Question
In the book 'Made to Stick', 'unexpected' is one of the key principles to make an idea sticky. The authors argue that unexpectedness grabs people's attention and breaks their guessing machines, forcing them to pay attention to the message. It's about surprising your audience with something they didn't anticipate, which makes the idea more memorable and impactful.
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The Liz Lerman Dance Exchange (LLDE) was participating in a conference designed to help certain non-profits hone in on their core mission and values. When it was LLDE's chance to share their draft mission statement, they claimed "diversity" as a core value, but was met with much skepticism from other participants in the conference. The others thought LLDE was just saying nice words and under-appreciating their value.
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