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Ideas and products and messages and behaviors spread faster when they carry your message in a single line or paragraph: a Quote.
To feel the impact a Quote can have, here are three Americans Quotes from this book:
'We Americans have no commission from God to police the world. - Benjamin Harrison'
'So-called 'sustainable development'... is meaningless drivel. - James Lovelock'
'- I ask for your support. - Richard M. Nixon'
Three characteristics—one, contagiousness; two, the fact that little words can have big effects; and three, that insight happens not gradually but at one dramatic moment, using the right profound words—are the same three principles that define how an idea takes off, or a product goes viral.
Of the three, the third, profound, trait… is the most important, because it is the principle that makes sense of the first two and that permits the greatest insight into why some ideas stick, some changes last, some words leave an impression, and others don't.
This book will give you the opportunity to find that right Quote that can change it all.
Melissa Harris is the founder and CEO of M. Harris & Co., a Chicago-based marketing agency. She spent fifteen years as a journalist at the Orlando Sentinel, The Baltimore Sun, and Chicago Tribune. She serves as an entrepreneur in residence at the Polsky Center for Entrepreneurship and Innovation at the University of Chicago and on the governing board of The Bulletin of the Atomic Scientists.
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