Make it stick heath5/30/2023 ![]() ![]() Find ways to make abstract concepts more concrete. A company’s strategy is abstract, but its software is concrete. Be specific: The words “high performance” are abstract while “V-8 engine” is concrete.The abstract must be made concrete so that it means the same thing to everyone, like the proverb, “A bird in the hand is worth two in the bush.” In contrast, many messages in business are ambiguous and no one interprets them the same way. For example, the idea of apples with razor blades in them is concrete. Ideas must be concrete in order to stick. Mysteries sustain interest because people want closure. After getting people’s attention with the unexpected, sustain it by creating a mystery. ![]()
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May 2023
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