Unexpected ideas - Deepstash

Unexpected ideas

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:

  • Identify the core message
  • Consider what is counter-intuitive or surprising to your key message. The surprise should make sense after you think about it, but it's not something you've anticipated.
  • Interrupt the guessing, then fix it.

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.


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The idea is part of this collection:

Persuasive storytelling

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