Think you know how to make something cool? Mid-century industrial designer Raymond Leowry sure did. He's behind some of the most iconic pieces of American culture, including the Coke bottle and the Shell logo.
In this video, Derek Thompson of The Atlantic shares Leowry's effective MAYA (Most Advanced. Yet Acceptable) principle. The trick is this, Thompson says:
To sell something surprising, make it familiar. To sell something familiar, make it surprising.
Science even backs him up.