1. INTRODUCTION
1.1. Movie Popcorn
1.1.1. "A medium-sized 'butter' popcorn at a typical neighbourhood movie theater contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings--combined!"
1.2. Kidney Heist
1.2.1. New node
1.3. SUCCES
2. UNEXPECTED
2.1. SUPRISE + INTEREST = GETTING PEOPLE'S ATTENTION
2.1.1. Flight Attendant
2.1.1.1. Used humour to get people's attention
2.2. Buckle Up...Always
2.2.1. Think it's a regular car commercial, but it changes at end to catch viewers attention
2.3. Nordstrom employees
2.3.1. Go above and beyond for customer service
2.3.1.1. Wrapping gifts for stuff bought at Macy's
2.3.1.2. Warmed customers cars in the winter
2.3.1.3. Ironed their shirt for a meeting
2.4. How to keep people's attention?
2.4.1. Unfold ideas like a mystery
2.5. Gap Theory of Curiousity
2.5.1. Need to create gap before you close it
2.5.1.1. Roone Arledge
2.5.1.1.1. Created buzz for NCAA football games in other cities
2.5.2. Show them that they don't know something, and they will want to know it
2.6. "I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to the earth...if we must make this judgment affirmatively, it will not be one man going to the moon, it will be an entire nation. For all of us must work to put him there."
3. CONCRETE
3.1. The Fox and the Grapes
3.1.1. Language is often abstract, but life is not abstract
3.2. TNC
3.2.1. Trying to conserve nature, but unsure how to present message
3.2.1.1. Two million acres per year
3.2.1.2. 5 landscapes per year
3.3. CONCRETE IS MEMORABLE
3.3.1. Learning accounting by doing case study all semester long
3.4. Experience
3.4.1. Teaching kids about prejudice
3.4.1.1. Brown eyes vs, blue eyes
3.5. HP partnership with Disney
3.5.1. Built their proposal instead of just presenting it
3.6. Concreteness is a shared turf on which people collaborate
3.6.1. Kaplan presenting tablet computer idea to venture capitalist
3.6.1.1. Used his maroon portfolio as physical example
4. SIMPLE
4.1. MUST FIND CORE OF THE IDEA!
4.2. Southwest Airlines
4.2.1. CORE IDEA
4.2.1.1. "THE low-fare airline"
4.2.1.1.1. This guided all decisions made by everyone at Southwest Airlines.
4.3. "If You Say Three Things, You Don't Say Anything."
4.4. Daily Record newspaper
4.4.1. Names, Names, Names
4.4.1.1. Principle that guided all decisions in the company
4.5. SIMPLE = CORE + COMPACT
4.5.1. Proverbs
4.5.1.1. "A Bird in the Hand"
4.5.2. Schemas
4.5.2.1. Pomelo/Grapefruit Example
4.5.3. DISNEY
4.5.3.1. Employees are "cast members'
4.5.3.1.1. Don't interview, they audition
4.5.3.1.2. Always on stage
4.5.3.1.3. Guests, not customers
4.5.3.1.4. Performances, not Jobs
4.5.3.1.5. Costumes, not uniforms