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Many people understand “names, names, names” to mean that the newspaper’s primary focus should be on local news and local people, a mission not unheard of for a local publication. What is unexpected about Adams’ message, however, is that he means much more than that.
He truly means that the paper should publish as many names of individual people as possible. “Names, names, names” isn’t just a memorable way of saying “focus on local news.”
It literally means what it says. Hoover explains, “If I could, I’d publish pages from the phone book to get names. In fact, if I could gather up enough names I’d hire more typesetters to lay out more pages so they’d fit.”
It is when Adams took the message down an unexpected path of implications that his message was truly surprising. You can find this idea in Made to Stick. I copy/pasted the above text from this post:https://youexec.com/book-summaries/made-to-stick-why-some-ideas-survive-and-others-die-djwhukj …
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