Made to Stick

Good metaphors are “generative”: D. A. Schon, “Generative Metaphor: A
Perspective on Problem-Solving in Social Policy,” in Metaphor and Thought,
2nd ed., edited by A. Ortony, (Cambridge: Cambridge University Press,
1993).
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Disney calls its employees “cast members”: The examples from Disney are
from: Disney Institute, Be Our Guest: Perfecting the Art of Customer Service
(New York: Disney Editions, 2001).
2. Unexpected
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A flight attendant named Karen Wood: It’s no accident that Karen Wood
was a flight attendant on Southwest Airlines. See Kevin Freiberg and Jackie
Freiberg,  Nuts! Southwest Airlines’ Crazy Recipe for Business and Personal
Success (Austin, Tex.: Bard Press, 1996), 209–10.
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“the surprise brow”: Paul Ekman and Wallace V. Friesen, Unmasking the
Face: A Guide to Recognizing Emotions from Facial Clues (Englewood Cliffs,
N.J.: Prentice-Hall, 1975). The role of surprise is an understudied topic in
psychology, because it falls in the cracks between psychological disciplines.
Cognitive researchers who study attention and learning find it too emotional;
social psychologists who study emotions such as anger, fear, and disgust find
it too cognitive. Yet you could make the case that surprise is the most impor-
tant emotion because of its role in controlling attention and learning.
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