“If you want your ideas to be stickier, you’ve got to break someone’s guessing machine and then fix it.”.“Mysteries are powerful because they create a need for closure.”.“We can engage people’s curiosity over a long period of time by systematically ‘opening gaps’ in their knowledge-and then filling those gaps.”.“Analogies make it possible to understand a compact message because they invoke concepts that you already know.”.“People are tempted to tell you everything, with perfect accuracy right up front, when they should be giving you just enough info to be useful, then a little more, then a little more.”.“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” -Antoine de Saint-Exupery.When your remote control has fifty buttons, you can’t change the channel anymore.” “When you say three things, you say nothing.We must create ideas that are both simple and profound.” We must relentlessly prioritize…Proverbs are the ideal. “A successful defense lawyer says, ‘If you argue ten points, even if each is a good point, when they get back to the jury room they won’t remember any.’ To strip down an idea to its core, we must be masters of exclusion.No urban legend has to be repeated ten times.” “If you have to tell someone the same thing ten times, the idea probably wasn’t very well designed.
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September 2023
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