BU121 Lecture Notes - Lecture 7: Nordstrom, Hamburger Helper, De Beers
Document Summary
Messages that stick: sticky = understandable, memorable, and effective in changing thought or behaviour, urban legends. Are ideas born interesting or made interesting: cspi and movie popcorn. A medium tub of popcorn has 37 grams of fat, the allowed amount of fat in a day is 21 grams. Interesting but not sensational, truthful but not mind-blowing, and important but not life or death : the curse of knowledge, when a person understands a concept thoroughly but they don"t remember what its like to not understand. So they can not explain it as well: success model, s -> simple. Strip it down to its core: commander"s intent . If you forget everything else, there"s one thing you should remember. Get the most important elements of your message: use proverbs, simple but profound, existing schema, existing knowledge, to get to the next point, use analogies, use generative metaphors. Need surprise and interest: violate expectations, be counterintuitive, uncommon sense, nordstrom"s.
