Improving   Communication Written and Presented by: Michael Evanchan
What  Sticks ? Part  2
Based on the book:
2  Steps 1) Find the  Core 2) Apply  SUCCES s
SUCCES s
S imple U nexpected C oncrete
Making the right  associations  help others  believe ,  care  and  act
C redible S tory E motional
C redible
How do we make them  believe ?
External  Credibility
Experts Celebrities Clients
Internal  Credibility
Details  &  Statistics
“ Statistics aren’t inherently helpful, it’s the  scale  and  context  that makes them so”
“ Statistics aren’t inherently helpful, it’s  the  scale  and  context   that makes them so”
Form an  Association
E motional
What do people  care  about?
People care  about  themselves
Form an  Association
Don’t Care Care Association
S tory
Drive  Action
Spotting  the right stories help  simulate  and  inspire  action
Spotting  the right stories  help simulate and inspire action
Spotting the right stories  help  simulate  and  inspire  action
us to act Teaches
us to act Inspires
What  Sticks ?
2  Steps 1) Find the  Core 2) Apply  SUCCES s
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What Sticks Part 2

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What Sticks Part 2

  1. 1. Improving Communication Written and Presented by: Michael Evanchan
  2. 2. What Sticks ? Part 2
  3. 3. Based on the book:
  4. 4. 2 Steps 1) Find the Core 2) Apply SUCCES s
  5. 5. SUCCES s
  6. 6. S imple U nexpected C oncrete
  7. 7. Making the right associations help others believe , care and act
  8. 8. C redible S tory E motional
  9. 9. C redible
  10. 10. How do we make them believe ?
  11. 11. External Credibility
  12. 12. Experts Celebrities Clients
  13. 13. Internal Credibility
  14. 14. Details & Statistics
  15. 15. “ Statistics aren’t inherently helpful, it’s the scale and context that makes them so”
  16. 16. “ Statistics aren’t inherently helpful, it’s the scale and context that makes them so”
  17. 17. Form an Association
  18. 18. E motional
  19. 19. What do people care about?
  20. 20. People care about themselves
  21. 21. Form an Association
  22. 22. Don’t Care Care Association
  23. 23. S tory
  24. 24. Drive Action
  25. 25. Spotting the right stories help simulate and inspire action
  26. 26. Spotting the right stories help simulate and inspire action
  27. 27. Spotting the right stories help simulate and inspire action
  28. 28. us to act Teaches
  29. 29. us to act Inspires
  30. 30. What Sticks ?
  31. 31. 2 Steps 1) Find the Core 2) Apply SUCCES s

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