Made to Stick
The best stories are often the trickiest ones. The good and bad things about stories is they're a kind of filter. They take a lot of information, and they leave some of it out, and they keep some of it in. But the thing about this filter, it always leaves the same things in. You're always left with the same few simple stories.
Tyler Cowen • Be suspicious of stories | Tyler Cowen | TEDxMidAtlantic
The lesson for the rest of us is that if we want to make people care, we’ve got to tap into the things they care about. When everybody taps into the same thing, an arms race emerges. To avoid it, we’ve either got to shift onto new turf, as Thompson did, or find associations that are distinctive for our ideas.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
So, a good process for making your ideas stickier is: (1) Identify the central message you need to communicate—find the core; (2) Figure out what is counterintuitive about the message—i.e., What are the unexpected implications of your core message? Why isn’t it already happening naturally? (3) Communicate your message in a way that breaks your audi
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