Made to Stick (Chapter 4: Credible): Why Some Ideas Survive and Others Die

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In a presidential campaign, a candidate asks: “Are you better off today than you were four years ago?” Sticky ideas must carry their own credentials. Offer people the chance to test your ideas themselves–a “try before you buy” philosophy.
People want to believe your ideas, so give them a reason to. Examples include the Nobel-winning scientist no one believed, flesh-eating bananas, and the human-scale principle.