![]() ![]() Sticky ideas are full of concrete images because our brains remember concrete data.Ībstraction makes it hard to understand an idea - people can interpret an abstract idea in many different ways. ![]() That extra attention and thinking sears unexpected events into our memories. ![]() ![]() Unexpected ideas are more likely to stick because surprise makes us pay attention and think. The most basic way to do this is break a pattern. The first problem of communication is getting someone’s attention. To do this you must tap the existing memory of your audience.Ī great way to avoid useless information is to use analogies - analogies make it possible to understand a compact message because they invoke concepts you already know. You need to pack a lot of meaning into a little bit of messaging. Only ideas with profound compactness are valuable. Must find the core of the idea - strip an idea down to its most critical essence The more we reduce the amount of info, the stickier it will be. Should have a crisp, plain-talk statement that appears at the top of lesson/order: “If we do nothing else during tomorrow’ mission we must…." “The single most important thing that we must do tomorrow is…” ![]()
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