The most basic way to get someone's attention is this: Break a patternMade to Stick: Why Some Ideas Survive and Others Die by Chip Heath
We tend to think that people are either motivated by something or they are not. But the reality is, it's about how vividly we see the need or desire that motivation taps into.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
A lie can get halfway around the world before the truth can even get its boots on.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
It's hard to make ideas stick in a noisy, unpredictable, chaotic environment. If we're to succeed, the first step is this: Be simple. Not simple in terms of 'dumbing down' or 'sound bites.' But simple in terms of finding the core of the idea.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
When messages aren’t simple, they’re often ambiguous. And ambiguity is the antithesis of a good idea.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
Concrete language helps people, especially novices, understand new concepts.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
Emotional ideas often have internal triggers, reminders inside our minds or everyday environments.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
But just as knowing is not enough, telling is not enough. You've got to somehow make ideas make contact with existing memory structures.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
To make our communications more effective, we need to shift our thinking from 'What information do I need to convey?' to 'What questions do I want my audience to ask?'Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
The most important source of sticking power is the ability of an idea to associate itself with existing memories in an unexpected way.Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath