Made to Stick (Chapter 2: Unexpected): Why Some Ideas Survive and Others Die

About this book

Getting their attention: good. Keeping it: better Learn how you can use the element of surprise to grab people's attention. Keep in mind that surprise doesn't last, and for an idea to endure, you must also generate interest and curiosity. Examples include the successful flight-safety announcement, turning points in Hollywood screenplays, and the Gap Theory of curiosity.