The Jaws effect
And the surprising power of using vivid language to persuade people
Remember Steven Spielberg's blockbuster movie Jaws?
When Spielberg started shooting it he didn't have a finished script or a working shark.
Spielberg spent $250,000 on a mechanical shark nicknamed Bruce.
But on the very first day of shooting the shark sank.
And in less than a week Bruce's electric motor got damaged because saltwater got inside.
Soon Spiel…
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