To ensure an idea spreads, it must first stick in people’s minds. An idea requires something unique, catchy, and attention-grabbing to stand out amidst the constant flow of information. The appeal of a message plays a pivotal role in its sticking power. Often, even minor adjustments in how a message is presented can make a significant difference.

For instance, back in 1954, Winston, a cigarette brand, advertised its new filter cigarettes with the slogan, “Winston tastes good like a cigarette should.” They intentionally introduced a grammatical error (using “like” instead of “as”), creating a sensation. This clever twist made the message memorable, and it quickly spread like wildfire, propelling Winston to become the most popular cigarette brand in the US.

In another example from the world of television, Sesame Street achieved tremendous success by introducing an innovation. Initially, the show maintained a clear separation between scenes featuring “fictional” characters (the Muppets) and those with real actors on the street. However, when the creators realized that children found this separation dull, they made a small yet pivotal change by bringing the Muppets into the real scenes. This adjustment added an extra layer of appeal to Sesame Street, making it captivating for its audience. The rest, as they say, is history. The lesson here is clear: for an idea to spread, it must first capture people’s attention and stick in their minds.