What You'll Learn:
What is it that makes many urban legends persist for years or even decades? Why don’t important, true ideas have the same longevity? Are there common elements to what Malcolm Gladwell termed “sticky ideas” that anyone can tap into? Entrepreneur brothers Chip and Dan Heath believe that there are.
Key Insights:
- The Curse of Knowledge makes it difficult for many experts to communicate well—be they politicians, teachers, CEOs, or parents.
- If you say too much, you say nothing; so find the core and package your message concisely.
- To get the audience’s attention, break their guessing machine and then fix it.
- All the data analysis in the world is insignificant if it’s not converted into a concrete, accessible idea.
- To establish the credibility of an idea, use statistics, vivid details, or the Sinatra Test.
- People give from their heart—not their head, and are more likely to care about individuals than abstract causes, however noble.
- Stories naturally incorporate the elements of sticky ideas.
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