Sometimes even a stick looks like a sculpture
The Book Made to Stick. Three whys that contribute to revealing the emotional core of the idea
If something is created to be shown – it is created to grow.
When thinking about how to make people talk, think about what they will talk about. (Jumping into a pool in a tutu at the Olympics for a casino)
Content must relate to the product it promotes.
Not just virality, but valuable virality. Virality is valuable if the product is inseparable from the story.