Principle 1: Simplicity
Keeping it simple is achievable for all of us, we just need to keep reminding ourselves that not everyone knows what you do.
Principle 2: Unexpectedness
The best way to get people’s attention is to break their existing thought patterns directly.
Principle 3: Concreteness
Naturally sticky ideas are full of concrete images—ice-filled bathtubs, apples with razors—because our brains are wired to remember concrete data. In proverbs, abstract truths are often encoded in concrete language: “A bird in hand is worth two in the bush.”
Principle 4: Credibility
“Sticky ideas have to carry their own credentials. We need ways to help people test our ideas for themselves—a “try before you buy” philosophy for the world of ideas“.
Principle 5: Emotions
to do people to care about our ideas let them feel something.
Principle 6: Stories
The power of stories is two dimensional. Firstly it provides simulation (knowledge how to act) and secondly it empowers people through inspiration (motivation to act). This generates action.
by : Jeff bullas
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