Post-It Notes For Your Mind
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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. ...

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.

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Post-It Notes For Your Mind Post-It Notes For Your Mind Presentation Transcript

  • Why is this Urban Legend a Communicable Message?
    The Elephant Story
  • The Elephant Story
    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.
    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.
  • The Elephant Story – cont.
    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.
  • The Elephant Story – cont.
    Mbembestood frozen, thinking of nothing else but being trampled. � Eventually the elephant trumpeted loudly, turned, and walked away.
    Mbembe never forgot that elephant or the events of that day.
  • The Elephant Story – cont.
    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.
  • The Elephant Story – cont.
    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.
    The elephant trumpeted again, wrapped its trunk around one of Mbembe’s legs and slammed him against the railing, killing him instantly.
  • The Elephant Story – end
    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.
    Remembering the encounter in 1986, Mbembe couldn’t help wondering if this was the same elephant.
    Probably wasn’t the same elephant.
  • What is it sticky?
    Simple – it’s whittled down to its core
    Unexpected – it makes you pay attention
    Credible – it’s easy to believe
    Concrete – it’s easy to understand
    Emotional – it makes you care
    Story – it flows easily
    From Made to Stickby Chip & Dan Heath
  • Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace initiatives.
    Which is Stickier?
  • “I believe that this nation should commit itself, to achieving the goal, before the
    decade is out, of landing a man on the moon and returning him safely to the earth.”
    Which is Stickier?
  • What’s Sticky?
    Simple = Core + Compact
    Core
    Commander’s Intent
    BHAG (pronounced Bee-Hag, a Big Hairy Audacious Goal)
    From Good to Great by Jim Collins
  • Big Hairy Audacious Goals?
    To improve lives by mobilizing the caring power of communities.
    United Way
    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.
    Online Dilbert Mission Statement Generator
    Respect, integrity, communication, and excellence.
    Enron
  • Big Hairy Audacious Goals
    We’re going to put a computer on every desk and in every home.
    • Microsoft
    Organize the world’s information, making it universally accessible and useful.
    • Google
    Our vision is to have every book ever printed, in any language, all available in 60 seconds.
    • Amazon Kindle
    When companiess have a BHAG, their revenue rises faster than the market as a whole.
  • What’s Sticky?
    Simple = Core + Compact
    Core
    Commander’s Intent
    BHAG
    “If you say three things, you’ve said nothing at all”
    Compact
    Proverbs
    Golden Rule: Be unto others as others would be unto you
    Don’t cut off your nose to spite your face
    A bird in hand is worth two in the bush
    Don’t Bury the Story Lead
  • What’s Sticky?
    Simple = Core + Compact
    Core
    Commander’s Intent
    BHAG
    Compact
    Proverbs
    Don’t Bury the Story Lead
    Simple doesn’t mean dumbed down
    It’s not a sound bite
  • What’s Sticky?
    Unexpected
    Gets Attention – Surprise!
    Breaks a pattern
    See FightGlobalWarming.com:
    http://www.youtube.com/watch?v=s-_LBXWMCAM
  • What’s Sticky?
    Unexpected
    Get Attention – Surprise!
    Breaks a pattern
    Hold Attention – Highlights a knowledge gap
    Create a mystery they want to solve
    See Don’tPassGas.org:
    http://www.youtube.com/watch?v=connRUHZ8r4
  • What’s Sticky?
    Concrete
    Helps to understand
    Makes abstractions memorable
    Provides hooks
    See Daily Show/Governor of Illinois:
    http://www.youtube.com/watch?v=5YuCPtve3tw
  • What’s Sticky?
    Concrete
    Helps to understand
    Makes abstractions memorable
    Provides hooks
    Helps to coordinate
    • Think of something gray
    • Think of a gray thing in Africa
  • Don’t think of an Elephant!
  • What’s Sticky?
    Credible
    Helps people believe
    Internal credibility – Authoritative
    i.e. if Warren Buffet gave you a stock tip, would you take it? Uh, yeah!
    See Obama Endorsement:
    http://www.youtube.com/watch?v=T_NMZv6Vfh8
  • What’s Sticky?
    Credible
    Helps people believe
    Internal credibility – Authoritative
    External credibility – Convincing details
    MkeleMbembe
    1986
    Northwestern University
    Chicago Zoo
  • External Uncredibility
  • What’s Sticky?
    Credible
    Helps people believe
    Internal credibility – Authoritative
    External credibility – Convincing details
    Testable – Try it, you’ll like it!
    See Will it Blend:
    http://www.youtube.com/watch?v=l69Vi5IDc0g
  • What’s Sticky?
    Emotional
    Undo Overwhelm
    Focus on the Single, not the Many
    i.e. Help sponsor a child, not million of children are dying
  • Haiti Earthquake, Deforestation Heighten Landslide Risk
    Man Clings to Daughter as They Fall 13 Stories in Chile Earthquake
    8.8-Magnitude Earthquake Hits Central Chile
    7.0 Earthquake Rocks Haiti
    Disease Stalks Haiti Quake Survivors
    Quake Devastates Stricken Haiti's Capital
    Pat Robertson: Haiti 'Cursed' By Pact with Devil
    Death, Despair Litter Haiti Streets
    Keeping Order in Haiti
    8.8 Earthquake Strikes Chile, Tsunami Reported
    Major Earthquake Hits Haiti
    Quake-Devastated Chile Deploys Troops to Halt Looting
    Chile Earthquake Aftershocks Cause Panic
    Big Haiti Quake Topples Buildings, Many Casualties
    Strong Earthquake Rattles Chile
  • One easy thing to do
    $32 Million Raised by Feb 1
    15% of Total
  • What’s Sticky?
    Emotional
    Undo Overwhelm
    Single vs. Many
    Power of association
    Tap into the things that people care about
    See Cyberbulling:
    http://www.youtube.com/watch?v=yG-7pldYvvQ
  • What’s Sticky?
    Emotional
    Undo Overwhelm
    Single vs. Many
    Power of association
    Tap into the things that people care about
    Appeals to their self-interest
    WIIFY – What’s In It For You
    “Here’s what we can do for you!”
    Two for the price of one! / Buy one, get one free!
  • What’s Sticky?
    Emotional
    Undo Overwhelm
    Single vs. Many
    Power of association
    Tap into the things that people care about
    Appeals to their self-interest
    WIIFY – What’s In It For You
    Appeals to their identity
    Opposite of WIIFY
    Ethics & Morals preclude enriching themselves
    Anything that feels unethical / makes them feel slimy
  • What’s Sticky?
    Story
    Simulation - Tells people how to act
    How to solve a problem
    Provides visualization
    Inspiration - Gives people reason to act
    Challenge to overcome obstacles
    Connection to get along or reconnect
    Creativity to inspire a new way of thinking
    See Girl Effect:
    http://www.youtube.com/watch?v=WIvmE4_KMNw
  • What is your company’s
    Simple
    Unexpected
    Concrete
    Credible
    Emotional
    Story?
  • Made to StickChip & Dan HeathRandom House, 2007
    Chip Heath, Professor, Stanford University
    Teaches a Made to Stick class,
    this video was made by his students:
    Choice: Stop the Bullets
    http://www.youtube.com/watch?v=OIcSZtQVwYQ