4.3
SUCCESs
Six properties shared by ideas that survive being retold: simple, unexpected, concrete, credible, emotional, story.
Chip & Dan Heath, Made to Stick (2007)
What it does
Six properties of an idea that sticks: simple, unexpected, concrete, credible, emotional, story. A fast comb for filtering and sharpening ideas.
When it breaks
An evaluation tool posing as a generation tool. Chase all six at once and you achieve none.
Case
The Heaths open with CSPI's 1994 popcorn study, where an abstract “37 grams of saturated fat” was recast as more than a bacon-and-eggs breakfast, a Big Mac and fries, and a steak dinner combined. Trade reporting put the fallout at roughly a 50% drop in movie popcorn sales. That figure is journalistic, not peer-reviewed.
Roger Ebert · the weighty truth about movie popcorn ↗In the wild
Unchecked · not part of the tier
What people have written about this tool in the last twelve months. A machine found these and nobody has read them. Everything above this line was checked by hand.
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