“If I already intuitively "get" what you're trying to tell me, why should I obsess about remembering it? The danger, of course, is that what sounds like common sense often isn't.... It's your job, as a communicator, to expose the parts of your message that are uncommon sense.(p.72)”
Chip Heath & Dan Heath
Made to Stick: Why Some Ideas Survive and Others Die
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Similar quotes
“Common sense is the enemy of sticky messages, if I already "get" what you're trying to tell me, why should I be obsessed about remembering it.”
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“You're right, i don't have common sense. I don't want to believe what every one else believes. I have my own thoughts, things that weren't taught to me or things that I didn't read in a book. I learn from experience - you, you are afraid to experience anything and so you will always have your common sense and only your common sense.”
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“It's pretty amazing how uncommon common sense is.”
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