The Power of Moments: Why Certain Moments Have Extraordinary Impact

by Chip Heath

1. Moments of elevation are experiences that rise above the routine. They make us feel engaged, joyful, amazed, motivated. • Examples: Birthday parties, weddings, football games, public speeches, or spontaneous road trips. 2. Some activities have built-in peaks, such as games or recitals or celebrations. But other areas of life can fall depressingly flat. • High school principal: “We run school like it is nonstop practice. You never get a game.” 3. Here’s our three-part recipe to create more moments of elevation: (1) Boost the sensory appeal; (2) Raise the stakes; (3) Break the script. Usually elevated moments have 2 or 3 of those traits. • The Trial of Human Nature has all three parts: (1) Sensory appeal: The costumes, the real courtroom. (2) Raised stakes: One side will win and capture the glory. (3) Break the script: Everything about the Trial defies the normal rhythms of school. 4. The third part—break the script—requires special attention. To break the script is to defy people’s expectations of how an experience will unfold. It’s strategic surprise. • The Ritz staffers broke the script with their playful photo album for a boy’s lost “Joshie” toy.