PRINCIPLE 2UNEXPECTED PRINCIPLE 3COPRINCIPLE 4CREDIBLE PRINCIPLE 5EMTINAL PRINCIPLE 6 SORIES ID: 180289
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PRINCIPLE 1SIMPLE PRINCIPLE 2UNEXPECTED PRINCIPLE 3COPRINCIPLE 4CREDIBLE PRINCIPLE 5EMTINAL PRINCIPLE 6 SORIES© 2008 y hip and an eth ll igts eseve. o not epliate without witen emission. mething. Sticky ideas of all kinds—ranging from the “kidney thieves” urban mon. If you make use of these traits in your communication, you’ll make your ideas stickier. (You don’t need all 6 to have a sticky idea, but it’s fair to say the more, the better!)dumbing down, it’s What’s the core of To get attention, shirt…) To hold attention, use made of?) Before your To be concrete, use fables.) Paint a mental Remember the Velcro theory of memory—try types of memory. human-scale statistics people “try before People care about people, not numbers. Don’t forget the For You). But identity appeals can often trump self-interest. (“Don’t Mess With Texas” spoke to Denning’s World Bank