• Surprise - gets attention
• Interest - sustains attention
• Stickier ideas by: breaking someone's guessing machine and then fix it
  • 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.
  • 4.Then, once their guessing machines have failed, help them refine their machines.
• expose part of your message that are uncommon

EXAMPLE OF SURPRISE: • nordstorm sales people wrap something you bought at macy's (breaks guessing machines) • warming a customer's car after they finish shopping is uncommon sense.

• Mysteries are powerful, Cialdini says, because they create a need

for closure

• GEORGE LOEWENSTEIN, THE GAP OF CURIOSITY
• Curiosity happens when we feel the need to fill the gap in our knowledge ie gossip, this ordeal of learning AS3
• "How'd he do that??"
• One important implication of the gap theory is that WE NEED TO OPEN GAPS BEFORE WE CLOSE THEM.
• The way to get people to care is to PROVIDE CONTEXT
• "Here's what you know, now here's what youre missing"