%% date:: [[2023-01-04]] %% # [[Making it stick]] Making it "stick" refers to the process of creating [[Thought Leadership Content]] that people not only accept, but remember. This process is useful for any type of [[Writing]] or [[Content Creation]], but it's especially relevant to thought leadership content because thought leadership content is already, by its very nature, unusual and sometimes contrary to popular belife. ## Techniques for making it stick ### Coin a concept Giving something a good, catchy name helps solidify the concept in your readers' minds. I have mixed feelings about this, though, because I *hate* when people create jargon for the same of creating jargon-- or for the sake of selling copies or courses. It just feels rather disingenuous. Instead, I prefer to focus on [[Create engaging titles|creating engaging titles]] that are NOT clickbait. If you *must* name something, make sure there's not already a more common name for it. Ideally, you should call something a name that doesn't need to be explained, one to which your audience might respond: "Oh, *that's* what you call it! I know exactly what you're talking about because that happens to me too!" ### Borrow an existing framework Use [[Mental models]] that already exist in [[Popular culture]], and then apply it to your industry or topic. Here are some examples: [^ryanlaw] - [[Chekhov's gun]] - [[Aggregation theory]] - All models are wrong, some models are useful. - Arbitrage In one way, you might say that using a proven or well-known concept to emphasize or explain your point is a form of [[Fame-jacking]]: you're connecting your new idea with an old, trusted idea so that your idea goes further. I think this makes sense, if you are [[The basis of anti-marketing is authenticity|genuine]] about it. Some people find it easier to undestand a new concept if you find a way to show that it's not all new. ### Create your own concepts This is more genuine than the previous two: it entails actually creating a new idea. It's more difficult to do, and more difficult to explain, but it is at least 100% you. ### Reference yourself. When you create content that builds upon your body of work, organically reference other work you've created. Reference concepts you've coined and ideas you've had. [^ryanlaw]: Law, R. (2022). *How to write thought leadership content*. [[How to Write Thought Leadership Content|My course notes.]]