Concrete details make ideas easier to grasp and remember. For example, comparing movie theater popcorn's saturated fat content to multiple high-fat meals makes the health message more impactful. 'A medium-sized “butter” popcorn at a typical neighborhood movie theater contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings—combined!' | Chip Heath | Made to Stick

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The Power of Concrete Details

Concrete details make ideas easier to grasp and remember. For example, comparing movie theater popcorn's saturated fat content to multiple high-fat meals makes the health message more impactful. 'A medium-sized “butter” popcorn at a typical neighborhood movie theater contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings—combined!'

-- Chip Heath