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Why is this Urban Legend a Communicable Message?<br />The Elephant Story<br />
The Elephant Story<br />In 1986, MkeleMbembe was on holiday in Kenya after graduating from Northwestern University. On a h...
The Elephant Story – cont.<br />As carefully and as gently as he could, Mbembe worked the wood out with his hunting knife,...
The Elephant Story – cont.<br />Mbembestood frozen, thinking of nothing else but being trampled. � Eventually the elephant...
The Elephant Story – cont.<br />Twenty years later, Mbembe was walking through the Chicago Zoo with his teen aged son. As ...
The Elephant Story – cont.<br />Mbembesummoned up his courage, climbed over the railing and made his way into the enclosur...
The Elephant Story – end<br />The large bull elephant stared at Mbembe, lifted its front foot off the ground, then put it ...
What is it sticky?<br />Simple – it’s whittled down to its core<br />Unexpected – it makes you pay attention<br />Credible...
Our mission is to become the international leader in the space industry through maximum team-centered innovation and strat...
“I believe that this nation should commit itself, to achieving the goal, before the<br />decade is out, of landing a man o...
What’s Sticky?<br />Simple = Core + Compact<br />Core <br />Commander’s Intent<br />BHAG (pronounced Bee-Hag,	a Big Hairy ...
Big Hairy Audacious Goals?<br />To improve lives by mobilizing the caring power of communities.<br />United Way<br />It is...
Big Hairy Audacious Goals<br />We’re going to put a computer on every desk and in every home.<br /><ul><li>Microsoft </li>...
What’s Sticky?<br />Simple = Core + Compact<br />Core <br />Commander’s Intent<br />BHAG<br />“If you say three things, yo...
What’s Sticky?<br />Simple = Core + Compact<br />Core <br />Commander’s Intent<br />BHAG<br />Compact<br />Proverbs<br />D...
What’s Sticky?<br />Unexpected<br />Gets Attention – Surprise!<br />Breaks a pattern<br />See FightGlobalWarming.com:<br /...
What’s Sticky?<br />Unexpected<br />Get Attention – Surprise!<br />Breaks a pattern<br />Hold Attention – Highlights a kno...
What’s Sticky?<br />Concrete<br />Helps to understand<br />Makes abstractions memorable<br />Provides hooks<br />See Daily...
What’s Sticky?<br />Concrete<br />Helps to understand<br />Makes abstractions memorable<br />Provides hooks<br />Helps to ...
  Think of a gray thing in Africa</li></li></ul><li>Don’t think of an Elephant!<br />
What’s Sticky?<br />Credible<br />Helps people believe<br />Internal credibility – Authoritative<br />i.e. if Warren Buffe...
What’s Sticky?<br />Credible<br />Helps people believe<br />Internal credibility – Authoritative<br />External credibility...
External Uncredibility<br />
What’s Sticky?<br />Credible<br />Helps people believe<br />Internal credibility – Authoritative<br />External credibility...
What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Focus on the Single, not the Many<br />i.e. Help sponsor a child, n...
Haiti Earthquake, Deforestation Heighten Landslide Risk<br />Man Clings to Daughter as They Fall 13 Stories in Chile Earth...
One easy thing to do<br />$32 Million Raised by Feb 1<br />15% of Total<br />
What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Single vs. Many<br />Power of association<br />Tap into the things ...
What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Single vs. Many<br />Power of association<br />Tap into the things ...
What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Single vs. Many<br />Power of association<br />Tap into the things ...
What’s Sticky?<br />Story<br />Simulation - Tells people how to act<br />How to solve a problem<br />Provides visualizatio...
What is your company’s<br />Simple<br />Unexpected<br />Concrete<br />Credible<br />Emotional<br />Story?<br />
Made to StickChip & Dan HeathRandom House, 2007<br />Chip Heath, Professor, Stanford University<br />Teaches a Made to Sti...
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Post-It Notes For Your Mind

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An examination of the concepts from the book, Made to Stick, presented to the Willamette Valley chapter of the American Marketing Association our March 10, 2010 luncheon.

All the fun interactive portions and embedded videos have been edited out due to Slideshare limitations on animation and videos.

Published in: Career, Technology, Spiritual
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Transcript of "Post-It Notes For Your Mind"

  1. 1.
  2. 2. Why is this Urban Legend a Communicable Message?<br />The Elephant Story<br />
  3. 3. The Elephant Story<br />In 1986, MkeleMbembe was on holiday in Kenya after graduating from Northwestern University. On a hike through the bush, he came across a young bull elephant standing with one leg raised in the air. <br />The elephant seemed distressed, so Mbembe approached it very carefully. He got down on one knee and inspected the elephant’s foot, and found a large piece of wood deeply embedded in it.<br />
  4. 4. The Elephant Story – cont.<br />As carefully and as gently as he could, Mbembe worked the wood out with his hunting knife, after which the elephant gingerly put down its foot. The elephant turned to face the man, and with a rather curious look on its face, stared at him for several tense moments. t.<br />
  5. 5. The Elephant Story – cont.<br />Mbembestood frozen, thinking of nothing else but being trampled. � Eventually the elephant trumpeted loudly, turned, and walked away.<br />Mbembe never forgot that elephant or the events of that day.<br />
  6. 6. The Elephant Story – cont.<br />Twenty years later, Mbembe was walking through the Chicago Zoo with his teen aged son. As they approached the elephant enclosure, one of the creatures turned and walked over to near where Mbembe and his son Tapu were standing.<br />
  7. 7. The Elephant Story – cont.<br />Mbembesummoned up his courage, climbed over the railing and made his way into the enclosure. He walked right up to the elephant and stared back in wonder.<br />The elephant trumpeted again, wrapped its trunk around one of Mbembe’s legs and slammed him against the railing, killing him instantly.<br />
  8. 8. The Elephant Story – end<br />The large bull elephant stared at Mbembe, lifted its front foot off the ground, then put it down. The elephant did that several times then trumpeted loudly, all the while staring at the man. <br />Remembering the encounter in 1986, Mbembe couldn’t help wondering if this was the same elephant.<br />Probably wasn’t the same elephant.<br />
  9. 9. What is it sticky?<br />Simple – it’s whittled down to its core<br />Unexpected – it makes you pay attention<br />Credible – it’s easy to believe<br />Concrete – it’s easy to understand<br />Emotional – it makes you care<br />Story – it flows easily<br />From Made to Stickby Chip & Dan Heath<br />
  10. 10. Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace initiatives.<br />Which is Stickier?<br />
  11. 11. “I believe that this nation should commit itself, to achieving the goal, before the<br />decade is out, of landing a man on the moon and returning him safely to the earth.”<br />Which is Stickier?<br />
  12. 12. What’s Sticky?<br />Simple = Core + Compact<br />Core <br />Commander’s Intent<br />BHAG (pronounced Bee-Hag, a Big Hairy Audacious Goal)<br />From Good to Great by Jim Collins<br />
  13. 13. Big Hairy Audacious Goals?<br />To improve lives by mobilizing the caring power of communities.<br />United Way<br />It is our job to continually foster world-class, economically sound infrastructures as well as to quickly create principle-centered sources to meet our customer's needs.<br />Online Dilbert Mission Statement Generator<br />Respect, integrity, communication, and excellence.<br />Enron<br />
  14. 14. Big Hairy Audacious Goals<br />We’re going to put a computer on every desk and in every home.<br /><ul><li>Microsoft </li></ul>Organize the world’s information, making it universally accessible and useful.<br /><ul><li>Google</li></ul>Our vision is to have every book ever printed, in any language, all available in 60 seconds.<br /><ul><li>Amazon Kindle</li></ul>When companiess have a BHAG, their revenue rises faster than the market as a whole.<br />
  15. 15. What’s Sticky?<br />Simple = Core + Compact<br />Core <br />Commander’s Intent<br />BHAG<br />“If you say three things, you’ve said nothing at all”<br />Compact<br />Proverbs<br />Golden Rule: Be unto others as others would be unto you<br />Don’t cut off your nose to spite your face<br />A bird in hand is worth two in the bush<br />Don’t Bury the Story Lead<br />
  16. 16. What’s Sticky?<br />Simple = Core + Compact<br />Core <br />Commander’s Intent<br />BHAG<br />Compact<br />Proverbs<br />Don’t Bury the Story Lead<br />Simple doesn’t mean dumbed down<br />It’s not a sound bite<br />
  17. 17. What’s Sticky?<br />Unexpected<br />Gets Attention – Surprise!<br />Breaks a pattern<br />See FightGlobalWarming.com:<br />http://www.youtube.com/watch?v=s-_LBXWMCAM<br />
  18. 18. What’s Sticky?<br />Unexpected<br />Get Attention – Surprise!<br />Breaks a pattern<br />Hold Attention – Highlights a knowledge gap<br />Create a mystery they want to solve<br />See Don’tPassGas.org:<br />http://www.youtube.com/watch?v=connRUHZ8r4<br />
  19. 19. What’s Sticky?<br />Concrete<br />Helps to understand<br />Makes abstractions memorable<br />Provides hooks<br />See Daily Show/Governor of Illinois:<br />http://www.youtube.com/watch?v=5YuCPtve3tw<br />
  20. 20. What’s Sticky?<br />Concrete<br />Helps to understand<br />Makes abstractions memorable<br />Provides hooks<br />Helps to coordinate<br /><ul><li> Think of something gray
  21. 21. Think of a gray thing in Africa</li></li></ul><li>Don’t think of an Elephant!<br />
  22. 22. What’s Sticky?<br />Credible<br />Helps people believe<br />Internal credibility – Authoritative<br />i.e. if Warren Buffet gave you a stock tip, would you take it? Uh, yeah!<br />See Obama Endorsement:<br />http://www.youtube.com/watch?v=T_NMZv6Vfh8<br />
  23. 23. What’s Sticky?<br />Credible<br />Helps people believe<br />Internal credibility – Authoritative<br />External credibility – Convincing details<br />MkeleMbembe<br />1986<br />Northwestern University<br />Chicago Zoo<br />
  24. 24. External Uncredibility<br />
  25. 25. What’s Sticky?<br />Credible<br />Helps people believe<br />Internal credibility – Authoritative<br />External credibility – Convincing details<br />Testable – Try it, you’ll like it!<br />See Will it Blend:<br />http://www.youtube.com/watch?v=l69Vi5IDc0g<br />
  26. 26. What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Focus on the Single, not the Many<br />i.e. Help sponsor a child, not million of children are dying<br />
  27. 27. Haiti Earthquake, Deforestation Heighten Landslide Risk<br />Man Clings to Daughter as They Fall 13 Stories in Chile Earthquake<br />8.8-Magnitude Earthquake Hits Central Chile<br />7.0 Earthquake Rocks Haiti<br />Disease Stalks Haiti Quake Survivors<br />Quake Devastates Stricken Haiti's Capital<br />Pat Robertson: Haiti 'Cursed' By Pact with Devil<br />Death, Despair Litter Haiti Streets<br />Keeping Order in Haiti<br />8.8 Earthquake Strikes Chile, Tsunami Reported<br />Major Earthquake Hits Haiti <br />Quake-Devastated Chile Deploys Troops to Halt Looting<br />Chile Earthquake Aftershocks Cause Panic<br />Big Haiti Quake Topples Buildings, Many Casualties<br />Strong Earthquake Rattles Chile<br />
  28. 28.
  29. 29. One easy thing to do<br />$32 Million Raised by Feb 1<br />15% of Total<br />
  30. 30. What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Single vs. Many<br />Power of association<br />Tap into the things that people care about<br />See Cyberbulling:<br />http://www.youtube.com/watch?v=yG-7pldYvvQ<br />
  31. 31. What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Single vs. Many<br />Power of association<br />Tap into the things that people care about<br />Appeals to their self-interest<br />WIIFY – What’s In It For You<br />“Here’s what we can do for you!”<br />Two for the price of one! / Buy one, get one free!<br />
  32. 32. What’s Sticky?<br />Emotional<br />Undo Overwhelm<br />Single vs. Many<br />Power of association<br />Tap into the things that people care about<br />Appeals to their self-interest<br />WIIFY – What’s In It For You<br />Appeals to their identity<br />Opposite of WIIFY<br />Ethics & Morals preclude enriching themselves<br />Anything that feels unethical / makes them feel slimy<br />
  33. 33. What’s Sticky?<br />Story<br />Simulation - Tells people how to act<br />How to solve a problem<br />Provides visualization<br />Inspiration - Gives people reason to act<br />Challenge to overcome obstacles<br />Connection to get along or reconnect<br />Creativity to inspire a new way of thinking<br />See Girl Effect:<br />http://www.youtube.com/watch?v=WIvmE4_KMNw<br />
  34. 34. What is your company’s<br />Simple<br />Unexpected<br />Concrete<br />Credible<br />Emotional<br />Story?<br />
  35. 35. Made to StickChip & Dan HeathRandom House, 2007<br />Chip Heath, Professor, Stanford University<br />Teaches a Made to Stick class,<br />this video was made by his students:<br />Choice: Stop the Bullets<br />http://www.youtube.com/watch?v=OIcSZtQVwYQ<br />
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