Jonah Berger

moved to Philly to help design and launch a new luxury boutique steakhouse called Barclay Prime.

of mind leads to tip of tongue.

A simple way to figure out which discount frame seems larger is by using something called the Rule of 100.
If the product’s price is less than $100, the Rule of 100 says that percentage discounts will seem larger. For a $30 T-shirt or a $15 entrée, even a $3 discount is still a relatively small number. But percentagewise (10 percent or 20 percent), that same discount looks much bigger.
If the product’s price is more than $100, the opposite is true. Numerical discounts will seem larger. Take a $750 vacation package or the $2,000 laptop. While a 10 percent discount may seem like a relatively small number, it immediately seems much bigger when translated into dollars ($75 or $200).

In their wonderful book Made to Stick, Chip and Dan Heath talk about using the “Three Whys” to find the emotional core of an idea. Write down why you think people are doing something. Then ask “Why is this important?” three times. Each time you do this, note your answer, and you’ll notice that you drill down further and further toward uncovering not only the core of an idea, but the emotion behind it.

People don’t want to feel like they’re being told something—they want to be entertained, they want to be moved.

If most students were uncomfortable with the drinking culture, then why was it happening in the first place? Why were students drinking so much if they don’t actually like it?

Because behavior is public and thoughts are private.

One way to make things more public is to design ideas that advertise themselves.

Giving away a makeup carrying case is fine, but women usually apply makeup in the privacy of their bathrooms, so it doesn’t make the brand that observable.

They say that drugs are bad, but they also say that other people are doing them. And as we’ve discussed throughout this chapter, the more others seem to be doing something, the more likely people are to think that thing is right or normal and what they should be doing as well.

By focusing on the positive effects of not taking the wood, rather than on what others were doing, the park service was able to reduce theft.