Made to Stick

the inverted pyramid arose: Rich Cameron, “Understanding the Lead and
the Inverted Pyramid Structure Are Staples of Journalism 101 Classes,” The
Inverted Pyramid, 2003. See www.cerritosjournalism.com, in the section en-
titled “101—Newswriting.”
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“It was simple”: Carville’s advice to remember the basics is from Mary
Matalin and James Carville, All’s Fair: Love, War, and Running for President
(New York: Random House, 1994), 244. The Clinton interchange leading up
to the “If you say three things, you don’t say anything” quote is on page 175.
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