byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Simple"
Unexpected"
Credible"
Concrete"
Emotional"
Stories"
byChip&DanHeath
Made to Stick
1. Simple
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
$5 ____ longs?
byChip&DanHeath
Made to Stick
Give people a familiar
schema to help people
think about your
product
byChip&DanHeath
Made to Stick
What’s a
Pomelo?
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Having many choices 
seems appealing 
(40% vs 60% of people
stopped to taste)
byChip&DanHeath
Made to Stick
Having too many
choices made people 10
times less likely to buy 
(30% vs 3% of people
actual...
byChip&DanHeath
Made to Stick
Less is almost always more.
byChip&DanHeath
Made to Stick
2.
Unexpected
byChip&DanHeath
Made to Stick
The original flight
attendant speech
on a Westjet
flight
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Nordstrom’s
world-class
customer service
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
3.
Concrete
byChip&DanHeath
Made to Stick
What’s the
scariest
urban legend you
can remember?
byChip&DanHeath
Made to Stick
Specific people
doing specific
things
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
“High performance”
is abstract a "
“V12” is concrete
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
The velcro theory of memory
byChip&DanHeath
Made to Stick
April 4, 1968
byChip&DanHeath
Made to Stick
Brown eyes vs Blue eyes
byChip&DanHeath
Made to Stick
4. Credible
byChip&DanHeath
Made to Stick
(1) Use an anti-authority
(2) use concrete details
(3) use statistics
(4) use something call...
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Use stats
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
From Stephen Covey’s
“The 8th Habbit”!
a poll of 23,000
employees…
byChip&DanHeath
Made to Stick
Only 37% said they have a
clear understanding of what
their organization is trying
to achiev...
byChip&DanHeath
Made to Stick
Only one in five were
enthusiastic about their
team’s and organization’s
goals.
byChip&DanHeath
Made to Stick
Only 15% felt their
organization fully enables
them to execute key goals.
byChip&DanHeath
Made to Stick
Only 20% fully trusted the
organization they work for.
byChip&DanHeath
Made to Stick
To make these facts more
credible….
byChip&DanHeath
Made to Stick
If a Soccer team had these same stats:"
Only 4 out of 11 players on the field
would know whic...
byChip&DanHeath
Made to Stick
Only 2 out of 11 would care. Only 2 of the
11 would know what positions they play
and know e...
byChip&DanHeath
Made to Stick
"if I can make it
there, I can make it
anywhere.”
-Frank Sinatra, New York, New York
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
5. Emotional
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
6. Stories
byChip&DanHeath
Made to Stick
Urban
Legends
byChip&DanHeath
Made to Stick
Jarred
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Now your turn! "
Guess is it…"
Simple"
Unexpected"
Credible"
Concrete"
Emotional"
Stories"
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
@jephmaystruck"
http://strategylab.ca"
Thanks for watching!
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Made to Stick by Chip and Dan Heath - With Advertisements To Test You!

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Made to stick has been the long time go-to book on advertising and creating a sticky message. Chip and Dan heath obviously get it, the book is packed full of examples of the 6 SUCCES principles of sticky ideas. Simple, Unexpected, Concrete, Credible, Emotional and Stories.

Published in: Education, Business, Technology
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  • @Chrissy Gipson Well I think you could use the concepts from Made to Stick to try and better understand your target market and what ideas will stick. Targeting a younger audience you're going to use different stories, different concrete examples and different unexpected moments than what you'd use if you were targeting an older audience. Define how your audience perceives the "sticikness" and that'll be a great place to start! Thanks for the question!
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  • @ Jeph Maystruck can you tell me How do the 2 steps for making ideas stick relate to the concept of "target audience"?
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  • Simple, unexpected, storyMystique, vice, trust
  • Columbia professor Sheena Iyengar has been studying choice. For her research paper, “When Choice is Demotivating”, they ran a great test:
  • Surgeon Atul Gawande found that 65% of people surveyed said if they were to get cancer, they'd want to choose their own treatment. Among people surveyed who really do have cancer, only 12% of patients want to choose their own treatment.
  • David Rubin cognitive psychologist at Duke uses this exercise to illustrate how we use different types of memory
  • Jane elliot a 3rd grade teacher in Iowa
  • Unexpected, credible, emotional, storyMystique, vice,
  • Unexpected, emotional, Lust
  • Simple, Unexpected, concrete, emotionalPower, prestige, lust
  • Concrete Unexpected story simplePower, Prestige
  • Unexpected, emotional, storyAlarm
  • Simple, Unexpected, concretePower, lust
  • Unexpected, credible, storyPower, Mystique, vice
  • Unexpected, storyLust, vice
  • Unexpected, concrete, story, emotionalAlarm, Vice
  • Simple
  • Made to Stick by Chip and Dan Heath - With Advertisements To Test You!

    1. 1. byChip&DanHeath Made to Stick
    2. 2. byChip&DanHeath Made to Stick Simple" Unexpected" Credible" Concrete" Emotional" Stories"
    3. 3. byChip&DanHeath Made to Stick 1. Simple
    4. 4. byChip&DanHeath Made to Stick
    5. 5. byChip&DanHeath Made to Stick $5 ____ longs?
    6. 6. byChip&DanHeath Made to Stick Give people a familiar schema to help people think about your product
    7. 7. byChip&DanHeath Made to Stick What’s a Pomelo?
    8. 8. byChip&DanHeath Made to Stick
    9. 9. byChip&DanHeath Made to Stick
    10. 10. byChip&DanHeath Made to Stick Having many choices seems appealing (40% vs 60% of people stopped to taste)
    11. 11. byChip&DanHeath Made to Stick Having too many choices made people 10 times less likely to buy (30% vs 3% of people actually bought)
    12. 12. byChip&DanHeath Made to Stick Less is almost always more.
    13. 13. byChip&DanHeath Made to Stick 2. Unexpected
    14. 14. byChip&DanHeath Made to Stick The original flight attendant speech on a Westjet flight
    15. 15. byChip&DanHeath Made to Stick
    16. 16. byChip&DanHeath Made to Stick Nordstrom’s world-class customer service
    17. 17. byChip&DanHeath Made to Stick
    18. 18. byChip&DanHeath Made to Stick 3. Concrete
    19. 19. byChip&DanHeath Made to Stick What’s the scariest urban legend you can remember?
    20. 20. byChip&DanHeath Made to Stick Specific people doing specific things
    21. 21. byChip&DanHeath Made to Stick
    22. 22. byChip&DanHeath Made to Stick “High performance” is abstract a " “V12” is concrete
    23. 23. byChip&DanHeath Made to Stick
    24. 24. byChip&DanHeath Made to Stick
    25. 25. byChip&DanHeath Made to Stick The velcro theory of memory
    26. 26. byChip&DanHeath Made to Stick April 4, 1968
    27. 27. byChip&DanHeath Made to Stick Brown eyes vs Blue eyes
    28. 28. byChip&DanHeath Made to Stick 4. Credible
    29. 29. byChip&DanHeath Made to Stick (1) Use an anti-authority (2) use concrete details (3) use statistics (4) use something called the Sinatra Test (testable credentials)
    30. 30. byChip&DanHeath Made to Stick
    31. 31. byChip&DanHeath Made to Stick
    32. 32. byChip&DanHeath Made to Stick Use stats
    33. 33. byChip&DanHeath Made to Stick
    34. 34. byChip&DanHeath Made to Stick From Stephen Covey’s “The 8th Habbit”! a poll of 23,000 employees…
    35. 35. byChip&DanHeath Made to Stick Only 37% said they have a clear understanding of what their organization is trying to achieve and why.
    36. 36. byChip&DanHeath Made to Stick Only one in five were enthusiastic about their team’s and organization’s goals.
    37. 37. byChip&DanHeath Made to Stick Only 15% felt their organization fully enables them to execute key goals.
    38. 38. byChip&DanHeath Made to Stick Only 20% fully trusted the organization they work for.
    39. 39. byChip&DanHeath Made to Stick To make these facts more credible….
    40. 40. byChip&DanHeath Made to Stick If a Soccer team had these same stats:" Only 4 out of 11 players on the field would know which goal is theirs
    41. 41. byChip&DanHeath Made to Stick Only 2 out of 11 would care. Only 2 of the 11 would know what positions they play and know exactly what they are supposed to do.
    42. 42. byChip&DanHeath Made to Stick "if I can make it there, I can make it anywhere.” -Frank Sinatra, New York, New York
    43. 43. byChip&DanHeath Made to Stick
    44. 44. byChip&DanHeath Made to Stick 5. Emotional
    45. 45. byChip&DanHeath Made to Stick
    46. 46. byChip&DanHeath Made to Stick
    47. 47. byChip&DanHeath Made to Stick
    48. 48. byChip&DanHeath Made to Stick
    49. 49. byChip&DanHeath Made to Stick
    50. 50. byChip&DanHeath Made to Stick
    51. 51. byChip&DanHeath Made to Stick
    52. 52. byChip&DanHeath Made to Stick
    53. 53. byChip&DanHeath Made to Stick 6. Stories
    54. 54. byChip&DanHeath Made to Stick Urban Legends
    55. 55. byChip&DanHeath Made to Stick Jarred
    56. 56. byChip&DanHeath Made to Stick
    57. 57. byChip&DanHeath Made to Stick
    58. 58. byChip&DanHeath Made to Stick Now your turn! " Guess is it…" Simple" Unexpected" Credible" Concrete" Emotional" Stories"
    59. 59. byChip&DanHeath Made to Stick
    60. 60. byChip&DanHeath Made to Stick
    61. 61. byChip&DanHeath Made to Stick
    62. 62. byChip&DanHeath Made to Stick
    63. 63. byChip&DanHeath Made to Stick
    64. 64. byChip&DanHeath Made to Stick
    65. 65. byChip&DanHeath Made to Stick
    66. 66. byChip&DanHeath Made to Stick
    67. 67. byChip&DanHeath Made to Stick
    68. 68. byChip&DanHeath Made to Stick
    69. 69. byChip&DanHeath Made to Stick
    70. 70. byChip&DanHeath Made to Stick
    71. 71. byChip&DanHeath Made to Stick
    72. 72. byChip&DanHeath Made to Stick
    73. 73. byChip&DanHeath Made to Stick
    74. 74. byChip&DanHeath Made to Stick
    75. 75. byChip&DanHeath Made to Stick
    76. 76. byChip&DanHeath Made to Stick
    77. 77. byChip&DanHeath Made to Stick
    78. 78. byChip&DanHeath Made to Stick
    79. 79. byChip&DanHeath Made to Stick
    80. 80. byChip&DanHeath Made to Stick @jephmaystruck" http://strategylab.ca" Thanks for watching!
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