📣 Curious Quotes from the Author
“The most basic way to get someone's attention is this: Break a pattern.”
"If, say, a soccer team had these same scores, only 4 of the 11 players on the field would know which goal is theirs. Only 2 of the 11 would care. Only 2 of the 11 would know what position they play and know exactly what they are supposed to do. And all but 2 players would, in some way, be competing against their own team members rather than the opponent.”
“Anger prepares us to fight and fear prepares us to flee.”
“To make our communications more effective, we need to shift our thinking from "What information do I need to convey?" to "What questions do I want my audience to ask?”
“The first problem of communication is getting people's attention.”
“The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it's like to LACK that knowledge.”
“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.”
“People tend to overuse any idea or concept that delivers an emotional kick.”
“If I already intuitively "get" what you're trying to tell me, why should I obsess about remembering it? The danger, of course, is that what sounds like common sense often isn't.... It's your job, as a communicator, to expose the parts of your message that are uncommon sense.
When you say three things, you say nothing.”
“A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.”
📚 Cognition of the Book’s Big Idea
This book's main takeaway is that any concept may be communicated in a way that makes it memorable.
Memorable traits that can be summed up in the acronym SUCCESs are typically shared by memorable narratives, effective marketing campaigns, and concepts that stick.
Simple: identify the essence of any concept
Unexpected: arouse curiosity by taking others by surprise.
Concrete: Ensure that a concept can be understood and recalled in the future.
Credible: convey an idea's plausibility
Emotional: assist in making an idea's significance clear to others
Story: Give individuals the ability to apply an idea through narrative Sticky concepts follow the formula SUCCESs.
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