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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

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    Made to stick Made to stick Presentation Transcript

    • 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 UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Three Top Barriers to Idea stickiness
      • The Curse of Knowledge
      • Decision Paralysis
      • Lack of a common language