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10. Storytelling Frameworks: The book provides storytelling templates such as: The Challenge Plot: Overcoming obstacles to achieve something. The Connection Plot: Creating bonds between people through shared values or experiences. The Creativity Plot: Showing innovation and thinking outside the box. 11. Teaching and Learning: The book suggests that teaching sticky ideas requires a balance between abstract principles and concrete examples. By making lessons vivid and relatable, the core message sticks better. 12. Application in Different Fields: The book demonstrates how sticky ideas can apply to diverse fields such as education, advertising, management, and public health, illustrating the wide applicability of the SUCCESs model. 13. Authority vs. Anti-authority: Sometimes, using anti-authority figures (ordinary people or real users) can be more persuasive than experts. For example, a real patient talking about their experience can make a more significant impact than a doctor explaining the same thing. 14. Statistics with Context: Numbers alone don’t stick. Statistics should be framed in a way that is understandable and relatable. For instance, instead of saying “50% of people,” you can say “1 out of every 2.” 15. "Spot the Difference" in Teaching: Highlighting contrasts between similar concepts can make a message clearer. Drawing attention to the differences (spot the difference) helps reinforce the key point. 16. Maslow’s Hierarchy of Needs: The book mentions Maslow’s hierarchy to emphasize that sticky ideas often appeal to fundamental human needs, such as safety, belonging, and self-actualization, rather than superficial desires. 17. Concrete vs. Abstract Goals: Concrete goals are more motivating. Instead of saying "improve education," a more concrete, sticky goal would be "ensure that every student can read by the third grade." 18. Breaking Down Complex Ideas: When dealing with complex ideas, the book advises breaking them into simpler chunks and using familiar analogies or examples to help people grasp them more easily. 19. The Curse of Expertise: Experts tend to share too much information. The book encourages simplifying messages so that they are digestible for non-experts. It’s essential to focus on the audience's level of understanding. 20. Environment’s Role in Stickiness: The success of an idea can also depend on the environment in which it’s introduced. Tailor your message to the context or setting to increase its impact. 21. Decision Paralysis: If an idea presents too many options, it can cause decision paralysis. Simplifying choices helps people make decisions more quickly and stick to them. 22. Using Surprise Sustainably: While surprise grabs attention, it has to be followed up with meaningful content. Once you've shocked your audience, you need to deliver substance to make the idea last.