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Sticky Ideas Workshop (Part 2): Unexpected

Sticky Ideas Workshop (Part 2): Unexpected
Made to Stick: Why Some Ideas Survive and Others Die

He was dead the whole time! Darth Vader is Luke’s father! She’s his sister and his daughter!

The endings of movies like Sixth Sense, The Empire Strikes Back, and Chinatown — and the stories that lead up to them – stick with us for years and even decades because they trigger a deep psychological reflex: surprise. They come at us out of nowhere (seemingly – repeat viewings tend to reveal dozens of clues) and literally force us to sit up and take notice.

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Psychologists see surprise as something akin to the “fight or flight” reflex. The typical expression associated with surprise – rigid body and widened eyes – signals the mind’s desire for more information. We stop still and take it all in.

Breaking Patterns

In order to be truly unexpected, an idea has to break the preconceived notions and routines that we live our lives by. Trivial changes go unnoticed or, when noted, quickly forgotten. In order to evoke surprise, an idea has to interrupt our established ways of acting or thinking – as the surprise endings of the movies listed above force us to reconsider the meaning of the whole movie. Sixth Sense is a movie about a psychologist’s relationship with a child, up until the very end, when it… isn’t.

Unexpected ideas, then, demand some action from their recipients; they ask us to change our view of the world, or at least some part of it. There is, of course, a danger here – ideas that should be surprising become expected when overused. 9/11 was truly unexpected – and the events of that day will stick with us for a long time. But now that we’ve been on heightened security alert for going on six years, does it surprise anyone to find that the threat level for US flights as I write this is “Orange: High Risk of Terrorist Attacks”? There is no longer any information contained in that statement – it’s always orange. What should be a sticky idea indeed has instead become merely the status quo, the expected.

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Hook ‘Em and Reel ‘Em In

Surprise helps make ideas sticky in two ways. First, it gets our attention – we notice the unexpected in a way we don’t notice the expected. Think of your drive home from work: how many times have you arrived home with almost no recollection of anything you saw on the way? Can you remember what color the car in front of you was? But if a three-car pileup or high speed pursuit should happen to take place, I’ll bet you have something to talk about when you get home!

Second, surprise keeps us engaged. Once we notice something unexpected, we experience a powerful urge to understand it, to integrate it into what we already know. The Heath’s call this “The Gap Theory of Curiosity”, drawing on the work of behavioral economist (didn’t know there were behavioral economists, did you? Surprise!) George Loewenstein, who holds that gaps in our knowledge, once exposed, cause us discomfort and pain.

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We’ve all directly experienced this, of course – I remember well the agony of waiting three whole years to find out if Darth Vader was really Luke’s father. Mystery novels, movie trilogies, serial fiction, and potboilers rely on this need to keep us coming back or turning the pages. The new Harry Potter novel is approximately a million pages long, but you just keep turning and turning, page after page, chapter after chapter, all in a quest to find out “what happens next?”

Using Surprise

Knowing how people react when surprised can help us make our ideas stickier. Knowing that people will pursue a piece of information once it gets their attention, we can “prime the gap” by introducing a surprising fact and promising an explanation. Your local evening news does this all the time, with their teaser commercials during prime time. “Is something in your cabinets killing you? Find out at 11!”

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Priming the gap doesn’t have to be sleazy, though. Imagine a teacher telling their students something surprising to get and keep their attention through the class period. TV news spots are sleazy not because they use surprise, but because they use it in the service of the trivial (if it were really important, what moral right in the world would they have to withhold it? Image “Are terrorists attacking our town right this moment? Find out at 11!”) They trigger our need to know – if Loewenstein is right, they actually intentionally cause us pain – in the service of getting us to sit through a bunch of commercials before finally paying off with a useless, stupid piece that tells us absolutely nothing.

Simply Unexpected

The power of the Heath’s Made to Stick is how the six principles of stickiness interact with each other. No idea need satisfy all six principles, but the more the better, and when two or more principles come together in one idea, they reinforce each other, multiplying the stickiness factor.

Consider, yet again, Einstein’s famous formula. I said last week that the simplicity of Einstein’s formula, summing up one of the great mysteries of the world in 5 symbols E=MC2, made it sticky. But it also made it unexpected – who would have thought that the nature of mass and energy could be summed up so simply? Its simplicity itself was surprising, energizing decades of research in an attempt to prove Einstein was either right or wrong – and then to explore the ramifications of the idea. Scientists are still working on the implications of Einstein’s theory of relativity, a century later – now that’s sticky!

How have you, or could you, use the unexpected in your own work? It probably won’t surprise you to see me ask you to share your own ideas in the forum — but overlook that and do it anyway.

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Last Updated on November 17, 2019

40 Amazing Date Ideas for Valentine’s Day

40 Amazing Date Ideas for Valentine’s Day

With Valentine’s Day just around the corner, starry-eyed lovers worldwide are getting ready to celebrate their love and planning the perfect date for their partner. However, there are many loving, caring, and generally great people out there who simply can’t think of a single romantic thing to do, let alone create the ultimate Valentine’s Day experience for their loved one. If you are looking for some great date ideas that will put a smile on your partner’s face and melt their heart, then just keep on reading. I’ve got a pretty big list of choices for you. Here are some great ideas ranging from tried and true classics, to the fun and slightly unconventional.

1. Rom-coms marathon

This is a very basic yet highly romantic way of spending the day with your partner. Take a few days to prepare the right playlist and create a romantic atmosphere at home. You can order out some food, open a bottle of wine and cuddle up in front of the TV.

2. Recreate your first date

Rated pretty high on the “romantic gestures scale,” this is guaranteed to impress your significant other. It requires a good memory and a bit of work to make it just right, but it is well worth it. Walk down the same streets where you first kissed and have a couple of drinks in that old coffee shop where you had your first drinks together. Don’t be afraid to spend a bit extra and add a little romantic gift into the mix.

3. Cook for your loved one

Start researching good recipes for a romantic dinner for two, get the right ingredients and prepare a couple of practice dinners to make sure you’ve got your technique and presentation down pat. Cooking for someone can be a big turn on and you can create some incredible meals without spending too much money. Take it up a notch by dressing classy, decorating your dining room and presenting your partner with a printed menu.

4. Organize your very own ancient Greek party

Here’s another one of those creative date ideas for the stay-at-home couple. The ancient Greek private party can be a very fun and erotic experience. You can decorate by using big bowls full of grapes, spreading some white sheets all over the place, placing some plastic vines here and there, putting up a few posters depicting Greek parties and having plenty of wine lying around. Wear nothing but light sheets or costumes and channel some of that hot-blooded Greek spirit.

5. A romantic weekend getaway in the mountains

For those looking for a change of scenery and an escape from the busy city, there is nothing better than a quiet, romantic weekend in the mountains. There are plenty of fun activities like skiing that will keep you active. You can have fun making a snowman or engaging in a snowball fight, and, of course, there is plenty of privacy and great room service waiting for you back at your room.

6. Fun day at the shooting range

A bit unconventional but an incredibly fun and exciting date that will get your blood pumping and put a huge smile on your faces. Try out a number of guns and have a bit of a competition. Some outdoor ranges have fully automatic rifles, which are a blast to shoot.

7. Rent an expensive sports car for a day

Don’t be afraid to live large from time to time—even if you can’t afford the glamorous lifestyle of the stars, you can most definitely play pretend for a day. Put on some classy clothes and drive around town in a rented sports car. The quick acceleration and high speed are sure to provide an exhilarating experience.

8. Go on a shopping spree together

Very few things can elicit such a huge dopamine rush as a good old shopping spree. Get some new lingerie, pretty shoes, a nice shirt and tie, a couple of new video games or whatever else you need or want. This is a unique chance to bond, have fun and get some stuff that you’ve been waiting to buy for a while now.

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9. Hit the clubs

For all the party animals out there, one of the best date ideas is to go out drinking, dancing, and just generally enjoying the night life. Visit a few good clubs, then go to an after-party and keep that party spirit going for as long as you can.

10. Spend the day driving around the city and visiting new places

This one is geared towards couples who have been together for a year or two and want to experience a few new things together. Visit a few cool coffee places on the other side of town, check out interesting restaurants you’ve never been to, and consider going to see a play or having fun at a comedy club on open mic night.

11. Wine and chocolates at sunset

Pick out a romantic location, such as a camping spot on a hill overlooking the city or a balcony in a restaurant with a nice view, open a bottle of wine and a box of chocolates and wait for that perfect moment when the sky turns fiery red to embrace and share a passionate kiss.

12. Ice skating

There is something incredibly fun about ice skating that brings people closer together and just keeps you laughing (maybe it’s all the falling and clinging to the other person for dear life). You can have some great fun and then move on to a more private location for some alone time.

13. Body painting

Speaking of private locations and intimate moments, body painting allows you to spice things up back at your place and add a new element of fun to foreplay. You’ll need adequate body paints and some brushes and the rest is up to you. You can do tiger stripes, paint a t-shirt on your partner, or go for something more abstract—the choice is yours.

14. Model clothes for each other

This one goes well when combined with a shopping spree, but you can just get a bunch of your clothes—old and new—from the closet, set up a catwalk area and then try on different combinations. You can be stylish, funny or beautiful. It’s a great after-dinner show and a good way to transition into a more intimate atmosphere.

15. Dance the night away

If you and your significant other are relatively good dancers, or if you simply enjoy moving your body to the rhythm of the music, then a night at salsa club or similar venue is the perfect thing for you. Alternatively, you can set up dance floor at home, play your favorite music, have a few drinks and dance like there is no tomorrow.

16. Lock the doors, turn off the phones and have the whole house to yourselves

This one might seem a bit obvious and kind of redundant seeing as how I’ve already mentioned a bunch of stay-at-home date ideas that require this step as a prerequisite, but when I say, “Have the whole house to yourselves,” I literally mean turning the whole house into romantic stage where you can explore your fantasies. Decorate each room a bit differently, have a lot of snacks and drinks lying around, put a bunch of blankets and pillows on the floor and go from room to room throughout the day. You can start off with a steaming shower, have a romantic meal, then watch a movie cuddled up on the couch and eventually make your way to the bedroom.

17. Organize a nature walk

Being outside has many health benefits, but what you are going for is the beautiful view, seclusion, and the thrill of engaging in some erotic behavior out in the open. You can rent a cottage far from the city, bring some food and drinks, and explore the wilderness. This is nice way to spice things up a bit and get away from the loud and busy city life.

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18. Act out a fun scenario wearing costumes

Some role-playing may be just the thing you need to spice up your love life after a few years of being together, but it can be a very fun experience for new couples as well. Work on the scenario together (wounded soldier and nurse, a female cop arresting a robber, etc.), buy the right costumes and accessories beforehand and find a good setting. You could also rent a hotel room to add to the forbidden-fruit vibe.

19. Travel abroad

This takes a bit of planning in advance and may be a bit costly, but if you can afford it, there are very few things that can match a trip to France, Italy, Egypt, Turkey, Greece, or a number of other excellent locations.

20. Go on a hot-air balloon ride

These are very fun and romantic—you get an incredible view, get to experience the thrill of flying, and you’ve got enough room for a romantic dinner and some champagne. Just be sure to wear warm clothes, it can get pretty cold high up in the air.

21. A relaxing day at the spa

Treat your body, mind and senses to a relaxing day at the spa. You and your partner will feel fresh, comfortable and relaxed—a perfect date for the more serious couples who don’t get to spend as much time with each other as they’d like.

22. A trip down memory lane

This one is great for long-term couples who will benefit from reminiscing about all of their fondest memories together from the start of the relationship through to the present, reliving some of the most significant moments they shared.

23. Fun times at a karaoke bar

A great choice for couples celebrating their first Valentine’s Day together—it’s fairly informal and inexpensive, yet incredibly fun and allows for deeper bonding. Once you have a few drinks in your system and come to terms with the fact that you are making a complete fool of yourself, you’ll have the time of your life!

24. Helicopter tour of the city followed by dinner

A modern equivalent to the hot-air balloon ride, the helicopter tour is among the more reasonably priced date ideas and is incredibly romantic and exciting. After about half an hour or an hour of sightseeing you can finish off the upper-class experience by dining in a nice restaurant.

25. Horseback riding

Horseback riding is incredibly fun, especially if you’ve never done it before. And what girl doesn’t dream of a prince coming to take her on an adventure on his noble steed? It evokes a sense of nobility and is a very good bonding experience.

26. Plan a fun date night with other couples

Take a break and rent a cabin in the woods, go to a mountain resort, a couple’s retreat, or just organize a huge date night at someone’s place and hang out with other couples. This is a great option for couples who have spent at least one Valentine’s Day together and allows you to customize your experience to suit your needs. Also, you can always retire early and get some alone time with your partner if you so desire.

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27. Cocktail night

This can be done privately, or with other couples if you are organizing a group Valentine’s Day celebration at someone’s house. All you need is a bunch of different drinks, a few accessories like fruit and spices, and internet access to check out some cool recipes online. Try out all sorts of fun cocktails and mix some brand new ones on your own. Make it a fancy dress night for added fun.

28. Make reservations at an exclusive restaurant

A fairly old school move, except this time you can pick out a restaurant that serves a particular type of cuisine you’ve never tried before. Go for a place that has unusual menus and likes to make a show out of presenting the food, rather than just going for your regular “suits and monocles” type venue.

29. Go to a concert

There are a whole bunch of things happening around Valentine’s Day, so go online and check out what’s happening near you. You’ll surely be able to find tickets for a cool concert or some type of festival with live music.

30. Fancy night on the town

Buy some elegant new clothes, rent a limo for the night and go to a nice restaurant, followed by a jazz club or gallery exhibition. Walk tall, make a few sarcastic quips, and have a few laughs with your partner while letting your inner snob take charge for a few hours.

31. Take a tour of the historical and cultural sites of your city

For the cultured crowd and history buffs among us, a day spent learning about some of the local history and delving deeper into national culture is both incredibly fun and a great way to share a unique experience with a loved one. You’d be surprised to find just how much you don’t know about the place you live in.

32. Live out a James Bond film at a casino

A beautiful lady in a simple yet sensual, form-fitting, black dress, and a strong and handsome, if somewhat stern-looking man in a fine suit walk up to a roulette table with drinks in hand and place bets at random as they smile at each other seductively. This is a scenario most of us wish to play out, but rarely get a chance. It can be a bit costly, but this is one of the most incredibly adventurous and romantic date ideas.

33. Go bungee jumping

People in long-term relationships often talk about things like keeping a relationship fun and exciting, doing new things together, trusting each other and using aphrodisiacs. Well, bungee jumping is a fun, exhilarating activity you can both enjoy; it requires trust and the adrenaline rush you get from it is better than any aphrodisiac out there. Just saying, give it a shot and you won’t regret it.

34. Take a tour of a winery or brewery

Taking a tour like this can be a great opportunity to learn new things about wine or beer (or perhaps whiskey) and how it is made, while at the same time getting a chance to taste some excellent drinks and get a few bottles for later in the evening.

35. Make a fun music video

Meet up earlier in the day, take decent camera, and start shooting a music video. Rehearse the lyrics (you can even make up your own silly song), dress up, and start filming. You’ll have tons of fun doing it and you can edit the video later and have a cool memento.

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36. Play some sports

Some one-on-one basketball, a soccer match against another couple, a bit of tennis, or even something as simple as a table tennis tournament (make it fun by stripping off items of clothing when you lose a game). You can combine this with date idea #13 and paint team uniforms on each other and play in the nude.

37. Visit a club with live music

A great option for just about any couple—pick a club that has live performers (whether it’s jazz, rock or even a poetry reading) and dress up for the occasion. Be sure to make reservations in advance to avoid the Valentine’s Day rush, and focus on making your date feel comfortable.

38. Take skydiving lessons

Another adrenaline-filled date, skydiving is sure to get your heart racing like crazy and leave you with a goofy grin for the rest of the day. You can offset all the excitement by ending the day with a quiet dinner at home.

39. Go for some paintball

Playing war games is an excellent way to get your body moving, focus on some of that hand-eye-coordination, and engage your brain in coming up with tactical solutions in the heat of the moment. It is also a great bonding experience, adrenaline-fueled fun, and role-playing all wrapped into one. And when you get back home, you can always act out the wounded soldier scenario (see #18).

40. Fill the whole day with random fun activities

Just say no to plans, reservations and clichés—take your partner by the hand, have your credit card ready and just go out and have some fun. Bowling, followed by a drink at a coffee shop and then a romantic movie? Sure, why not? Going for lunch at a nice restaurant and then organizing a double-date game night? Go right ahead. Going for a long walk in the park, visiting a museum, followed by romantic meal at home and then going out to a club? Hey, who am I to say no? You can use some of the ideas from this article and mash them up together to create a fun-filled Valentine’s Day you’ll both remember.

There you go, a whole bunch of useful date ideas for all you loving couples out there. You can pick out any one of these, make some adjustments or even combine different options to create the perfect Valentine’s Day date for your significant other. Plan ahead, have fun and celebrate your love proudly.

Featured photo credit: Relevante design via unsplash.com

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