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1、ToDad,fordrivinganoldtanChevettewhileputtingusthroughcollege.ToMom,formakingusbreakfasteverydayforeighteenyears.Each.INTRODUCTIONWHATSTICKS?Kidneyheist.Moviepopcorn.Sticky=understandable,memorable,andeffectiveinchangingthoughtorbehavior.Halloweencandy.Sixp
2、rinciples:SUCCESs.Thevillain:CurseofKnowledge.It’shardtobeatapper.Creativitystartswithtemplates.CHAPTER1SIMPLECommander’sIntent.THElow-fareairline.Buryingtheleadandtheinvertedpyramid.It’stheeconomy,stupid.Decisionparalysis.Clinic:Sunexposure.Names,names,an
3、dnames.Simple=core+compact.Proverbs.ThePalmPilotwoodblock.Usingwhat’sthere.Thepomeloschema.Highconcept:Jawsonaspaceship.Generativeanalogies:Disney’s“castmembers.”CHAPTER2UNEXPECTEDThesuccessfulflightsafetyannouncement.Thesurprisebrow.Gimmickysurpriseand“po
4、stdictability.”Breakingtheguessingmachine.“TheNordiewho…”“NoschoolnextThursday.”Clinic:Toomuchonforeignaid?Saturn’srings.Movieturningpoints.Gaptheoryofcuriosity.Clinic:Fund-raising.Primingthegap:NCAAfootball.Pocketableradio.Manonthemoon.CHAPTER3CONCRETESou
5、rgrapes.Landscapesaseco-celebrities.Teachingsubtractionwithlessabstraction.Soap-operaaccounting.Velcrotheoryofmemory.Browneyes,blueeyes.Engineersvs.manufacturers.TheFerrarisgotoDisneyWorld.Whitethings.Theleathercomputer.Clinic:Oralrehydrationtherapy.Hambur
6、gerHelperandSaddlebackSam.CHAPTER4CREDIBLETheNobel-winningscientistnoonebelieved.Flesh-eatingbananas.Authorityandantiauthority.PamLaffin,smoker.Powerfuldetails.JurorsandtheDarthVadertoothbrush.Thedancingseventy-threeyearold.Statistics:NuclearwarheadsasBBs.
7、Thehuman-scaleprinciple.Officematesasasoccerteam.Clinic:Sharkattackhysteria.TheSinatraTest.TransportingBollywoodmovies.Ediblefabric.Where’sthebeef?Testablecredentials.TheEmotionalTank.Clinic:Ourflawedintuition.NBArookiecamp.CHAPTER5EMOTIONALTheMotherTeresa
8、principle:IfIlookattheone,Iwillact.BeatingsmokingwiththeTruth.Semanticstretchandwhyuniqueisn’tunique.Reclaiming“sportsmanship.”Schlockybutmasterfulmail-orderads.WIIFY.CabletelevisioninTempe.AvoidingMaslow’sba
