Problem
People forget messages that contain too many competing ideas.
Action
Identify the most important point and remove anything that does not support it.
Outcome
People remember the message more easily.
Chapter: Simple
Problem
People stop paying attention when information feels predictable.
Action
Introduce a surprising fact, question, or contrast that creates a knowledge gap.
Outcome
People become more interested in the message.
Chapter: Unexpected
Problem
People struggle to understand ideas that feel abstract.
Action
Use clear examples and situations that people can easily picture.
Outcome
People understand the idea more clearly.
Chapter: Concrete
Problem
People doubt ideas that seem unsupported.
Action
Use believable proof, demonstrations, or trusted sources to support the message.
Outcome
People accept the message more readily.
Chapter: Credible
Problem
People ignore ideas that feel personally unimportant.
Action
Show how the idea affects a need, value, goal, or concern that matters to them.
Outcome
People become more willing to act.
Chapter: Emotional
Problem
People often forget information that is presented only as facts.
Action
Tell a story that demonstrates how the idea works in a real situation.
Outcome
People remember and apply the idea more often.
Chapter: Stories