My notes on “Made to Stick” by Chip & Dan Heath
S.U.C.C.E.S.s: Simple, Unexpected, Concrete, Credible Stories
Simplicity
- Not dumbed down or sound bites
- Find the core fo the idea
- “The curse of knowledge” if you say 3 things you say nothing
- Simple = core + compact, forced prioritisation
- To make a profund idea compact use flags – “tap the existing terrain of your audience”
- Schema’s are a collection of generic properties of a concept or category
- Higher level schemas are composed of other schemas. Analogies are great
- The goal is to write a proverb