Chapter 3
Insights and hooks
3.5 Field trips and freshness stores
3.7 Crafting a compelling hook
SPEED READ
3. Insights and hooks
3.1 That’s funny . . .
A good insight can make the rest of the creative process feel straightforward. But as scientist and writer Isaac Asimov said: ‘The most exciting phrase to hear in science, the one that heralds new discoveries, is not “Eureka!” but “That’s funny . . .”.’
Now, it doesn’t matter if it’s ‘funny ha ha’ or ‘funny peculiar’. Both are signals from the brain that something doesn’t fit with the normal way of seeing the world.
‘That’s funny . . .’ is ...
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