when it can be described or seen with the human senses. A v-8 engine is concrete, high-peformance is abstract.
Novices see concrete detail as concrete detail, but an expert sees concrete detail as symbols of a pattern. The problem is that when we know more, we forget that we're shifting into the abstract.
For example, the jury sees the concrete aspects of a trial, the clothing, manner, specific procedure. The judge sees all in terms of legal precedent and past lessons.
How to create credibility when you don't have a true authority, such as experts, tradition, etc.
The goal of making a message emotional is to make people care. Feelings inspire people to take action.
The right stories make people act. Stories encourage a mental stimulation that burns an idea into the mind. For example, a flight simulator is more effective than flashcards in training a pilot.
Good stories are collected and discovered rather than produced. There are three influential stories to look for:
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