You are currently browsing the category archive for the ‘Psychology’ category.

Here are my notes on the great book « Made to Stick » by Chip and Dan Heath:

6 Principles:

1. Simplicity

Prioritization rescues people from the quicksand of decision angst, and that’s why finding the core is so valuable. Put the core right up front.

I.e: Southwest: “THE low cost airline”, local newspaper: “Names, names, names”

Simple = Core + Compact

Tap the existing memory terrain of the audience. Use analogies or high-concept pitches. For instance to describe Alien it would be “Jaws on a spaceship”.

 

Proverbs are the holy Grail of simplicity.

Lire le reste de cette entrée »

Publicités