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Made to stick 818KHQZAl0L : (Simple (finding the core of the idea (a…

- - - - crisp, plain-talk statement specifying the plan's goal, the desired end-state of an operation
        
        if we do nothing else during tomorrow's mission, we must ....
  - - - if you say three things you don't say anything
        
        people feel anxiety from the need to choose
  - - - Pomelo schema
        
        tap into the existing schemas
        
        schema = model of the world
        
        schemas enable profound simplicity
        
        accuracy vs accessibility
        
        if a message can't be used to make predictions or decisions, it is without value, no matter how accurate or comprehensive it is
        
        high-concept pitches in Holiwood
        
        referring to old, successful movies to instantly convey the movie idea
        
        a pomelo is basically a supersized grapefruit with a very thick and soft rind
- - - - break the pattern and the guessing machine adn existing schemas
        
        avoid gimmickry
        
        ideas must be unexpected, but also reinforce the core
        
        idea should generate insight that relates to the core message
        
        don't do unexpected for the sake of unexpected
        
        we need to violate people's expectations and be counter-intuitive
  - - - rings of Saturn mystery
      - mysteries are a journey. one-time schema violations are single transactions
      - curiosity is the intellectual need to answer questions and close open patterns
        
        hollywood screenplays
        
        GAP THEORY
        
        Curiosity happens when we feel a gap in our knowledge
        
        such a gap causes pain
        
        first they need to realize that they need these facts
        
        1 more item...
        
        overconfidence bias - people tend to think they know the answer
        
        solution: make them predict and commit to it - I want to find out if I were right!
        
        gap starts with a knowledge
        
        your audience first know and care about the topic. They must believe it's challenging but doable
        
        47 states - I don't know 3 states! 17 states - I am proud of knowing 17 states!
- - - - engineers who create brilliant designs and manufacturers who transform the designs into the machines
        
        showing and telling something concrete works better than a scientific description
  - - - A teacher who divided her students into 2 groups - one privileged and one not. The next day she changed their positions. This was a concrete way to explain prejudice and racial discrimination
- - - - the right scale help - 500 dollar per employee per year for wifi. is it worth? humanize - will wifi increase the productivity of each employee by up to 2 minutes a day?
      - shark vs deer - what's likelier to kill you?
- - - - one way is to connect what you are pitching with something they care about
        
        appeal to self-interest
        
        may backfire - are you trying to buy us?
        
        don't violate the sense of identity
        
        people like you behave like this
    - - experiment with 1000 usd bonus and how people prioritize transcendence for themselves but shelter and protection for others
- - - - in this mental stimulations it's important to focus on the events themselves, not the outcomes
        
        mental stimulation can even build skills - practicing in your head yields as much outcome as practicing in real life
  - - - the Challenge plot
        
        The story of David and Goliath - the underdog story, the rags to riches story, the triumph of sheer willpower over adversity
      - The connection plot
        
        the good samaritan, Romeo and Juliet, Titanic, about relationships with other people
      - the creativity plot
        
        mental breakthrough, attacking a problem in an innovative way, experimenting with new approaches