12. Sticky Ideas
Simplicity = stripping
Unexpectedness = capture attention
Concreteness = understanding/remembering
Credibility = believing
Emotional = caring about your idea
Stories = Inspire Action
13.
14.
15. Making Ideas Stick
Simple: Proverbs, ideas simple and profound
Unexpected: Interest and curiosity
Concrete: Ideas have the same meaning to
everyone
Credible: Audience "tests" an idea, and confirms
it credible
Emotional: Make the audience feel something -
we are wired to feel, not for abstractions
Stories: Far greater recall than ponderous
pontifications (Heath & Heath, 2007)