We try to fit any new idea that comes our way into our mental model that we have built up since we were born. Every aspect that fits the model is absorbed easily but also easily forgotten, it does not stand out. It becomes interesting when things are counter intuitive, when it does not seem to make sense. Two implications for presentation design:
  1. Use this to build your story line. Here is how things are done, here are the limitations, but we can solve things by coming at it from the a completely different angle. 
  2. Use this to predict the type of questions the audience will have. It is better to answer the big obvious question in your presentation, rather than rely on Q&A to bring out the key point of your presentation.

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