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Made to Stick

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Made to Stick - Why some ideas survive and others die.
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Made to Stick

  1. 1. MADE STICK TO WHY SOME IDEAS SURVIVE AND OTHERS DIE by Chip Heath & Dan Heath
  2. 2. 6 PRINCIPLES of Sticky Ideas S.U.C.C.E.S.(s) Simple Concrete Unexpected Credible Emotional Story
  3. 3. Simple= CORE & COMPACT “Finding the core” means stripping an idea down to its most critical essence. To get to the core, we've got to weed out superfluous and tangential elements. To make a profound idea compact you've got to pack a lot of meaning into a little bit of messaging. If we’re to succeed, the first step is this: Be Simple.
  4. 4. "A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” ADOPT THE SAME MENTALITY AS A DESIGNER OF IDEAS – KNOW HOW MUCH CAN BE WRUNG OUT OF IDEA BEFORE IT LOSES IT’S ESSENCE simple
  5. 5. UNEXPECTED Getting Interest CREATE MYSTERY. HIGHLIGHT A KNOWLEDGE GAP. TEASE WITH INFORMATION. Maintaining Interest
  6. 6. GETTING INTEREST △ Methods: ▲ Break a pattern ▲Open a knowledge gap ▲Pose a question or puzzle ▲ Challenge people to predict an outcome ▲Use a mystery story
  7. 7. MAINTAINING INTEREST △ Methods: ▲ The gap theory of curiosity ▲ Close knowledge gaps while opening new ones ▲ Turning point concept ▲ Shift from conveying information to deciding what questions you want your audience to ask
  8. 8. EXAMPLE: NORDSTROM △ Nordstrom is a departmental store known for outstanding customer service. ▲ Staff ironed a new shirt for a customer who needed it for a meeting that afternoon ▲ who made a last-minute delivery of party clothes to a frantic hostess ▲ warmed customers’ cars in winter while they finished shopping
  9. 9. CONCRETE NATURALLY STICKY IDEAS ARE FULL OF CONCRETE IMAGES, BECAUSE OUR BRAINS ARE WIRED TO REMEMBER CONCRETE DATA.
  10. 10. HELP PEOPLE UNDERSTAND AND REMEMBER Velcro Theory of Memory Imagine your brain as having the thousands of loops of a piece of Velcro™ - representing all of its diverse ling cabinets of memory. The more hooks in your idea, the better. Make them experience the idea. HELP PEOPLE COORDINATE Find a way to invite people to the table, to help them bring their knowledge to bear.
  11. 11. CREDIBILITYHow do we make people believe our ideas?
  12. 12. HELP PEOPLE BELIEVE 1. External Credibility ▷ Endorsement of authorities and anti-authorities (stories with real people). ▷ Honesty and trustworthiness matters, not status! 2. Internal Credibility ▷ Boost Credibility – use vivid details ▷ Make statistics available. “Humanize” them. ▷ Sinatra Test – “If you can make it there, you can make it anywhere.”
  13. 13. Emotional HOW TO MAKE PEOPLE CARE ABOUT OUR IDEAS?
  14. 14. APPEAL TO SELF - INTEREST If you want people to care, tap into things that they care about. We get them to take off their Analytical Hats. We create empathy for specific individuals. We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities – not only to the people they are right now, but also to the people they would like to be.
  15. 15. Stories TO STIMULATE & INSPIRE
  16. 16. Stories naturally embody most of the S.U.C.C.E.S(s) framework. ❀ Stories are almost always Concrete. Most of them have Emotional and Unexpected elements. ❀ The hardest part of using stories effectively is making sure that they’re Simple – that they reflect your core message. ❀ We just need to be ready to spot the good ones that life generates every day.
  17. 17. CHEAT SHEET For an idea to stick, it must make the audience: 1. Pay attention - UNEXPECTED 2. Understand and remember it - CONCRETE 3. Agree / Believe - CREDIBLE 4. Care - EMOTION 5. Be able to act on it - STORY

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