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PRINCIPLE 1 SIMPLE PRINCIPLE 2 UNEXPECTED PRINCIPLE 3 CONCRETE PRINCIPLE 4 CREDIBLE PRINCIPLE 5 EMOTIONAL PRINCIPLE 6 STORIES © 2008 by Chip and Dan Heath. All rights reserved. Do not replicate without written permission.

NBEF!up!TUJDL TVDDFTt!Npefm! · nbef!up!tujdl tvddftt!npefm! xxx/nbef!up!tujdl/dpn principle 1 simple principle 2 unexpected principle 3 concrete principle 4 credible principle 5

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Page 1: NBEF!up!TUJDL TVDDFTt!Npefm! · nbef!up!tujdl tvddftt!npefm! xxx/nbef!up!tujdl/dpn principle 1 simple principle 2 unexpected principle 3 concrete principle 4 credible principle 5

PRINCIPLE 1

SIMPLE

PRINCIPLE 2

UNEXPECTED

PRINCIPLE 3

CONCRETE

PRINCIPLE 4

CREDIBLE

PRINCIPLE 5

EMOTIONAL

PRINCIPLE 6

STORIES

© 2008 by Chip and Dan Heath. All rights reserved. Do not replicate without written permission.

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