"Made To Stick"
Chip Heath & Dan Heath
Chapter 1 - "Simple"
Command Intent
definition: SIMPLE & CONCRETE
concept of SCHEMA
complexity or too many choices can
because we fear "over simplifying" we tend to inject feature creep into most projects
Chapter 2 - "Unexpected"
Our brains are wired to detect CHANGE
Schemas are "guessing machines"
Mystery
Benefits of the Unexpected
Chapter 3 - "Concrete"
abstraction
if you can examine something with your senses, it's concrete
makes targets transparent so that everyone understands
Chapter 6 - "Story"
Powerful is two-fold
event simulation
Stories are flight-simulators for the brain
uncommon sense
3 types of stories
Chapter 5 - "Emotional"
the mere act of calculating something reduces ability to feel emotions.
appeal to self-interest
Imagining makes it so
Maslow's Hierarchy
how to overcome the "Curse of Knowledge" problem
Chapter 4 - "Credible"
use vivid details to create internal credibility
make things on a human scale
types of credibility