Hit Makers

audiences are hungry for meaning, and their preferences are guided by an interplay between the complex and the simple, the stimulation of new things and a deep comfort with the familiar.

In 2015, the technology analyst Mary Meeker reported that one quarter of America’s media attention is devoted to mobile devices that did not exist a decade ago.

the most special experiences and products involve a bit of surprise, unpredictability, and disfluency

Exposure breeds familiarity, familiarity breeds fluency, and fluency often breeds liking.