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Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
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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 …

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
  • Transcript

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

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