Book Freak

By Mark Frauenfelder

Book Freak #64: How to Make Your Ideas Interesting to Others





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Book Freak

August 26 · Issue #64 · View online

Short pieces of advice from books

My new newsletter!
Before we get started with this issue of Book Freak, I wanted to let you know about a new newsletter I started, call The Magnet. Every week in The Magnet I write about tips I find useful, things that interest me, what I’ve learned, interviews, recipes, quotations, and more. l also include excerpts from my favorite newsletters. I’ve published three issues so far and you can read them by clicking the link below. I hope you’ll check it out!

Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. Dan Heath is a senior fellow at Duke University’s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina. Together, Chip and Dan  have written three New York Times bestselling books: Made to Stick, Switch, and Decisive. Here are three pieces of advice from their book, Made to Stick.
Make your ideas stickier
“So, a good process for making your ideas stickier is: (1) Identify the central message you need to communicate—find the core; (2) Figure out what is counterintuitive about the message—i.e., What are the unexpected implications of your core message? Why isn’t it already happening naturally? (3) Communicate your message in a way that breaks your audience’s guessing machines along the critical, counterintuitive dimension. Then, once their guessing machines have failed, help them refine their machines.”
Create mystery
“Mystery is created not from an unexpected moment but from an unexpected journey. We know where we’re headed—we want to solve the mystery—but we’re not sure how we’ll get there.”
How to get people to care
“The most basic way to make people care is to form an association between something they don’t yet care about and something they do care about.”
Spend most of your time crafting the lead
“Journalists obsess about their leads. Don Wycliff, a winner of prizes for editorial writing, says, ‘I’ve always been a believer that if I’ve got two hours in which to write a story, the best investment I can make is to spend the first hour and forty-five minutes of it getting a good lead, because after that everything will come easily.’“
Buy Made to Stick on Amazon
Book Freak is published by Cool Tools Lab, a small company of three people. We run the Cool Tools website, a podcast, a video review YouTube channel, and a few other newsletters, including Gareth’s Tips, Tools, and Shop Tales, What’s in my bag? and Recomendo. You can support our work by becoming a patron via Patreon.
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