, Introduction What Sticks? 3(22) Kidney heist Movie popcorn Sticky = understandable, memorable, and effective in changing thought or behavior Halloween candy Six principles: SUCCESs The villain: Curse of Knowledge It´s hard to be a tapper Creativity starts with templates Simple 25(38) Commander´s Intent THE low-fare airline Burying the lead and the inverted pyramid It´s the economy, stupid Decision paralysis Clinic: Sun exposure Names, names, and names Simple = core + compact Proverbs The Palm Pilot wood block Using what´s there The pomelo schema High concept: Jaws on a spaceship Generative analogies: Disney´s ``cast members.´´ Unexpected 63(35) The successful flight safety announcement The surprise brow Gimmicky surprise and ``postdictability.´´ Breaking the guessing machine ``The Nordie who. . .´´ ``No school next Thursday.´´ Clinic: Too much on foreign aid Saturn´s rings Movie turning points Gap theory of curiosity Clinic: Fund-raising Priming the gap: NCAA football Pocketable radio Man on the moon Concrete 98(32) Sour grapes Landscapes as eco-celebrities Teaching subtraction with less abstraction Soap-opera accounting Velcro theory of memory Brown eyes, blue eyes Engineers vs. manufacturers The Ferraris go to Disney World White things The leather computer Clinic: Oral rehydration therapy Hamburger Helper and Saddleback Sam Credible 130(35) The Nobel-winning scientist no one believed Flesh-eating bananas Authority and antiauthority Pam Laffin, smoker Powerful details Jurors and the Darth Vader toothbrush The dancing seventy-three year old Statistics: Nuclear warheads as BBs The human-scale principle Officemates as a soccer team Clinic: Shark attack hysteria The Sinatra Test Transporting Bollywood movies Edible fabric Where´s the beef Testable credentials The Emotional Tank Clinic: Our flawed intuition NBA rookie camp Emotional 165(39) The Mother Teresa principle: If I look at the one, I will act Beating smoking with the Truth Semantic stretch and why unique isn´t unique Reclaiming ``sportsmanship.´´ Schlocky but masterful mail-order ads WIIFY. Cable television in Tempe Avoiding Maslow´s basement Dining in Iraq The popcorn popper and political science Clinic: Why study algebra Don´t mess with Texas Who cares about duo piano Creating empathy Stories 204(34) The day the heart monitor lied Shop talk at Xerox Helpful and unhelpful visualizations Stories as flight simulators Clinic: Dealing with problem students Jared, the 425-pound fast-food dieter Spotting inspiring stories The Challenge Plot The Connection Plot The Creativity Plot Springboard stories at the World Bank: A health worker in Zambia How to make presenters angry with stories EPILOGUE WHAT STICKS 238(15) Nice guys finish last Elementary, my dear Watson The power of spotting Curse of Knowledge again Pay attention, understand, believe, care, and act Sticky problems: symptoms and solutions John F. Kennedy versus Floyd Lee Making Ideas Stick: The Easy Reference Guide 253(6) Notes 259(18) Acknowledgments 277(4) Index 281 , A groundbreaking resource for those who need to deliver a memorable message introduces six key principles that help make messages stick--simplicity, unexpectedness, concreteness, credibility, emotions, and stories--and explains how to incorporate each of these factors into the creative thought process. 100,000 first printing.
