Page 116: It talks about a concept from Dan Heath’s book, Made to Stick, called “Three Ways” to find the emotional core of an idea. Write down why you think people are doing something.
Than ask “why is this important?” three times. Each time you do this, note your answer, and you’ll notice that your drill down further and further towards uncovering not only the core of an idea, but the emotion behind it.
For example, Take online search.
1. Why is search important? Because people want to find information quickly.
2. Why do they want to do that? So they can get answers to what they are looking for.
3. Why do they want those answers? So they can connect with people, achieve their goals, and fulfill their dreams. Now that’s starting to get more emotional
