~ S ~ Simplicity

~ TSAIDTIC-WMBMOE-WMRP ~ To Strip An Idea Down To Its Core – We Must Be Masters Of Exclusion – We Must Relentlessly Prioritize

~ SBANTI-PATI ~ Sound Bites Are Not The Ideal – Proverbs Are The Ideal

~ WMCITABSAP ~ We Must Create Ideas That Are Both Simple And Profound

~ TGRITUMOS:AOSSSPTAICSALLTFI ~ The Golden Rule Is The Ultimate Model Of Simplicity: A One-Sentence Statement So Profound That An Individual Could Spend A Lifetime Learning To Follow It

~ U-GIAC ~ Unexpectedness – Generate Interest And Curiosity

~ C-WMEOIITOHA-ITOSI ~ Concreteness – We Must Explain Our Ideas In Terms Of Human Actions – In Terms Of Sensory Information

~ C-SIHTCTOC ~ Credibility – Sticky Ideas Have To Carry Their Own Credentials

~ WNWTHPTOIFT ~ We Need Ways To Help People Test Our Ideas For Themselves

~ E-HDWGPTCAOI?-WMTFS ~ Emotions – How Do We Get People To Care About Our Ideas? – We Make Them Feel Something

~ S ~ Stories