• David de Souza

Read Me

Updated: Jun 15


Surprise and curiosity are powerful hooks for a reader. This book suggests an interesting technique: start your writing a couple of sentences into your argument. This will create a jolt that will grab the reader's attention. Want to dig deeper than the core principles? Check out:

Core Principles



I have taken the lessons from this book and distilled them into 8 core principles:


  1. Be a rebel with sufficient independence of mind to express your private opinion and not the party line.

  2. The best headline would be one written about literally me! The more you can make the ad personally relevant the better.

  3. Use surprise. One way to do this is to start a couple of sentences into your argument. This will create a jolt that will grab the reader's attention.

  4. 'The essence of drama is conflict' - if a brand story contains tension it will be more readable and memorable.

  5. If you can't find a story turn a description into an intriguing tale.

  6. Use language that encourages readers to join the tribe by aligning themselves.

  7. Use Repetition, Alliteration, Rythme (ARR)

  8. Use different tenses for different effects:

  • 1st person (I/we/us/our) = warmth / subjective opinions

  • 3rd person (s/he, it, they, its, their) = formal / objective points

  • 3rd person creates distance from the writer and reader

Remember These Core Principles:


I've condensed the core principles into an image, making memorization easier. Use this image, its caption, and Quizlet as a memory aid to help you remember the 80/20 from this book:


A surprising tale about, ,e, the 1st Person, to see a tribe rebel conflict.

Q: What does 'surprising' refer to?

A: Use surprise. One way to do this is to start a couple of sentences into your argument. This will create a jolt that will grab the reader's attention.


Q: What does 'tale' refer to?

A: If you can't find a story turn a description into an intriguing tale.


Q: What does 'me' refer to?

A: The best headline would be one written about literally me! The more you can make the ad personally relevant the better.


Q: What does '1st Person' refer to?

A: Use different tenses for different effects:

  • 1st person (I/we/us/our) = warmth / subjective opinions.

  • 3rd person (s/he, it, they, its, their) = formal / objective points.

  • 3rd person creates distance from the writer and reader.


Q: What does 'tribe' refer to?

A: Use language that encourages readers to join the tribe by aligning themselves.



Q: What does 'rebel' refer to?

A: Be a rebel: with sufficient independence of mind to express your private opinion and not the party line.


Q: What does 'drama' refer to?

A: 'The essence of drama is conflict' - if a brand story contains tension it will be more readable and memorable.


Q: What does 'ARR' refer to?

A: Use Repetition, Alliteration, Rythme (ARR)



Let me know how these summaries can be improved? Contact me via Email (david@thisdomain.co) or on Twitter



The 80/20 of Worldly Wisdom: