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Made to stick

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A pictorial summary of the book by the Heath brothers

A pictorial summary of the book by the Heath brothers

Published in: Business, Technology

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Transcript

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