| • | alliteration, parallel construction, and metaphors correlated with brand recall | |
| • | Even a complex chart can be memorable if it appears after a string of simple text-based elements because it is seen as a surprise that breaks a pattern. | |
| • | procedural memory is based on perception and motor skills (e.g., your ability to swim even if you have not done so in the past 10 years) | |
| • | 3 Characteristics for a classic by Italo Calvino (3) | |
| • | 13 Classic Quotes or Mantras (13) | |
| • | 9 Criteria for repeatable messages (9) | |
| • | 3 Examples of better communication - intensify rewards, avoid a negative (3) | |
| • | 3 steps that ppl act on future (3) | |
| • | 15 Ways to Make your content Memorable (15) | |
| • | - emotion - unhappy boss | |
| • | https://degreed.com/dguserr4k6dy/dashboard#/feed | |
| • | https://www.safaribooksonline.com/library/view/impossible-to-ignore/9781259584145 | |
| • | 3 routes to our next move (reflex, habit, goal) | |
| • | 9 of the 15 items above can influence others long-term memory | |
| • | A classic is always marked by something worth mentioning over and over again, without the risk of becoming a cliché. | |
| • | A MESSAGE OFTEN BECOMES REPEATABLE IF IT CONFERS STATUS. | |
| • | Anticipation triggers dopamine which activates motivation and action | |
| • | Any time you aspire to a repeatable message, ask whether your audience can carry your content from context to context | |
| • | Are your sentences simple enough, even for non-English speakers? | |
| • | Backlog | |
| • | Brains r after max(reward) min(effort) min(risk) in socially desirable way | |
| • | Build a mantra based on what your audience is already saying | |
| • | Can your audience repeat your statements easily? | |
| • | CLASSICS, NOT CLICHÉS | |
| • | CONSIDER INFLUENCING OTHERS’ MEMORY THROUGH THE LENS OF PROPORTION RATHER THAN PRECISION. | |
| • | consider people’s reflexes, habits, and goals | |
| • | Decide the Salient point (distinct relative to their “neighbors.) and repeat it | |
| • | Declarative memory includes knowledge and facts (e.g., “Magnesium is to the right of sodium on the periodic table | |
| • | Disfluency - distinct words | |
| • | Dodgson offered a wise coping technique for times of complexity and change: focus on proportions rather than precision. | |
| • | Edmund Rolls - We guid behavior to things that r useful & away from things that aren't | |
| • | emotion of frustration - expecting a reward we don't get; someone getting credit for our work | |
| • | emotion of relief - punishment stops | |
| • | Establish a framework, and then decide which items must stand out. Weaken their neighbors. | |
| • | Find dog park to try with Lola and doggy day care to go to and website helping meet other dogs in your area | |
| • | Give people a valuable tool the first 5 minutes of a presentation | |
| • | Hard to read slides increase memorization of them | |
| • | How do you create a good mantra for your listeners? Start where they are, not where you are. Listen to their vocabulary, to their way of talking. People often say the same things over and over without realizing it | |
| • | How does your content make people look in front of others? | |
| • | HOW MUCH OF YOUR CONTENT MEETS THE CRITERIA FOR A CLASSIC? | |
| • | how to influence someone else’s memory because people make choices based on what they remember | |
| • | in a PowerPoint presentation, some items can become distinct relative to their “neighbors.” Scientists call this salience. | |
| • | Kieth Ericson at Harvard study on overconfidence in remembering future effort | |
| • | link your message to people’s most relevant goals. | |
| • | list of stimuli that are biologically rewarding (16) (16) | |
| • | Make it clear how my content enables ppl 2 mv 2 a reward (6) | |
| • | Many people have great ideas to share, but when they use clichés, they drain their messages of their potency, rendering them common and forgettable | |
| • | Memory guides action toward maximum rewards. | |
| • | Memory matters b/c it influences action | |
| • | MEMORY THAT REINFORCES A DESIRED SELF THRIVES ON GENERIC STATEMENTS | |
| • | Memory, emotion and motivation may be the basis of brains design (3) | |
| • | messages respond to people’s aspirations, to the materialization of a desired self. As a result, they are highly repeatable | |
| • | MOST SHORT-TERM MEMORIES ARE FATED TO BE FORGOTTEN UNLESS THEY ARE TIED TO LONG-TERM GOALS | |
| • | Often we forget things because there are not enough cues or triggers in the environment to refresh our memory | |
| • | People act on what they remember, not on what they forget. | |
| • | people would rather come across as storytellers than mere distributors of data. | |
| • | Ppl execute on intention (4) (4) | |
| • | Prospective Memory - Remembering a future event | |
| • | PROVIDE SWEET ANTICIPATION, NOT AN AGONIZING WAIT. | |
| • | Repeatable messages respond to long-term goals such as health, beauty and safety (author fails to mention $) | |
| • | rewards that motivate - affection, praise, touch, $ --> emotion = happiness | |
| • | secondary reinforcers, such as money or promotions, which are learned and which require, at least initially, cognitive effort to generate action. | |
| • | Simple syntax is necessary but not sufficient for a repeatable message. Research shows that once the syntax is simple, providing a safe canvas, the foreground must be marked by distinct words, | |
| • | SIMPLE SYNTAX LEADS TO REPEATABLE MESSAGES | |
| • | Studies show that prospective memory is more effective when it follows the formula of written instructions + imagery | |
| • | Surprise, for example, is memorable, but too much of it can be disconcerting. | |
| • | Table of Contents | |
| • | Techniques to Convince Others to Repeat Your Words | |
| • | The brain's quest is to seek rewards and avoid punishment | |
| • | The top 50 SlideShares contained, on average, 9 of the 15 memory variables, | |
| • | there is no single factor that makes something memorable. It is a combination of elements, used in the proper ratio | |
| • | Tie cues to people's goals | |
| • | Timeless Message - create a classic in 3 steps 1. address fundamental human problem 2. build mental picture; 3. Repeatable metaphor (3) | |
| • | TO BE ON PEOPLE’S MINDS, YOU MUST BECOME PART OF THEIR REFLEXES, HABITS, AND/OR GOALS THEY CONSIDER VALUABLE. | |
| • | too much novelty but no integration with existing reflexes and habits, as well as no reinforcement and no immediate rewards, forgetting is inevitable | |
| • | Ur communications, do you delay gratification while sustaining attn? r u mking reveal 2 soon? How long cn u prolong anticipation | |
| • | Use the word "Imagine" to create anticipation and invite action. Ppl just dont thnk abt future; they feel the future & emotion influences decision-making | |
| • | What are some motivations that prompt the repetition of those messages? | |
| • | What matters most is what happens next. People need memory to predict their next move | |
| • | when trying to influence others’ memory is that they overestimate the importance of goals and underestimate the impact of existing reflexes and habits | |
| • | When we share great ideas, and others remember and act on them, we progress. When we have great ideas and others forget them, we stagnate. |