"To be surprising, an event can’t be predictable.
Surprise is the opposite of predicatability.
But to be satisfying, surprise must be 'post-dictable' ...
If you want your ideas to stick, you’ve got to break someone’s guessing machine and the fix it"
- Heath and Heath, Made to Stick, p. 71. HT: Ryan Davis
|still slide from this power point based on the book|