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Make your Message Stick!
1. Simplicity
2. Unexpectedness
3. Concreteness
4. Credibility
5. Emotions
6. Stories
#2 The Power of the Unexpected
• What’s unusual about the message?
• Break the guessing machine
• Share the rebuilt message
#3 Be Concrete (v. Conceptual)
Concrete ideas are easy to remember.
Curse of Knowledge: The main difference
between an expert and novice is that the expert is
able to see things abstractly.