Made to Stick

Sun Exposure: Precautions and Protection: Message 1 of the Sun Exposure
Idea Clinic is from http://ohioline.osu.edu/hyg-fact/5000/5550.html.
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Cervantes defined proverbs: The discussion of proverbs is based on Paul
N O T E S
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Hernandi and Francis Steen, “The Tropical Landscapes of Proverbial: A
Crossdisciplinary Travelogue,” Style 33 (1999): 1–20.
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“The real barrier to the initial PDAs”: Tom Kelley, The Art of Innovation:
Lessons in Creativity from IDEO, America’s Leading Design Firm (New York:
Doubleday Currency, 2001).
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J FKFB INAT OUP: The letter/acronym exercise demonstrates the classic
principle of “chunking” from cognitive psychology. Working memory is suffi-
cient to hold only about seven independent pieces of information. (See
George Miller’s classic description in “The Magical Number Seven, Plus or
Minus Two,” Psychological Review 63 (1956): 81–97. In the first exercise, the
chunks are letters, and most people can hold about seven of them. In the sec-
ond, the chunks are pre-stored acronyms; people can remember around
seven acronyms even though they each contain multiple letters. By taking ad-
vantage of preexisting chunks of information, we can cram more information
into a limited attentional space.
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