Simple, Unexpected, Concrete, Credible, Emotional, Stories

An idea is a SUCCES if it sticks, say the Heath brothers. Stickiness means being understood and remembered well enough to change opinions or behavior: Simple like the compact core of a proverb, Unexpected as death by movie popcorn, Concrete as an ice-filled bathtub, Credible as the answer to a rhetorical question, Emotional as seeing Mother Theresa in Calcutta, and all in a Story that inspires and simulates action. If this is the template for sticking ideas in the human brain, what can you create with it?

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