How to Provide a Strong Point of Contrast

Contrast is essential for making ideas surprising and sticky. It can be achieved by contrasting words, expectations, and concepts. For example, using a subtle word like 'not giving a fux' along with the strong word 'fuck' creates a contrast. Inverting the typical expectation, such as 'falling to the level of your systems' instead of 'rising to the level of your goals', is another way to create contrast. Good book titles often use contrast to make their ideas stand out, like 'the life changing magic of tidying up'. Ultimately, contrast brings together what is expected and what is delivered, making the idea more memorable and impactful.