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