![]() This does not mean, however, that you need to provide reams of statistics to back it up. This means that people have to be able to believe it. It is a way to illustrate the (abstract) idea that there is generally a foundation for gossip and rumours.Ĭredibility - Your idea has to be credible. No smoke without fire doesn’t mean that it is important to remember that smoke comes from fires. If you think about proverbs, they are basically ways to express abstract ideas in concrete terms. Abstract ideas are much harder to understand, which is why nobody can ever remember a corporate mission statement. One way to do that is to show people what they don’t know, and then fill the gap in their knowledge.Ĭoncreteness - The idea has to be expressed in terms that can be seen or grasped. ![]() Your idea needs to make people curious, and want to engage with it. To generate long-term interest, however, you need to rely on more than just surprise. They surprise us, and that’s partly why we remember them, because they jolt us out of our tendency to believe that we ‘know’ stuff. Unexpectedness - Memorable ideas tend to be unexpected. These are ideas that matter, because they go right to the heart of the issue. Simple, easy, memorable-but also profound. The same ideas are expressed in very similar terms in a surprisingly large number of languages, and are repeated in pretty much the same words each time. Simplicity - Made to Stick suggests that perhaps the ultimate in sticky ideas is a proverb. ![]() The core of the book is that sticky ideas share six characteristics: ![]()
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