How do we get people to care about something? We make them feel something. Simple Unexpected Concrete Credentialed Emotional Story.
It's hard to get people to remember and care about your ideas. Why?
You have probably heard that we only use 10% of our brains. Although it isn't true, it is an example of an idea that stuck. What about these proverbs?
You've heard them (and probably used them) too. They express a general truth but what's interesting is that at some point in time, these were novel ideas and they are still used and remembered today.
This book lays out the formula for how to make your ideas heard and remembered. How to make them stick. A great resource for marketers to write efficient messaging and for founders, business owners, and leaders to formulate ideas and visions for their companies and projects.