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2min chapter
Made to Stick by Chip and Dan Heath
The Book Pile
How to Make Your Ads Surprising, but Fitting
The more times in a row you say post-dictable, the weirder it sounds. This is the kind of thing our ad team thinks about a lot in making ads. The book describes this really bad example of an ad that aired during the Super Bowl. There's nothing surprising but fitting about it.
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