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The book 'Made to Stick' doesn't provide specific case studies or examples in the provided content. However, it discusses the concept of making ideas 'sticky' by creating an element of surprise and generating interest. This involves breaking patterns and pushing through common sense to uncommon sense. The book also mentions the 'gap theory', which involves teasing the audience with information they don't yet know to make them want to learn more. The broader implications of these tactics are that they can help ideas have a lasting impact and change the audience's opinion or behavior.
Asked on the following book summary:
Do you feel that your ideas lose momentum quickly? You can use the tactics in this book to make your ideas "sticky." Sticky ideas are those that "are...
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Creating the element of surprise calls for walking a fine line between pleasantly clever and distasteful. The main tactics to do this are "breaking a pattern" and pushing through common sense to "uncommon sense." While capturing attention through surprise is important, perhaps more difficult is retaining the audience's attention through generating interest. You can generate interest by creating a sense of mystery and leveraging the "gap theory." That is, teasing your audience with information that they do not yet know so that they'll want to learn more. Let's first look at some best in class examples of utilizing the "surprise" component of "unexpected."
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