In the introduction the authors ask "are ideas born interesting or made interesting? They then go on to make a compelling arguement for "made."
The authors are a graduate school professor and a research consultant. Their arguement is based upon six principles they found from their research:
- Principle 1: Simplicity
- Principle 2: Unexpectedness
- Principle 3: Concreteness
- Principle 4: Credibility
- Principle 5: Emotions
- Principle 6: Stories
Good book that I'm sure I'll circle back to for insight many times.
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