Made To Stick Why some ideas take hold and others come unstuck   Presentation Summary
What Sticks Sticky  = understandable, memorable, and effective in changing thought or behaviour Six Principles  : SUCCESs ...
Simple <ul><li>Find the Core </li></ul><ul><ul><li>Strip the idea to its most critical essence, but don’t ‘dumb down’ </li...
Unexpected <ul><li>Get attention: Surprise </li></ul><ul><ul><li>Break a pattern </li></ul></ul><ul><ul><li>Avoid gimmickr...
Concrete <ul><li>Help people understand and remember </li></ul><ul><ul><li>The Velcro Theory of memory </li></ul></ul><ul>...
Credible <ul><li>Help people believe </li></ul><ul><ul><li>External credibility (authority endorsements) </li></ul></ul><u...
Emotional <ul><li>Make people care </li></ul><ul><ul><li>Mother Teresa Principle: If I look at the one, I will act </li></...
Stories <ul><li>Stories as Simulation (Tell people how to act) </li></ul><ul><li>Stories as Inspiration (Give people energ...
Three Top Barriers to Idea stickiness <ul><li>The Curse of Knowledge </li></ul><ul><li>Decision Paralysis </li></ul><ul><l...
Upcoming SlideShare
Loading in...5
×

Made to stick

519

Published on

A pictorial summary of the book by the Heath brothers

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
519
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Made to stick

  1. 1. Made To Stick Why some ideas take hold and others come unstuck Presentation Summary
  2. 2. What Sticks Sticky = understandable, memorable, and effective in changing thought or behaviour Six Principles : SUCCESs SIMPLE UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES
  3. 3. Simple <ul><li>Find the Core </li></ul><ul><ul><li>Strip the idea to its most critical essence, but don’t ‘dumb down’ </li></ul></ul><ul><ul><li>Avoid decision paralysis by forced prioritization </li></ul></ul><ul><ul><li>Inverted pyramid – don’t bury the lead </li></ul></ul><ul><li>Share the Core </li></ul><ul><ul><li>Tap into existing schemas </li></ul></ul><ul><ul><li>Power of proverbs </li></ul></ul><ul><ul><li>Use a generative analogy </li></ul></ul>J FKFB INAT OUP SNA SAI RS JFK FBI NATO UPS NASA IRS
  4. 4. Unexpected <ul><li>Get attention: Surprise </li></ul><ul><ul><li>Break a pattern </li></ul></ul><ul><ul><li>Avoid gimmickry : make it ‘post-dictable’ </li></ul></ul><ul><li>Keep attention: Interest </li></ul><ul><ul><li>Create a mystery: While surprise is an unexpected moment , mystery is an unexpected journey </li></ul></ul><ul><ul><li>The ‘Gap Theory’ of Curiosity </li></ul></ul>
  5. 5. Concrete <ul><li>Help people understand and remember </li></ul><ul><ul><li>The Velcro Theory of memory </li></ul></ul><ul><ul><li>Move to a lower level of abstraction </li></ul></ul><ul><ul><li>Use simulation rather than description </li></ul></ul><ul><li>Help people coordinate </li></ul><ul><ul><li>Find common ground at a shared level of understanding </li></ul></ul><ul><ul><li>Make it real </li></ul></ul><ul><ul><li>Talk about people, not data </li></ul></ul>
  6. 6. Credible <ul><li>Help people believe </li></ul><ul><ul><li>External credibility (authority endorsements) </li></ul></ul><ul><ul><li>Internal credibility (vivid details) </li></ul></ul><ul><li>Make statistics accessible – humanize them </li></ul><ul><li>The Sinatra Test – if this, then anywhere </li></ul><ul><li>Use testable credentials – customers verify </li></ul>
  7. 7. Emotional <ul><li>Make people care </li></ul><ul><ul><li>Mother Teresa Principle: If I look at the one, I will act </li></ul></ul><ul><li>Use the Power of association </li></ul><ul><li>Appeal to self-interest (not just base self-interest) </li></ul><ul><li>Appeal to Identity </li></ul>
  8. 8. Stories <ul><li>Stories as Simulation (Tell people how to act) </li></ul><ul><li>Stories as Inspiration (Give people energy to act) </li></ul><ul><li>Three Useful Plot themes: </li></ul><ul><li>The Challenge Plot </li></ul><ul><li>The Connection Plot </li></ul><ul><li>The Creativity Plot </li></ul>
  9. 9. Three Top Barriers to Idea stickiness <ul><li>The Curse of Knowledge </li></ul><ul><li>Decision Paralysis </li></ul><ul><li>Lack of a common language </li></ul>

×