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.
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)
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. 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.
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