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

1. Made to Stick
DREW, STEVE, LINDSAY, DANIA, WANDA
JULY 27, 2015

2. Principles of Made to Stick
Simple
Unexpected
Concrete
Credible
Emotional
Stories

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. UNEXPECTED
Violate People’s Expectations
Elements of Surprise
Three Things:
Identify the message
Counterintuitive
Break the audience’s guessing machines

5. CONCRETE
Don’t be Vague
Use Real Images and Examples

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. 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. STORIES
The Challenge Plot
The Connection Plot
The Creativity Plot
“A story is powerful
because it provides the
context missing from
abstract.”

9. Made to Stick vs. Switched
Psychology of the audience
Theoretical vs. Actionable
Playing to emotions
Similar presentation of
content

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