Sticking: how to create ideas

Sanlian Life Weekly has a column author "Beckham", who writes a book review in each issue. It is generally in English. Reading book reviews is generally worth reading. This book "Sticky" is a rare Chinese version. But it is also translated from the English version. I thought it was good to read the book reviews. I just bought one.

This book is about the common features of some creative things (one advertisement, one horrible story, one new product, one PPT speech): simple, unexpected (unexpected ), concrete, credible, emotional, and stories. The first letter is success.

Simplicity is simple, that is, to summarize the most important ideas. Many sayings can be circulated for many years because of simplicity.

Unexpected means to break the expectations of the audience and violate common sense.

Specific: the brain is excited about memory. Proverbs generally express abstract truth through specific stories.

Credibility: more details, more specific data, and more humane expressions can make the viewpoint more credible.

Emotion: in Texas, in order to reduce public littering, the survey found that most people who are littering are interested in advertising for people they are used, say "don't mess up Texas. The results are very good.

Story: Sai baiwei once made a documentary advertisement and recorded a story about a fat man who had suffered from losing weight by eating sai baiwei.

In addition, there is a natural phenomenon that hinders creativity. The book is called "The Curse of knowledge", that is, people with some knowledge often cannot think of how people without such knowledge Think About It.

The content of the book is still Creative. However, I think the content of this book is generally organized. In addition, it may be that the translation is not good enough. In addition, the examples in the book are all about the United States. It is estimated that there are many examples that are very interesting to the Americans and are very general to me. I guess for Chinese readers, the author has been "The Curse of knowledge" and does not know how Chinese readers will understand these stories.

After reading this, I think that Li Ke is always pursuing creativity when praising himself and swearing at others. Of course this is not his original saying. The original principle of his words is that he wants to impress people who have heard about him and scold others, and it is hard to forget.