hwatrader.blogg.se - Made to stick by chip & dan heath

“Proverbs are the Holy Grail of simplicity.You tap the existing memory terrain of your audience. “So, to make a profound idea compact you’ve got to pack a lot of meaning into a little bit of messaging.It’s a bandwidth issue: The more we reduce the amount of information in an idea, the stickier it will be.” “We know that sentences are better than paragraphs.“There are two steps in making your ideas sticky- Step 1 is to find the core, and Step 2 is to translate the core using the SUCCESs checklist.”.““A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” A designer of simple ideas should aspire to the same goal: knowing how much can be wrung out of an idea before it begins to lose its essence.”.What we mean by “simple” is finding the core of the idea.”

Not simple in terms of “dumbing down” or “sound bites.” You don’t have to speak in monosyllables to be simple.

If we’re to succeed, the first step is this: Be simple.

“It’s hard to make ideas stick in a noisy, unpredictable, chaotic environment.

And it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind.” Once we know something, we find it hard to imagine what it was like not to know it.