# Hit Makers ## Metadata * Author: [Derek Thompson](https://www.amazon.comundefined) * ASIN: B01HNJIJ58 * ISBN: 110198032X * Reference: https://www.amazon.com/dp/B01HNJIJ58 * [Kindle link](kindle://book?action=open&asin=B01HNJIJ58) ## Highlights His lullaby was an instant success not because it was incomparably original, but because it offered a familiar melody in an original setting. — location: [153](kindle://book?action=open&asin=B01HNJIJ58&location=153) ^ref-20038 --- This is the first thesis of the book. Most consumers are simultaneously neophilic—curious to discover new things—and deeply neophobic—afraid of anything that’s too new. The best hit makers are gifted at creating moments of meaning by marrying new and old, anxiety and understanding. They are architects of familiar surprises. — location: [161](kindle://book?action=open&asin=B01HNJIJ58&location=161) ^ref-56620 --- It is rarely sufficient to design the perfect product without designing an equally thoughtful plan to get it to the right people. — location: [198](kindle://book?action=open&asin=B01HNJIJ58&location=198) ^ref-16722 --- For better and for worse, people tend to gravitate toward the familiar, and technology shapes these familiarities. — location: [249](kindle://book?action=open&asin=B01HNJIJ58&location=249) ^ref-14215 --- One of the themes of this book is that 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. — location: [274](kindle://book?action=open&asin=B01HNJIJ58&location=274) ^ref-9801 --- my goal is to tell a complex story in a simple way. — location: [276](kindle://book?action=open&asin=B01HNJIJ58&location=276) ^ref-13382 --- Gustave Caillebotte. — location: [293](kindle://book?action=open&asin=B01HNJIJ58&location=293) ^ref-27868 --- were nearly nullified by something else—the power of repeated exposure. — location: [379](kindle://book?action=open&asin=B01HNJIJ58&location=379) ^ref-56500 --- People simply liked whatever shapes and words they saw the most. Their preference was for familiarity. — location: [430](kindle://book?action=open&asin=B01HNJIJ58&location=430) ^ref-21835 --- savanna. The evolutionary explanation for the exposure effect is simple: If you recognize an animal or plant, then it hasn’t killed you yet. — location: [438](kindle://book?action=open&asin=B01HNJIJ58&location=438) ^ref-34182 --- The more scientifically rigorous explanation for beauty is that people are attracted to faces that look like lots of other faces. — location: [449](kindle://book?action=open&asin=B01HNJIJ58&location=449) ^ref-60484 ---