SlideShare a Scribd company logo
1 of 85
Download to read offline
Summary of the Book Made to Stick
#context
Tipping point
#context
Morton Grodzins

Metropolitan Segregation (1957)
The expression comes from physics where it referred to the adding a
small amount of weight to a balanced object until the additional weight
caused the object to suddenly and completely topple, or tip.
Most of the white families remained in the neighborhood as long as the
comparative number of black families remained very small. At a certain
point, when one too many black families arrived, the remaining white
families would move out en masse in a process known as white flight.
He called that moment the "tipping point".
#context
Malcolm Gladwell

The Tipping Point (2000)
3 rules of epidemics
#context
Connectors are the people in a community who know large numbers of
people and who are in the habit of making introductions.
Mavens are "information specialists", those who are intense gatherers of
information and impressions, and so are often the first to pick up on new or
nascent trends.
Salesmen are "persuaders", charismatic people with powerful negotiation
skills. They tend to have an indefinable trait that goes beyond what they say,
which makes others want to agree with them.
The success of any kind of social epidemic is heavily dependent on the
involvement of people with a particular and rare set of social gifts
1. The Law of the Few
#context
Human behavior is strongly influenced by its environment.
4:10
2. The Power of the Context
#context
The specific content of a message that renders its impact memorable.
Popular children's television programs such as Sesame Street and Blue's
Clues pioneered the properties of the stickiness factor, thus enhancing
effective retention of educational content as well as entertainment value.
3. The Stickiness Factors
#context
A businessman, frequent traveler was returning from a meeting
with clients, and he stopped at the airport bar. An attractive
woman approached him and offered to buy him a drink. He took a
sip of his and… that's the last thing he remembered until...
#context
#context
#context
Why does it stick?
How can I make anything stickier?
Millions of ideas are born everyday, some of them survive and other die.
#quick test
37 grams
of saturated fat
How to make it stickier?
#quick test
Perfection is finally attained not when there is no longer anything to add,
but when there is no longer anything to take away
— Wind, Sand and Stars, Saint Exupery (ch3, p60)
1. Simple
Summary of the Book Made to Stick
“When we understand that slide, we’ll have won the war”
— General McChrystal
#simple
What have they in common?
Decision paralysisIf everything is possible you don’t have freedom,
you have paralysis. Everybody needs a fishbowl.
#simple
#simple
#simple
Revenue decreases when there are too many choices.
#simple
SIMPLE
COMPLEX
is not the opposite of
#simple
complexity of the 

presented idea
complexity of
the reflexion
SIMPLE
COMPLEX
SIMPLISTIC
FRAUD
it’s the planning process that is useful
not the comprehensive plan
#simple
SIMPLE=
Finding the Corethe single most important thing you want to communicate
#simple
CRITICAL BENEFICIALSAYING 3 THINGS IS LIKE SAYING NOTHING. THINK POLITICAL CAMPAIGN.
#simple
complexity of the 

presented idea
complexity of
the reflexion
SIMPLE
COMPLEX
SIMPLISTIC
FRAUDeverything that’s beneficial
everything that’s critical = core
#simple
SIMPLE=
Core + Compactthe single most important thing you want to communicate
Paradoxically, simple is in fact it’s a bit more complex
#simple
SIMPLE
everything that’s critical
Core
Start cooperation and continue to do so until one of the four tests below fails.
1. First impression: A defection on the first move is unacceptable. Revert for tit-for-tat.
2. Short term: Two defections in any three turns is unacceptable. Revert for tit-for-tat.
3. Medium term: Three defections out of the last twenty periods is unacceptable. Revert for tit-for-tat.
4. Long term: Five defections out of the last one hundred periods is unacceptable. Revert for tit-for-tat.
The law of talion (an eye for an eye)
Compact
#simple
Proverbs are short sentences
drawn from long experience
Cervantes said
#simple
POMELOS
USE SCHEMAS
KNOWLEDGE
build on the existing
of your audience
How would you describe it?
#simple
The pomelo (Citrus maxima or Citrus grandis), is a
citrus fruit native to South East Asia. It is usually pale
green to yellow when ripe, with sweet white flesh and
very thick spongy rind. It is the largest citrus fruit,
15-25 cm in diameter, and usually weighing 1-2 kg.
Pomelos are super-sized grapefruits
vs
“
#simple
Use analogies &
metaphors.
Subway employees = “sandwich artists“
Asos = Amazon of clothes

WebSchoolFactory = french version of Stanford
two roles: “tapper” and “listener“
chose a well-known song

and tap out the rhythm on a table. guess the song
What’s the probability that the listener guess your song?
#simple
The Curse of Knowledge
When a tapper taps, it is impossible for her to avoid hearing the tune playing along to
her taps. Meanwhile, all the listener can hear is a kind of bizarre Morse code.
The problem is that once we know something—say, the melody of a song—we find it
hard to imagine not knowing it. Our knowledge has “cursed” us.
— Elizabeth Newton, 1990. Overconfidence in the communication of intent: Heard and unheard melodies.
unpublished doctoral dissertation, Stanford University
#simple
#simple
SIMPLE =
Core + Compact
Your Ennemies:
1. the beneficial
2. the decision paralysis
3. the curse of knowledge
Your Allies:
1. the critical
2. schemas
3. analogy & methapors
Remember what Saint Exupery said.
Simple
Eventually you just have two jobs: getting interest & maintaining interest.
2. Unexpected
#unexpected
2.1. Getting Interest
Try to figure out how do you do that.
#unexpected
1. Getting Interest
Try to figure out how do you do that.
One (easy) way to do it is posing a question.
#unexpected
Break a pattern.
#unexpected
Use contrast
#unexpected
Write the lead of this newspaper story:
“Kenneth L. Peters, the principal of Beverly Hills High School,
announced today that the entire high school faculty will travel to
Sacramento next Thursday for a colloquium in new teaching
methods. Among the speakers will be anthropologist Margaret
Mead, college president Dr. Robert Maynard Hutchins, and
California governor Edmund ‘Pat’ Brown.“
1/3
#unexpected
A good journalist gets the facts & reports them.
To get the facts, you track down the five Ws:
Who, What, Where, When, and Why.
CLUE
2/3
#unexpected
Best lead: There will be no school next Thursday.
Beak schemas.
3/3
#unexpected
#unexpected
2. 2. Maintaining Interest
#unexpected
Open a knowledge gap.
The most successful author all began with a mystery story. Think crime novel.
#unexpected
Quizz
What are the rings of Saturne made of?
a. gas

b. dust particles
c. ice crystals
#unexpected
Quizz
What are the rings of Saturne made of?
a. gas -> Cambridge

b. dust particles -> MIT
c. ice crystals -> Cal Tech
#unexpected
Quizz
What are the rings of Saturne made of?
Answer: ice covered dust
#unexpected
Unexpected
Break patterns, schemas & use contrast.
Make knowledge gaps.
3. Concrete
#concrete
One hot summer day a Fox was strolling through an orchard. He saw a
bunch of Grapes ripening high on a grape vine. “Just the thing to quench
my thirst,“ he said. Backing up a few paces, he took a run and jumped at
the grapes, just missing. Turning around again, he ran faster and jumped
again. Still a miss. Again and again he jumped, until at last he gave up
out of exhaustion. Walking away with his nose in the air, he said “I am sure
they are sour.“ It is easy to despise what you can’t get.
— The Fox and the Grapes, Aesop.
Beware: the conclusion is in the story
but the story is not in the conclusion.
#concrete
Concreteness is a terrific way to dispel the curse of knowledge!
#concrete
Kennedy: “Landing a man on moon 
and returning him safely to the earth “
instead of “strategically targeted
aerospace initiatives“
illustration + vivid target
#concrete
SPECIFIC

MEASURABLE

ATTAINABLE

REALISTIC

TIMELY
GOALS SHOULD BE
#concrete
Break vast things into small
tangible things
1B revenue
IN 5 years
2 NEW CLIENTS
PER DAY
VS
#concrete
THE VELCRO THEORY OF MEMORY
It feels different to remember different kind of things.
Memory is not like a single filing cabinet. It’s more like Velcro.
Remember the capital of Kansas

Remember the first line of “Hey Jude“

Remember the Mona Lisa
Remember the definition of truth
Rememer the definition of watermelon
#concrete
Concrete
vast things into small tangible things
DEFINE SMART GOALS
VELCRO THEORY OF MEMORY
4. CREDIBLE
This is how much sugar a child will get from milk in 5 years
of elementary school — Jamie Oliver (TED)
#credible
Do you know who’s better
than Van Damme?
#credible
#credible
THE ANTI-
AUTHORITY
Renowned expert, public
figure or Nobel laureate
Real peoplevs
#credible
The homeless support organization who
used formerly homeless men as drivers to
pick up financial supporters at the airport
#credible
VIVID DETAILS
The Darth Vader Toothbrush
— Jonathan Shelder & Melvin Manis, University of Michigan, 1986
Experience to simulate a trial. Jurors had to assess the fitness
of a mother and to decide wether her seven-year-old son
should remain in her care.


The transcript was constructed to be closely balanced.
There were 8 arguments against and 8 arguments for.



All the jurors heard the same arguments. The only difference
was the level of details. Eg: “Mrs Johnson sees to it that her
child washes and brushes his teeth before bedtime“ VS “He
uses a Star Wars toothbrush that looks like Darth Vader“.

A suitable parent?
Verdict: 5.8/10 (vivid details) vs 4.3/10 (normal details)
—> 35% increase!!
#credible
The Sinatra Test
If you can make it in NYC, you can make it anywhere
If you’ve done encryption for the NSA, you can do it anywhere.
when one example alone is enough
to establish credibility in a given domain.
#credible
Credible
THE ANTI-AUTHORITY
VIVID DETAILS
THE SINATRA TEST
5. EMOTION
Summary of the Book Made to Stick
Truth Campaign
Remembered spontaneously by 22% of kids
Kids exposed were 66% less likely to smoke
Two years later, smoking had dropped 18% in high school
Link things people care
with others they (yet) don’t care.
WIIFM
What Is In For Me
1. Use the world “You “
2. Make them visualize
themselves experiencing
the benefit.
People > Abstraction
Story about a young girl from Mali:
average donation = $2.34
Statistics about the magnitude of the
problems facing children in Mali:
average donation = $1.14
Summary of the Book Made to Stick
Summary of the Book Made to Stick
Summary of the Book Made to Stick
People > Abstraction
Invoke anger, empathy…
EMOTIONS.
WIIFM
LOLCats
Use things people care
6. STORY
Summary of the Book Made to Stick
#story
STORIES PROMPT
PEOPLE TO ACT
#story
FLIGHT SIMULATORS
Stories are basically
That keep us engage
#story
VISUALIZE THE BENEFITS
STORIES HELP US
PRINCIPLE 1
SIMPLE
PRINCIPLE 2
UNEXPECTED
PRINCIPLE 3
CONCRETE
PRINCIPLE 4
CREDIBLE
PRINCIPLE 5
EMOTIONAL
PRINCIPLE 6
STORIES
© 2008 by Chip and Dan Heath. All rights reserved. Do not replicate without written permission.
Check our my other presentations!
click
click
click click
co-founder of daphni,an European VC fund
@willybraun
willy (a) daphni.com
follow us! (twitter, facebook, newsletter)

recommended readings: http://willy-braun.com/library
in the “Storytelling / content marketing“ section
Willy Braun

More Related Content

Similar to Summary of the Book Made to Stick

Fourth Of July Essay
Fourth Of July EssayFourth Of July Essay
Fourth Of July EssayMonica Carter
 
The Big Stick Policy
The Big Stick PolicyThe Big Stick Policy
The Big Stick PolicyTrina Jackson
 
Problem Solving
Problem SolvingProblem Solving
Problem Solvingdschall
 
Opportunity does not knock, it presents itself
Opportunity does not knock, it presents itself Opportunity does not knock, it presents itself
Opportunity does not knock, it presents itself Filippo Selden
 
10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention Conference
10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention Conference10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention Conference
10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention ConferenceTim Miles
 
Little Thumb Essay Questions
Little Thumb Essay QuestionsLittle Thumb Essay Questions
Little Thumb Essay QuestionsAngela Dominguez
 
redefining success
redefining successredefining success
redefining successmonika hardy
 
Presentation Elevation - How To Become A Better Presenter (updated)
Presentation Elevation - How To Become A Better Presenter (updated)Presentation Elevation - How To Become A Better Presenter (updated)
Presentation Elevation - How To Become A Better Presenter (updated)Michael Weiss
 
Social understanding in autism
Social understanding in autismSocial understanding in autism
Social understanding in autismMikeBlamires
 
Attitude (1)
Attitude (1)Attitude (1)
Attitude (1)Rintu Das
 
Idea spotting by Sam Harrison (Book Review)
Idea spotting by Sam Harrison (Book Review)Idea spotting by Sam Harrison (Book Review)
Idea spotting by Sam Harrison (Book Review)koji_tako
 
Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...
Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...
Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...Tim Miles
 
self development presentation for the business and personal
self development presentation for the business and personalself development presentation for the business and personal
self development presentation for the business and personalwizeowaisuae
 
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 CompressedLeah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 CompressedGood Works
 
Monroeville 1 02 16-2019 seven habits of highly successful beekeepers
Monroeville 1 02 16-2019 seven habits of highly successful beekeepersMonroeville 1 02 16-2019 seven habits of highly successful beekeepers
Monroeville 1 02 16-2019 seven habits of highly successful beekeepersGrant Gillard
 
Blue Print Success by Shiv Khera.ppt
Blue Print Success by Shiv Khera.pptBlue Print Success by Shiv Khera.ppt
Blue Print Success by Shiv Khera.pptKishoreLokhande2
 
83: January 13
83: January 1383: January 13
83: January 13dschall
 
Tests of reading comprehension
Tests of reading comprehensionTests of reading comprehension
Tests of reading comprehensionDevant Brahm Shah
 

Similar to Summary of the Book Made to Stick (20)

Made to stick: the science of adult learning.
Made to stick: the science of adult learning.Made to stick: the science of adult learning.
Made to stick: the science of adult learning.
 
Persuasive Essay About Science
Persuasive Essay About SciencePersuasive Essay About Science
Persuasive Essay About Science
 
Fourth Of July Essay
Fourth Of July EssayFourth Of July Essay
Fourth Of July Essay
 
The Big Stick Policy
The Big Stick PolicyThe Big Stick Policy
The Big Stick Policy
 
Problem Solving
Problem SolvingProblem Solving
Problem Solving
 
Opportunity does not knock, it presents itself
Opportunity does not knock, it presents itself Opportunity does not knock, it presents itself
Opportunity does not knock, it presents itself
 
10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention Conference
10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention Conference10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention Conference
10 Hidden Keys to Team, Time, and Serving Others - Obesity Prevention Conference
 
Little Thumb Essay Questions
Little Thumb Essay QuestionsLittle Thumb Essay Questions
Little Thumb Essay Questions
 
redefining success
redefining successredefining success
redefining success
 
Presentation Elevation - How To Become A Better Presenter (updated)
Presentation Elevation - How To Become A Better Presenter (updated)Presentation Elevation - How To Become A Better Presenter (updated)
Presentation Elevation - How To Become A Better Presenter (updated)
 
Social understanding in autism
Social understanding in autismSocial understanding in autism
Social understanding in autism
 
Attitude (1)
Attitude (1)Attitude (1)
Attitude (1)
 
Idea spotting by Sam Harrison (Book Review)
Idea spotting by Sam Harrison (Book Review)Idea spotting by Sam Harrison (Book Review)
Idea spotting by Sam Harrison (Book Review)
 
Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...
Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...
Easter Seals Midwest Kansas City 2017 - 10 Hidden Keys to Team, Time, and Ser...
 
self development presentation for the business and personal
self development presentation for the business and personalself development presentation for the business and personal
self development presentation for the business and personal
 
Leah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 CompressedLeah Eustace AFP Toronto Congress 2008 Compressed
Leah Eustace AFP Toronto Congress 2008 Compressed
 
Monroeville 1 02 16-2019 seven habits of highly successful beekeepers
Monroeville 1 02 16-2019 seven habits of highly successful beekeepersMonroeville 1 02 16-2019 seven habits of highly successful beekeepers
Monroeville 1 02 16-2019 seven habits of highly successful beekeepers
 
Blue Print Success by Shiv Khera.ppt
Blue Print Success by Shiv Khera.pptBlue Print Success by Shiv Khera.ppt
Blue Print Success by Shiv Khera.ppt
 
83: January 13
83: January 1383: January 13
83: January 13
 
Tests of reading comprehension
Tests of reading comprehensionTests of reading comprehension
Tests of reading comprehension
 

More from Willy Braun

Artificial Intelligence or the Brainization of the Economy
Artificial Intelligence or the Brainization of the EconomyArtificial Intelligence or the Brainization of the Economy
Artificial Intelligence or the Brainization of the EconomyWilly Braun
 
The 8 Things Everyone Should Know About Startup Funding
The 8 Things Everyone Should Know About Startup FundingThe 8 Things Everyone Should Know About Startup Funding
The 8 Things Everyone Should Know About Startup FundingWilly Braun
 
The (Ultimate) Guide for Marketplace Analytics
The (Ultimate) Guide for Marketplace AnalyticsThe (Ultimate) Guide for Marketplace Analytics
The (Ultimate) Guide for Marketplace AnalyticsWilly Braun
 
Robert Cialdini: The Science of Persuasion in Less Than 10 Slides
Robert Cialdini: The Science of Persuasion in Less Than 10 SlidesRobert Cialdini: The Science of Persuasion in Less Than 10 Slides
Robert Cialdini: The Science of Persuasion in Less Than 10 SlidesWilly Braun
 
Digital Business Models 101
Digital Business Models 101Digital Business Models 101
Digital Business Models 101Willy Braun
 
La stratégie de branding de Nike
La stratégie de branding de NikeLa stratégie de branding de Nike
La stratégie de branding de NikeWilly Braun
 
How to pitch a VC (from Dave McClure)
How to pitch a VC (from Dave McClure)How to pitch a VC (from Dave McClure)
How to pitch a VC (from Dave McClure)Willy Braun
 
Growth Hacking Paris Meetup #0
Growth Hacking Paris Meetup #0Growth Hacking Paris Meetup #0
Growth Hacking Paris Meetup #0Willy Braun
 
Growth hacking 101 - ultimate guide for event organizer
Growth hacking 101 - ultimate guide for event organizerGrowth hacking 101 - ultimate guide for event organizer
Growth hacking 101 - ultimate guide for event organizerWilly Braun
 
Startup 101 : voyage au pays des merveilles
Startup 101 : voyage au pays des merveillesStartup 101 : voyage au pays des merveilles
Startup 101 : voyage au pays des merveillesWilly Braun
 
How to Become a Marketing Ninja?
How to Become a Marketing Ninja?How to Become a Marketing Ninja?
How to Become a Marketing Ninja?Willy Braun
 
Art pitch startup weekend
Art pitch startup weekendArt pitch startup weekend
Art pitch startup weekendWilly Braun
 
Art pitch startupweekend grenoble
Art pitch startupweekend grenobleArt pitch startupweekend grenoble
Art pitch startupweekend grenobleWilly Braun
 
Internet marketing 2013
Internet marketing 2013Internet marketing 2013
Internet marketing 2013Willy Braun
 

More from Willy Braun (15)

Artificial Intelligence or the Brainization of the Economy
Artificial Intelligence or the Brainization of the EconomyArtificial Intelligence or the Brainization of the Economy
Artificial Intelligence or the Brainization of the Economy
 
The 8 Things Everyone Should Know About Startup Funding
The 8 Things Everyone Should Know About Startup FundingThe 8 Things Everyone Should Know About Startup Funding
The 8 Things Everyone Should Know About Startup Funding
 
The (Ultimate) Guide for Marketplace Analytics
The (Ultimate) Guide for Marketplace AnalyticsThe (Ultimate) Guide for Marketplace Analytics
The (Ultimate) Guide for Marketplace Analytics
 
Robert Cialdini: The Science of Persuasion in Less Than 10 Slides
Robert Cialdini: The Science of Persuasion in Less Than 10 SlidesRobert Cialdini: The Science of Persuasion in Less Than 10 Slides
Robert Cialdini: The Science of Persuasion in Less Than 10 Slides
 
Digital Business Models 101
Digital Business Models 101Digital Business Models 101
Digital Business Models 101
 
La stratégie de branding de Nike
La stratégie de branding de NikeLa stratégie de branding de Nike
La stratégie de branding de Nike
 
How to pitch a VC (from Dave McClure)
How to pitch a VC (from Dave McClure)How to pitch a VC (from Dave McClure)
How to pitch a VC (from Dave McClure)
 
Growth Hacking Paris Meetup #0
Growth Hacking Paris Meetup #0Growth Hacking Paris Meetup #0
Growth Hacking Paris Meetup #0
 
Growth hacking 101 - ultimate guide for event organizer
Growth hacking 101 - ultimate guide for event organizerGrowth hacking 101 - ultimate guide for event organizer
Growth hacking 101 - ultimate guide for event organizer
 
Startup 101 : voyage au pays des merveilles
Startup 101 : voyage au pays des merveillesStartup 101 : voyage au pays des merveilles
Startup 101 : voyage au pays des merveilles
 
How to Become a Marketing Ninja?
How to Become a Marketing Ninja?How to Become a Marketing Ninja?
How to Become a Marketing Ninja?
 
Branding
BrandingBranding
Branding
 
Art pitch startup weekend
Art pitch startup weekendArt pitch startup weekend
Art pitch startup weekend
 
Art pitch startupweekend grenoble
Art pitch startupweekend grenobleArt pitch startupweekend grenoble
Art pitch startupweekend grenoble
 
Internet marketing 2013
Internet marketing 2013Internet marketing 2013
Internet marketing 2013
 

Recently uploaded

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfVWO
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain VisibilitySearch Engine Journal
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROVWO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfvikrs213
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)yaeyukimoto
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfUttara University
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportSocial Samosa
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxivanrazine1
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupLivewire
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxGregory Edwards
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfVWO
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...Sophie Logan
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneHerd
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfSocial Samosa
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesKiwi Creative
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckNedko Nedkov
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Studystuwilson.co.uk
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growthabinashdm2014
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Internrisabhpandeyconnect
 

Recently uploaded (20)

Unifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdfUnifying feature management with experiments - Server Side Webinar (1).pdf
Unifying feature management with experiments - Server Side Webinar (1).pdf
 
2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility2024 Google SERP Features: New Strategies To Gain Visibility
2024 Google SERP Features: New Strategies To Gain Visibility
 
Converting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CROConverting with Comedy: Research Parallels for CRO
Converting with Comedy: Research Parallels for CRO
 
SVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdfSVETLANA YONCHEVA Evolution of digital marketing.pdf
SVETLANA YONCHEVA Evolution of digital marketing.pdf
 
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)Digital Marketing Analytics: Driving Hotel Success (2016 May report)
Digital Marketing Analytics: Driving Hotel Success (2016 May report)
 
Fashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdfFashion-Marketing-1- Assaginment mid.pdf
Fashion-Marketing-1- Assaginment mid.pdf
 
Cricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance reportCricket Playbook for Growth Marketers: Adjust x Glance report
Cricket Playbook for Growth Marketers: Adjust x Glance report
 
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptxToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
ToShare_UG 13_03_24_Full_BelgianTrailblazerCommunity.pptx
 
The 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.groupThe 2024 Next Gen Attention Study - www.livewire.group
The 2024 Next Gen Attention Study - www.livewire.group
 
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptxFriends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
Friends of Search '24 - Scaling SEO_ Lessons for All Types of Sites.pptx
 
A_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdfA_B Testing Personalized Meditation Recommendations.pdf
A_B Testing Personalized Meditation Recommendations.pdf
 
Digital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services PreviewDigital Gravity - Full-Scale SEO Services Preview
Digital Gravity - Full-Scale SEO Services Preview
 
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
What's Happening with Your Microsoft Advertising's Search Campaigns? - Sophie...
 
Imposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not AloneImposter Syndrome in Marketing & Why You're Not Alone
Imposter Syndrome in Marketing & Why You're Not Alone
 
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdfTAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
TAM AdEx-A Pixelated view into Digital Advertising Trends for Y 2023.pdf
 
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech CompaniesProduct Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
Product Demo: HubSpot's Coolest AI Tools for B2B Tech Companies
 
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch DeckPodvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
Podvertise.fm - Podcast Advertising Marketplace - Startup Pitch Deck
 
A navigation of two creative processes Study
A navigation of two creative processes StudyA navigation of two creative processes Study
A navigation of two creative processes Study
 
Harnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing GrowthHarnessing Social Media for Marketing Growth
Harnessing Social Media for Marketing Growth
 
Dhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing InternDhanuka Agritech Limited - Sales and Marketing Intern
Dhanuka Agritech Limited - Sales and Marketing Intern
 

Summary of the Book Made to Stick

  • 3. #context Morton Grodzins
 Metropolitan Segregation (1957) The expression comes from physics where it referred to the adding a small amount of weight to a balanced object until the additional weight caused the object to suddenly and completely topple, or tip. Most of the white families remained in the neighborhood as long as the comparative number of black families remained very small. At a certain point, when one too many black families arrived, the remaining white families would move out en masse in a process known as white flight. He called that moment the "tipping point".
  • 4. #context Malcolm Gladwell
 The Tipping Point (2000) 3 rules of epidemics
  • 5. #context Connectors are the people in a community who know large numbers of people and who are in the habit of making introductions. Mavens are "information specialists", those who are intense gatherers of information and impressions, and so are often the first to pick up on new or nascent trends. Salesmen are "persuaders", charismatic people with powerful negotiation skills. They tend to have an indefinable trait that goes beyond what they say, which makes others want to agree with them. The success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts 1. The Law of the Few
  • 6. #context Human behavior is strongly influenced by its environment. 4:10 2. The Power of the Context
  • 7. #context The specific content of a message that renders its impact memorable. Popular children's television programs such as Sesame Street and Blue's Clues pioneered the properties of the stickiness factor, thus enhancing effective retention of educational content as well as entertainment value. 3. The Stickiness Factors
  • 9. A businessman, frequent traveler was returning from a meeting with clients, and he stopped at the airport bar. An attractive woman approached him and offered to buy him a drink. He took a sip of his and… that's the last thing he remembered until... #context
  • 11. #context Why does it stick? How can I make anything stickier? Millions of ideas are born everyday, some of them survive and other die.
  • 12. #quick test 37 grams of saturated fat How to make it stickier?
  • 14. Perfection is finally attained not when there is no longer anything to add, but when there is no longer anything to take away — Wind, Sand and Stars, Saint Exupery (ch3, p60) 1. Simple
  • 16. “When we understand that slide, we’ll have won the war” — General McChrystal
  • 18. Decision paralysisIf everything is possible you don’t have freedom, you have paralysis. Everybody needs a fishbowl. #simple
  • 20. #simple Revenue decreases when there are too many choices.
  • 22. #simple complexity of the 
 presented idea complexity of the reflexion SIMPLE COMPLEX SIMPLISTIC FRAUD it’s the planning process that is useful not the comprehensive plan
  • 23. #simple SIMPLE= Finding the Corethe single most important thing you want to communicate
  • 24. #simple CRITICAL BENEFICIALSAYING 3 THINGS IS LIKE SAYING NOTHING. THINK POLITICAL CAMPAIGN.
  • 25. #simple complexity of the 
 presented idea complexity of the reflexion SIMPLE COMPLEX SIMPLISTIC FRAUDeverything that’s beneficial everything that’s critical = core
  • 26. #simple SIMPLE= Core + Compactthe single most important thing you want to communicate Paradoxically, simple is in fact it’s a bit more complex
  • 27. #simple SIMPLE everything that’s critical Core Start cooperation and continue to do so until one of the four tests below fails. 1. First impression: A defection on the first move is unacceptable. Revert for tit-for-tat. 2. Short term: Two defections in any three turns is unacceptable. Revert for tit-for-tat. 3. Medium term: Three defections out of the last twenty periods is unacceptable. Revert for tit-for-tat. 4. Long term: Five defections out of the last one hundred periods is unacceptable. Revert for tit-for-tat. The law of talion (an eye for an eye) Compact
  • 28. #simple Proverbs are short sentences drawn from long experience Cervantes said
  • 29. #simple POMELOS USE SCHEMAS KNOWLEDGE build on the existing of your audience How would you describe it?
  • 30. #simple The pomelo (Citrus maxima or Citrus grandis), is a citrus fruit native to South East Asia. It is usually pale green to yellow when ripe, with sweet white flesh and very thick spongy rind. It is the largest citrus fruit, 15-25 cm in diameter, and usually weighing 1-2 kg. Pomelos are super-sized grapefruits vs “
  • 31. #simple Use analogies & metaphors. Subway employees = “sandwich artists“ Asos = Amazon of clothes
 WebSchoolFactory = french version of Stanford
  • 32. two roles: “tapper” and “listener“ chose a well-known song
 and tap out the rhythm on a table. guess the song What’s the probability that the listener guess your song? #simple
  • 33. The Curse of Knowledge When a tapper taps, it is impossible for her to avoid hearing the tune playing along to her taps. Meanwhile, all the listener can hear is a kind of bizarre Morse code. The problem is that once we know something—say, the melody of a song—we find it hard to imagine not knowing it. Our knowledge has “cursed” us. — Elizabeth Newton, 1990. Overconfidence in the communication of intent: Heard and unheard melodies. unpublished doctoral dissertation, Stanford University #simple
  • 34. #simple SIMPLE = Core + Compact Your Ennemies: 1. the beneficial 2. the decision paralysis 3. the curse of knowledge Your Allies: 1. the critical 2. schemas 3. analogy & methapors
  • 35. Remember what Saint Exupery said. Simple
  • 36. Eventually you just have two jobs: getting interest & maintaining interest. 2. Unexpected
  • 37. #unexpected 2.1. Getting Interest Try to figure out how do you do that.
  • 38. #unexpected 1. Getting Interest Try to figure out how do you do that. One (easy) way to do it is posing a question.
  • 41. #unexpected Write the lead of this newspaper story: “Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a colloquium in new teaching methods. Among the speakers will be anthropologist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund ‘Pat’ Brown.“ 1/3
  • 42. #unexpected A good journalist gets the facts & reports them. To get the facts, you track down the five Ws: Who, What, Where, When, and Why. CLUE 2/3
  • 43. #unexpected Best lead: There will be no school next Thursday. Beak schemas. 3/3
  • 46. #unexpected Open a knowledge gap. The most successful author all began with a mystery story. Think crime novel.
  • 47. #unexpected Quizz What are the rings of Saturne made of? a. gas
 b. dust particles c. ice crystals
  • 48. #unexpected Quizz What are the rings of Saturne made of? a. gas -> Cambridge
 b. dust particles -> MIT c. ice crystals -> Cal Tech
  • 49. #unexpected Quizz What are the rings of Saturne made of? Answer: ice covered dust
  • 50. #unexpected Unexpected Break patterns, schemas & use contrast. Make knowledge gaps.
  • 52. #concrete One hot summer day a Fox was strolling through an orchard. He saw a bunch of Grapes ripening high on a grape vine. “Just the thing to quench my thirst,“ he said. Backing up a few paces, he took a run and jumped at the grapes, just missing. Turning around again, he ran faster and jumped again. Still a miss. Again and again he jumped, until at last he gave up out of exhaustion. Walking away with his nose in the air, he said “I am sure they are sour.“ It is easy to despise what you can’t get. — The Fox and the Grapes, Aesop.
  • 53. Beware: the conclusion is in the story but the story is not in the conclusion. #concrete Concreteness is a terrific way to dispel the curse of knowledge!
  • 54. #concrete Kennedy: “Landing a man on moon  and returning him safely to the earth “ instead of “strategically targeted aerospace initiatives“ illustration + vivid target
  • 56. #concrete Break vast things into small tangible things 1B revenue IN 5 years 2 NEW CLIENTS PER DAY VS
  • 57. #concrete THE VELCRO THEORY OF MEMORY It feels different to remember different kind of things. Memory is not like a single filing cabinet. It’s more like Velcro. Remember the capital of Kansas
 Remember the first line of “Hey Jude“
 Remember the Mona Lisa Remember the definition of truth Rememer the definition of watermelon
  • 58. #concrete Concrete vast things into small tangible things DEFINE SMART GOALS VELCRO THEORY OF MEMORY
  • 59. 4. CREDIBLE This is how much sugar a child will get from milk in 5 years of elementary school — Jamie Oliver (TED)
  • 60. #credible Do you know who’s better than Van Damme?
  • 62. #credible THE ANTI- AUTHORITY Renowned expert, public figure or Nobel laureate Real peoplevs
  • 63. #credible The homeless support organization who used formerly homeless men as drivers to pick up financial supporters at the airport
  • 64. #credible VIVID DETAILS The Darth Vader Toothbrush — Jonathan Shelder & Melvin Manis, University of Michigan, 1986
  • 65. Experience to simulate a trial. Jurors had to assess the fitness of a mother and to decide wether her seven-year-old son should remain in her care. 
 The transcript was constructed to be closely balanced. There were 8 arguments against and 8 arguments for.
 
 All the jurors heard the same arguments. The only difference was the level of details. Eg: “Mrs Johnson sees to it that her child washes and brushes his teeth before bedtime“ VS “He uses a Star Wars toothbrush that looks like Darth Vader“.
 A suitable parent? Verdict: 5.8/10 (vivid details) vs 4.3/10 (normal details) —> 35% increase!!
  • 66. #credible The Sinatra Test If you can make it in NYC, you can make it anywhere If you’ve done encryption for the NSA, you can do it anywhere. when one example alone is enough to establish credibility in a given domain.
  • 70. Truth Campaign Remembered spontaneously by 22% of kids Kids exposed were 66% less likely to smoke Two years later, smoking had dropped 18% in high school
  • 71. Link things people care with others they (yet) don’t care.
  • 72. WIIFM What Is In For Me 1. Use the world “You “ 2. Make them visualize themselves experiencing the benefit.
  • 73. People > Abstraction Story about a young girl from Mali: average donation = $2.34 Statistics about the magnitude of the problems facing children in Mali: average donation = $1.14
  • 77. People > Abstraction Invoke anger, empathy… EMOTIONS. WIIFM LOLCats Use things people care
  • 81. #story FLIGHT SIMULATORS Stories are basically That keep us engage
  • 83. PRINCIPLE 1 SIMPLE PRINCIPLE 2 UNEXPECTED PRINCIPLE 3 CONCRETE PRINCIPLE 4 CREDIBLE PRINCIPLE 5 EMOTIONAL PRINCIPLE 6 STORIES © 2008 by Chip and Dan Heath. All rights reserved. Do not replicate without written permission.
  • 84. Check our my other presentations! click click click click
  • 85. co-founder of daphni,an European VC fund @willybraun willy (a) daphni.com follow us! (twitter, facebook, newsletter)
 recommended readings: http://willy-braun.com/library in the “Storytelling / content marketing“ section Willy Braun