Sticky Ideas Discussion
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Slides for discussing concepts from the book Made to Stick by Dan and Chip Heath. Some of these slides were used for humans+the environment, Fall 2012 and the Urban Ecology Institute 2012 Summer Institute.
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Sticky Ideas Discussion
- 2. An idea that’s sticky is readily understood and remembered.
- 3. PRINCIPLE 1 PRINCIPLE 2 PRINCIPLE 3 PRINCIPLE 4 PRINCIPLE 5 PRINCIPLE 6 SIMPLE UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES
- 5. Simple
- 6. The Core
- 7. “Finding the core” means stripping an idea down to its most critical essence… The hard part is weeding out ideas that may be really important but just aren’t the most important idea… [I]t’s about discarding a lot of great insights in order to let the most important insight shine.
- 8. “Finding the core” means stripping an idea down to its most critical essence… The hard part is weeding out ideas that may be really important but just aren’t the most important idea… [I]t’s about discarding a lot of great insights in order to let the most important insight shine.
- 9. “Finding the core” means stripping an idea down to its most critical essence…
- 10. Forced prioritization is really painful. Smart people recognize the value of all material. They see nuance, multiple perspectives—and because they fully appreciate the complexities of a situation, they’re often tempted to linger there.
- 11. The tendency to gravitate toward complexity is perpetually at war with the need to prioritize.
- 18. Concrete
- 19. Abstraction is the luxury of the expert.
- 23. The amount of surface area proportional to the amount of volume.
- 24. surface area
- 25. volume
- 26. their ratio
- 28. Surfaces are important! They are the parts of an object that are readily accessible by things outside the object.
- 30. Heat exchange happens via surfaces.
- 32. Gas exchange happens via surfaces.
- 35. High SAV is desirable / advantageous
- 36. 36
- 38. Unexpected
- 40. “Every piece of design must have a combination of something that’s familiar and something that’s surprising. The familiar gets us in the door, and the surprising keeps us going.” —Brian Collins
- 43. Common sense is the enemy of sticky messages.
- 44. Knowledge Gaps
- 47. “Nature is working for you.”
- 48. Natural processes support human activities.
- 51. primary productivity decomposition nutrient cycling (C, N, P, O, etc.) pollination purification of water and air detoxification of soil moderation of climate mitigation of floods and erosion mitigation of disease transmission pest predation materials (dyes, fibers, rubbers, oils) medicinal substances
- 54. 100 trees 25 people 2 beehives
- 55. Insects transport pollen from plant to plant 70% of flowering plants rely on insect pollination including 1/3 of the foods and beverages we consume
- 56. Examples
- 57. Mac and PC
- 63. The Frontier is Everywhere, The Sagan Series
- 66. Atrazine
- 69. Tyrone Hayes http://www.nationalgeographic.com/ field/explorers/tyrone-hayes.html
- 70. How would you figure out if Atrazine has any effect on frogs?
- 72. Make Observations Form Hypotheses Perform Experiments Analyze Data ???
- 78. Kinds of Sources
- 79. Primary Sources publish original research Scholarly journal articles, dissertations
- 80. Secondary Sources refer to, review, comment on or critique primary sources Popular press articles, textbooks, encyclopedias, science books
- 82. Articles in scientific journals are... submitted by researchers, considered by editors and peer-reviewed.
- 83. Hermaphroditic, demasculinized frogs after exposure to the herbicide atrazine at low ecologically relevant doses Tyrone B. Hayes*, Atif Collins, Melissa Lee, Magdelena Mendoza, Nigel Noriega, A. Ali Stuart, and Aaron Vonk Laboratory for Integrative Studies in Amphibian Biology, Group in Endocrinology, Museum of Vertebrate Zoology, Department of Integrative Biology, University of California, Berkeley, CA 94720-3140 Communicated by David B. Wake, University of California, Berkeley, CA, March 1, 2002 (received for review December 20, 2001) Atrazine is the most commonly used herbicide in the U.S. and human choriogonadotropin (1,000 international units) 6 h before probably the world. It can be present at several parts per million in harvesting gametes. Eggs were manually stripped from the agricultural runoff and can reach 40 parts per billion (ppb) in female and fertilized in vitro in 0.3 ϫ modified mammalian precipitation. We examined the effects of atrazine on sexual Ringer’s solution by using the sperm obtained from the dissected development in African clawed frogs (Xenopus laevis). Larvae were testes of the three males. The embryos were allowed to hatch. exposed to atrazine (0.01–200 ppb) by immersion throughout After 4 days, the larvae were all mixed and netted into tanks 5 larval development, and we examined gonadal histology and at a time repeatedly, until all tanks contained 30 larvae. Larvae laryngeal size at metamorphosis. Atrazine (>0.1 ppb) induced were reared in 4 liters of aerated 10% Holtfreter’s solution (15) hermaphroditism and demasculinized the larynges of exposed and fed a solution of ground Purina rabbit chow daily. Food males (>1.0 ppb). In addition, we examined plasma testosterone levels were adjusted as the animals grew to maximize growth. levels in sexually mature males. Male X. laevis suffered a 10-fold decrease in testosterone levels when exposed to 25 ppb atrazine. Dosing. In Exp. 1, we exposed larvae to atrazine at nominal We hypothesize that atrazine induces aromatase and promotes the concentrations of 0.01, 0.1, 1.0, 10.0, and 25 parts per billion conversion of testosterone to estrogen. This disruption in steroi- (ppb), whereas the second experiment used 0.1, 0.4, 0.8, 1.0, 25, dogenesis likely explains the demasculinization of the male larynx and 200 ppb atrazine. Concentrations were confirmed by two and the production of hermaphrodites. The effective levels re- independent laboratories (PTRL West, Richmond, CA, and the ported in the current study are realistic exposures that suggest that Iowa Hygienic Laboratory, Univ. of Iowa, Iowa City, IO). All other amphibian species exposed to atrazine in the wild could be stock solutions were made in ethanol (10 ml), mixed in 15-gallon at risk of impaired sexual development. This widespread com- containers, and dispensed into treatment tanks. Controls were pound and other environmental endocrine disruptors may be a treated with ethanol such that all tanks contained 0.004% factor in global amphibian declines. ethanol. Water was changed and treatments were renewed once every 72 h. Each treatment was replicated 3 times with 30 I n the last 10 years, a great deal of attention has focused on the global presence of endocrine-disrupting contaminants in the environment (1, 2). Similarly, a great deal of attention has animals per replicate (total of 90 animals per treatment) in both experiments. All treatments were systematically rotated around the shelf every 3 days to ensure that no one treatment or no one focused on global amphibian declines (3, 4). In the case of tank experienced position effects. Experiments were carried out amphibian declines, efforts focus on identifying causes (5), at 22°C with animals under a 12-h͞12-h light͞dark cycle (lights
- 87. Okay, it’s sticky. Now what?