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"Made to Stick" Presentation


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Class Presentation: "Made to Stick" vs. "SWITCH How to change things when change is hard" by Chip & Dan Heath

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"Made to Stick" Presentation

  1. 1. Made to Stick DREW, STEVE, LINDSAY, DANIA, WANDA JULY 27, 2015
  2. 2. Principles of Made to Stick Simple Unexpected Concrete Credible Emotional Stories
  3. 3. SIMPLE  Find the core  Share the core  Use generative analogies “If you say three things, you don’t say anything.” - James Carville, political advisor to Bill Clinton
  4. 4. UNEXPECTED Violate People’s Expectations Elements of Surprise Three Things: Identify the message Counterintuitive Break the audience’s guessing machines
  5. 5. CONCRETE Don’t be Vague Use Real Images and Examples
  6. 6. CREDIBLE How do we Get People to Believe in our Ideas? External Validation Statistics (Input) Vivid Details + Persuasive Internal Sources (Textile Company) Anti-Authority (Anti-Smoking Campaign) Audience (Testable Credential) Story from the past (Sinatra Test) Don’t Trust Intuition (Availability Bias)
  7. 7. EMOTIONAL How to Make People Care About our Messages? Empathy (Focus on One) Core (Curse of Knowledge) Piggyback (Association with Existing Emotions or Ideas) Appeal to Self-Interest (Emphasize THEIR Benefits WIIFY) Positioning (Incentives Organizations Maslow vs. Own Perception) Higher Purpose (Iraq – “Don’t Mess with Texas”) Empathy
  8. 8. STORIES The Challenge Plot The Connection Plot The Creativity Plot “A story is powerful because it provides the context missing from abstract.”
  9. 9. Made to Stick vs. Switched Psychology of the audience Theoretical vs. Actionable Playing to emotions Similar presentation of content
  10. 10. EVALUATION  Ideas are more memorable if you communicate 6 principles Tell you why they are important and ten apply it through success stories and case studies Creating curiosity, simplicity, curse of knowledge Easy to read well written Relatable Acronym SUCCES Too many examples