The most important factor in the failure of ideas to stick is what the Heaths call “ the Curse of knowledge”, the difficulty we have as knowledgeable people imaginin what it’s like for people who do not share pur knowledge. Overcoming the Curse of Knowledge means keeping a few basic principles at the front of our mind as we shape our communications. Using of these principles causes the surviving of some ideas and the others die.
Same material, same subject, very different outcomes. For example, what is it makes some teachers like some politician, pundits,authers,scientists, advertisers... able to totally capture their audience’s attention while others communicate the same ideas an get ignored? If explanations are persuasive, memorable and ınfluential,they cause the sticking of them.
The principles for making sticky ideas, simple,unexpected, concrete, credible, emotional and stories. The ideas must be simple.Simple does not have to mean short.The core thing must be told.
The second is the unexpected or extraordinary explanations. In my last lesson, I gave extra ordinary exmaples to attract the students and at the end of lesson they said that today’ s course is amazing and they clapped me. Normally topic was little difficult but they understood everything.In my opinion they will not forget those examples during lesson.
Also ideas must be concrete because everybody must understand the same thing.Credibility means that making people believe your ideas.In voluntary actions belief is very important.Emotional sentences and stories attract the people and they reinforces people to act in this activity.
Imagine if people remembered what you had to say and acted on it. Wouldn't that be great? What if people not only remembered and acted, but told hundreds of others who also acted and told? Now you're really getting somewhere!
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