People Remember What You Say When You Paint a Picture
Joyce Park stashed this in Tech biz
Good reminder that the best communication causes a concrete image to form in the person's mind, based on some new science to back up what literary criticism already done told us. Even in the supposedly cold, objective realm of business a phrase like Steve Jobs's deathless neg "Do you want to sell sugar water?" is actually far more powerful than his followup goal, "or do you want to help me change the world?"
Yes, Jobs knew that when people can see it, they want it.
Adam Grant tweeted: "People perform better when they can literally see what you're saying. Fascinating research on conveying a vision."