If you’re going on holiday over the next few weeks, there’s a good chance you’ll experience what’s known as…
Shout out to subscriber, Jono Hey for this incredible image, Sketchplanations
And behind this incredible image (created by one of our very own readers, Jono Hey), is a principle that explains why some ideas travel and why others don’t.
Nobody repeats an idea they can’t name.
I share this because if you’re anything like me, there is probably a gap between the number of ideas you have and the number of ideas you’ve given a name.
And if we want our ideas to achieve virality (on and offline), then this matters.
When we give our ideas a name, two things happen:
They feel more tangible to the listener 🎯
They become easier to repeat ♻️
Case in point? The Three Day Effect isn’t actually Jono’s idea, it’s from a river rafting guide called Ken Sanders as he explains here.
So what makes a good name?
There are always exceptions to the rule, but in my experience, good names:
Use the Rule of Three (or Four Words)
Here are a few of mine: E.g. The Trauma Trap, The Aristotle Test, The TIT Dilemma, The TEDx Graveyard, The Optimism Play, The Curiosity Gap, The Trigger EventImply a tension:
See above. And most importantly of all…Evoke the response
“Tell me more.”
A final thought…
Giving an idea a name and putting it out into the world can make it feel rather official, can’t it?
Well, the truth is, every single one of those names I mentioned above, I made up on the very day I was writing about it (most likely for this newsletter).
The naming of an idea is an experiment in itself, to see what sticks (and what doesn’t).
Permission to not over think it!
Alex
P.s. Found this article useful? It would mean the world if you’d give us a one-liner testimonial.
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