What Makes an Idea Interesting

Introduction

• Presenter: Vicki
• Topic: How to articulate thoughts so that ideas spread
• Series: Part two (part one covers the basic framework used by Steve Jobs)
• Goal: To move people from understanding to finding your ideas amazing and shareable

Lecture Structure

1. What makes an idea interesting?
2. Four-letter framework (MAYA) for structuring thoughts
3. Examples
4. Bonus four-letter framework for compounding interest (AIDA)

What Makes an Idea Interesting?

• Human Paradox: Neophilic (love for new things) vs. Neophobic (fear of new things)
• Neoteny: Retaining juvenile characteristics like curiosity
  • Allows for lifelong learning and adaptation
• Mere Exposure Effect: Familiarity increases likability
• Balancing Act: New but not too new
  • Academic proposals: Novel ideas get less funding compared to familiar ideas with new twists

Four-Letter Framework: MAYA

• Origin: Raymond Loewy, industrial designer (Coca-Cola, Shell, Nabisco)
• MAYA: Most Advanced Yet Acceptable
• Application: Balance surprise with familiarity
  • For new ideas: Connect to something familiar
  • For familiar ideas: Inject surprise immediately

Examples

• Airbnb: 'eBay for houses'
• Uber: 'Airbnb for cars'
• Apple's First iPhone Ad: Simple structure to introduce new idea
• iPod Ad: Familiar scene + new context
• iPhone Ad (later): Focus on specific new features rather than context

Key Techniques

• New Idea:
  • Connect to something familiar
  • Spark curiosity without giving too many details
• Familiar Idea:
  • Focus immediately on new elements
  • Use aspiration and surprise

Bonus Framework: AIDA

• AIDA: Attention, Interest, Desire, Action
• Marketing Principles: Fundamental to spreading ideas
• Application in Ads: Both iPod and iPhone ads use AIDA
  • Attention: Link to familiar
  • Interest: Share revolutionary aspects in familiar context
  • Desire: Highlight new benefits
  • Action: Guide customer journey
• Combination: MAYA + AIDA = Effective idea dissemination

Conclusion

• Call to Action: Comment, like, subscribe
• Next Steps: Check out other videos in the series

---

Tips for Effective Ideation

• Balance new and familiar elements
• Use storytelling to spark curiosity
• Implement AIDA principles for marketing ideas effectively