1. Introduction (2007)

<p>CHAPTER 1 SIMPLE Commander’s Intent. THE low-fare airline. Burying the lead and the inverted pyramid. It’s the economy, stupid. Decision paralysis. Clinic: Sun exposure. Names, names, and names. Simple = core + compact. Proverbs. The Palm Pilot wood block. Using what’s there. The pomelo schema. High concept: Jaws on a spaceship. Generative analogies: Disney’s “cast members.”</p>

<p>Heath, Chip; Heath, Dan. Made to Stick: Why Some Ideas Survive and Others Die (Kindle Locations 10-14). Random House, Inc.. Kindle Edition.</p>