6 Principles of Sticky Ideas

- Simple

- Unexpected- crash at the end of the car commercial.

- Concrete

- Credibility- the ability to test. Before you vote ask yourself if you are better off today than you were 4 years ago- Reagan.

- Emotions

- Stories

Curse of knowledge- we find it hard to imagine not knowing what we have learned. Can’t imagine what it’s like not to understand a certain concept that we accept as fact