MADE TO STICK

       Even though it is not an invention or a new idea, the most important thing in the book is the part about ‘The Curse of Knowledge’. Without knowledge nothing will last long. We will not understand what the message is, what someone is trying to do, where we are going. We give messages through knowledge.
       From the acronym SUCCESs, the most striking ones are ‘Simplicity (as I believe ‘perfection is in simplicity’), ‘Credibility (as when believe in something you start defending it) and ‘Stories” (as almost everyone loves/likes stories and our life starts with listening to stories at very early ages. Stories are our windows to outer world in our childhood).
      But there is something more, even more important than some ideas in the acronym; it is repetition. Some people may think it is a waste of time, energy, etc. and there are shorter ways to learn or acquire something, but not only does repetition make things stay in mind but it also makes people, builds characters. In Turkey there is one saying ‘if you call someone ‘mad’ for forty days, they will become mad’. There is also a recent research done by Cambridge University about the importance and stickiness of repetition. According to the research, if someone repeats a word 320 times in a bit less than 15 minutes, this word stays in mind. Many years ago a similar kind of experience I did myself. Once I was going on a tram and there was nothing to do. I decided to repeat a phrase that I just read. I repeated it 100 times and didn’t use it anymore. After some months when one of my students asked how to say that phrase, I just uttered it without thinking. I was surprised myself how well it worked. Yes, once more I am saying ‘repetition is important’.