Adopted from Made to Stick.
In 2007, Chip & Dan Heath wrote a book titled Made to Stick: Why Some Ideas Survive and Others Die. The book offers six traits that separate what we remember from what we don’t, or more accurately, what’s memorable and what’s not.
The six attributes are:
- Simple
- Unexpected
- Concrete
- Credible
- Emotional
- A Story
While they are pretty self-explanatory, each comes to life in one of the more memorable parts of the book where the authors explain a phenomenon called The Curse of Knowledge! (They admittedly capitalize the term to heighten the drama).
The Heath brothers describe The Curse of Knowledge as “Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has ‘cursed’ us. And it becomes difficult for us to share our knowledge with others, because we can’t readily recreate our listeners state of mind.” Read the full article…


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