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INTRODUCTION WHAT STICKS? 3 Kidney heist. Movie popcorn Sticky = understandable, memorable, and ef- fective in changing thought or behavior. Halloween candy, Six principles: SUCCESs. The villain: Curse of Knowledge. It's hard to be a tapper. Creativity starts with templates. CHAPTER 1 SIMPLE 25 Commander's Intent. THE low-fare airline. Burying the lead and the inverted pyramid. It's the economy, stupid. Decision paralysis. Clinic: Sun exposure. Names, names, names,ndnames. Simple = core + compact. Proverbs. The Palm Pilot wood block. Using what's there. The pomelo schema. High concept: Jaws on a spaceship. Generative analogies: Disney's "cast members." CHAPTER 2 UNEXPECTED 63 The successful flight safety announcement. The surprise brow. Gimmicky sur- prise and "postdictability." Breaking the guessing machine. "The Nordie who . . ." "No school next Thursday." Clinic: Too much on foreign aid? Saturn's rings. Movie turning points. Gap theory of curiosity. Clinic: Fund-raising. Prim- ing the gap: NCAA football Pocketable radio. Man on the moon. CHAPTER 3 CONCRETE 98 Sour grapes. Landscapes as eco-celebrities. Teaching subtraction with less ab- straction. Soap-opera accounting, Velcro theory of memory. Brown eyes, blue eyes. Engineers vs. manufacturers. The Ferraris go to Disney World. White things. The leather computer, Clinic: Oral rehydration therapy. Hamburger Helper and Saddleback Sam. CHAPTER 4 CREDIBLE 730 The Nobel-winning scientist no one believed. Fiesh-eating bnanans. Authority and antiauthority. Pam Laffin, smoker. Powerful details. Jurors and the Darth Vader toothbrush. The dancing seventy-three year old. Statistics: Nuclear war heads as BBs. The human-scale principle. Officernates as a soccer team Clinic: Shark attack hysteria. The Sinatra Test. Transporting Bollywood ovies. Edible fabric. Where's the beef? Testable credentials. The Emotional Tank Clinic: Our flawed intuition. NBA rookie camp. CHAPTER 5 EMOTIONAL 765 The Mother Teresa principle: If I look at the one, I will ac. Beating smoking with the Truth. Semantic siretch and why unique isn't unique Reclaiming "sports- manship." Schlocky but masterful mail-order ads. Wi FY. Cable television in Tempe. Avoiding Mas ow's basement. Dining in Iraq. The popcorn popper and political science. Clinic: Why study algebra? Don't mess with Texas. Who cores about duo piano? Creating empathy. CHAPTER 6 STORIES 204 nTe day the heart monitor lied. Shop talk at Xerox. Helpful and unhelpful visu- alizations. Stories as flight simulators. Clinic: Dealing with problem students. Jared, the 425-pound fast-food dieter. Spotting inspiring stories. The Chal- lenge Plot. The Connection Plot. The Creativity Plot. Springboard stories at the World Bank: A health worker in Zambia. How to make presenters angry with stories. EPILOGUE WHAT STICKS 238 Nice guys finish last. Elementary, my dear Watson. The power of spoiting. Curse of Knowledge again. Pay attention, understand, believe, care, and act. Sticky problems: symptoms and solutions. John F Kennedy versus Floyd Lee.