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.

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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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