03/11/2020
The book continues the idea of "stickiness" popularized by "The Tipping Point" by Malcolm Gladwell. Why do some ideas stick and some don't ?
These are the main principals:
Simple – find the core of any idea.
Unexpected – grab people's attention by surprising them.
Concrete – make sure an idea can be grasped and remembered later.
Credible – give an idea believability.
Emotional – help people see the importance of an idea.
Stories – empower people to use an idea through narrative
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