When they fail and the unexplainable happens we are surprised: the event jolts our attention, we pause and reflect, so that we can repair our machines. Mental schemas help us predict what will happen and make good decisions.Good examples of analogies are “generative”: they are platforms for novel thinking that generate “new perceptions, explanations, and inventions”.communicating our message in its completeness and with perfect accuracy) but they help us communicate our ideas effectively, avoiding the Curse of Knowledge. Using “schemas” and analogies might seem a slower path to “real truth” (i.e.Once the basic schema is established, we can stretch this schema along the desired dimensions. Start with simple, stripped-down examples that can be easily understood with little context.By calling up schemas in our messages we can communicate concepts much faster than if we mechanically listed all the attributes of our ideas, improving on both their comprehension and the ability to recall them. They consist of a lot of prerecorded information in our memories. Schemas are collections of generic properties of a concept or category.To do this we can tap into the existing memory schemas of our audience. Profound and compact ideas pack a lot of meaning into a small message.Stories: We must tell stories to get people to act on our ideas, preparing them to act quickly and effectively.Emotions: We must make people care by making them feel something by harnessing the right emotion.Credibility: Sticky ideas have to carry their own credentials, simple enough for the audience to test it themselves and believe it.Concreteness: We must explain our ideas in terms of human actions and sensory information.Unexpectedness: We must generate interest and curiosity by violating people’s expectations and being counterintuitive.Simplicity: The core idea must be prominent, compactly expressed and, yet, so profound it could influence a lifetime of behaviour.Communicate the core idea effectively making sure our message meets the following six principles:.Find the core idea by weeding out superfluous and tangential elements.To beat the Curse of Knowledge, we can apply the following steps: The Curse of Knowledge makes sharing our ideas so hard: once we know something, it’s difficult to identify with people who don’t, so our ideas end up not connecting to our audience or misunderstood.While traditional communication methods focus on improving the delivery of the message, structuring our presentation in certain ways and repeating the key message again and again, this book looks into what traits make ideas sticky.
This book is a manual on how to make ideas “stick”, so that they are understood and have a lasting impact, changing the audience’s opinions and / or behaviour.
If not communicated artfully, even the most insightful, revolutionary and brilliant idea might be ignored and forgotten.
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