In Made to Stick, Chip and Dan discuss fables. My favourite fable growing up was The Fox and the Grapes story. A fox strolls through an orchard and sees a bunch of grapes ripening high on a grape vine. Despite multiple attempts to run, jump, and grab the grapes, the fox always misses. Finally, he gives up out of exhaustion. Walking away, he sighs, “I’m sure they are sour anyway.”
What’s interesting about fables is that they give us morals. After reading The Fox and the Grapes, readers resonate: ‘it’s easy to despise what you can’t get.’ Another lovely fable is The Hare and the Tortoise with the prominent message of ‘slow and steady wins the race’. Morals like these reflect some profound truth about human nature and they are memorable because they contain a concrete idea that readers take out of the story. As a result, the idea travels the world. I heard my Swedish friend once say, “Surt sa räven om rönnbären” which translates to “Sour, said the fox about the berries” (they weren’t even berries, they were grapes 😛). But the point is, concrete ideas are easy to remember, allowing their message to universally persist.
Business taglines and mission statements aim to exhibit a similar effect on customers. I’m a chocolate fanatic. But as much as I love the feeling of chocolate melting in my mouth, I despise the feeling of sticky chocolate in my fingers. For this reason, my favourite candy in the whole wide world is M&M’s, with its advertising slogan that in fact sold millions: “Melts in Your Mouth, Not in Your Hands”. Sweet, catchy, concrete.
Another example is my Economics teacher in high school who devised a distinctive way to teach his students. Every economics term was taught to us through mnemonic devices. For instance, factors that shift the demand curve are PIRATES. Population, income, related goods, advertising, tastes and fashion, expectations, and seasons. (3 years later and I still remember this 😛).
Concreteness helps people learn and remember ideas. By avoiding abstract language but rather conveying ideas in terms that are comprehensible by all, the message hidden inside comes to mean the same thing to everyone.
⁃ SaaniaSparkle 🧚🏻♀️
Saania's diary - reflections, learnings, sparkles 
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