The Book Pile

Made to Stick by Chip and Dan Heath

Dec 10, 2020
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ADVICE

Surprising and Fitting Messages

  • Make messages surprising yet fitting, called "post-dictable".
  • The surprise should make sense in hindsight, like a good twist.
ANECDOTE

Bad Ad Example

  • David Vance recalls a Super Bowl ad where a marching band was attacked by wolves.
  • The ad was meant to be memorable, but it lacked relevance to the product.
ANECDOTE

Effective Ad Example

  • David Vance discusses the success of the Squatty Potty ad.
  • Its surprising yet fitting concept, a unicorn pooping ice cream, made it memorable.
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