): Capture attention by breaking a pattern or challenging expectations. Maintain it by creating a "gap" in people's knowledge that they want to fill.
): Make people care. Appeal to their self-interest or their sense of identity. pdf ideas que pegan
): Find the essential core of your idea. Strip away everything that isn't vital to make it compact and deep. nexpected ( Inesperado ): Capture attention by breaking a pattern or
Ideas que pegan (Spanish title for Made to Stick by Chip and Dan Heath) provides a framework for creating messages that are memorable and influential. pdf ideas que pegan