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This chapter is part of our Made to Stick book summary. Get access to this and 500+ other business templates by signing up.


Derived from 'Made to Stick', the chapter titled 'Made to Stick - Surprise' ingeniously captures the concept of creating ideas that resonate with an audience. The emphasis of this chapter revolves around the utilization of the surprise element for idea cementation. This method of communication prompts a perceptive shift that retains the listener's interest and ensures a long-lasting impact. Illustrative examples and case analysis throughout the chapter provide comprehension into how simple is never 'dumbed-down' and surprise is more potent than an attention-grabbing trick. Thus, the chapter serves as a comprehensive guide to embed the power of surprise to achieve compelling communication and helps in fostering a transformation in the audience's opinion or behavior.