MADE TO STICK, WHY SOME IDEAS
SURVIVE AND OTHER DIE
Shawn Crosby & Patrick Malone
SIMPLE
 Strip the idea to the core:
 It is not about weeding out the unimportant
aspects but promoting the important asp...
UNEXPECTED
 Getting the attention of target audience and
keeping it
 Identify central message:
 Needed to communicate i...
CONCRETE
 Easiest to accept and implement (hardest
being finding the core)
 Something is concrete once it can be
describ...
CREDIBLE
 We trust:
 Experience
 Our close relations
 Authority figures (politicians exempt)
 This forms our basis fo...
CREDIBLE
 The audience must believe your message
 In order to do this:
 Details matter
 The more vivid the detail = th...
CREDIBLE
 Input vs output
 Use statistics to help formulate an opinion
 This will allow you to back up your assertions
...
THE SINATRA TEST
 “ if I can make it there then I can make it
anywhere…”
 When one example alone is enough to
establish ...
EXAMPLES IN ADVERTISING
VIDEO DOES IT FIT?
 http://youtu.be/Ug75diEyiA
0
 Where’s the beef?
 http://youtu.be/Pmy5fivI_4...
EMOTIONAL
 Can vary from the simple to complete
 It can be easy to elicit through example
strong human emotions
 Fear, ...
EMOTIONAL
 Association works well when you don’t need
to draw emotion where there isn’t any
 Pairing an existing concept...
EMOTIONAL
 Appeal to peoples’ self-interest
 If you want them to care, make it about them
 White teeth in 20 days
 Giv...
EXAMPLES IN ADVERTISING
VIDEO DOES IT FIT
 http://youtu.be/jnR1QM9vb
5U
 The TRUTH Cigarette
campain
 http://youtu.be/h...
STORIES
 Stories stimulate our brains
 Imagine a bright light and the visual center
has been shown to activate
 This ai...
STORIES
 Stories don’t have to be
created, the may already
exist
 This book didn’t provide
new stories; just
contextuali...
STORIES
 Figure out what story plotline fits best for
your purpose.
 According to Aristotle:
 Challenge Plot
 David vs...
STORIES
 Connection Plot
 The Good Samaritan
 Romeo and juliet
 Chicken soup series
 Creativity Plot
 Newton and the...
STORIES
 http://youtu.be/b5cxL9oCw
2k
 Jared
 http://youtu.be/NchX2Ro1th
s
 Jared
Simplicity
Understated
Concrete
...
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Made to Stick, Why some ideas survive and other die

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Made to Stick, Why some ideas survive and other die

  1. 1. MADE TO STICK, WHY SOME IDEAS SURVIVE AND OTHER DIE Shawn Crosby & Patrick Malone
  2. 2. SIMPLE  Strip the idea to the core:  It is not about weeding out the unimportant aspects but promoting the important aspects  Find the core:  Determine the one most important thing but being careful to not bury the lead  Share the core:  The key is to motivate others with your ideas and use the core help spread the message
  3. 3. UNEXPECTED  Getting the attention of target audience and keeping it  Identify central message:  Needed to communicate idea  What is the counter-intuitive to your message  Communicate message that have broke your consumers “guessing machine” then rebuild it  Use a mystery story
  4. 4. CONCRETE  Easiest to accept and implement (hardest being finding the core)  Something is concrete once it can be described or detected by human senses  Sour grapes, Soap-opera
  5. 5. CREDIBLE  We trust:  Experience  Our close relations  Authority figures (politicians exempt)  This forms our basis for internalizing credibility  To imply credibility you must tap into the aforementioned personal items
  6. 6. CREDIBLE  The audience must believe your message  In order to do this:  Details matter  The more vivid the detail = the more be livable message  Contextualize statistics  Put into common language  More people are likely to understand positions on a football field than positions in a lab.
  7. 7. CREDIBLE  Input vs output  Use statistics to help formulate an opinion  This will allow you to back up your assertions and focus the message  Forming an opinion and then finding statistics will ask you to form half-truths  Statics used on output can make you look like a liar
  8. 8. THE SINATRA TEST  “ if I can make it there then I can make it anywhere…”  When one example alone is enough to establish credibility.  Examples  If you provide security for Ft. Knox; you can compete for ANY security contract  If you cater for the White House; you can compete for ANY catering contract
  9. 9. EXAMPLES IN ADVERTISING VIDEO DOES IT FIT?  http://youtu.be/Ug75diEyiA 0  Where’s the beef?  http://youtu.be/Pmy5fivI_4U  Mousetrap Fission Reaction Simplicity Understated Concrete Credible Emotional Story
  10. 10. EMOTIONAL  Can vary from the simple to complete  It can be easy to elicit through example strong human emotions  Fear, anger, joy, sadness, ect.  The TRUTH cigarette ad elicits anger quite easily in some brilliant 30 second spots.
  11. 11. EMOTIONAL  Association works well when you don’t need to draw emotion where there isn’t any  Pairing an existing concept and pairing it with a notable scene can work well  Association can also dilute the meaning of the term or concept if stretched to thin.
  12. 12. EMOTIONAL  Appeal to peoples’ self-interest  If you want them to care, make it about them  White teeth in 20 days  Give us $20 and you’ll loose 10lbs in 2 weeks  People are motivated by their own self- interest.  Even the thick-headed, lazy, Texas males that were targeted in the litter campaign were targeted by self-interest (data was used to describe these indiviuals)
  13. 13. EXAMPLES IN ADVERTISING VIDEO DOES IT FIT  http://youtu.be/jnR1QM9vb 5U  The TRUTH Cigarette campain  http://youtu.be/hYp1gc5joQ g  Don’t mess with Texas Simplicity Understated Concrete Credible Emotional Story
  14. 14. STORIES  Stories stimulate our brains  Imagine a bright light and the visual center has been shown to activate  This aids in making lasting memories that people can connect to  It acts as a vehicle for the other 5 points we’ve described
  15. 15. STORIES  Stories don’t have to be created, the may already exist  This book didn’t provide new stories; just contextualized existing ones.
  16. 16. STORIES  Figure out what story plotline fits best for your purpose.  According to Aristotle:  Challenge Plot  David vs. Goliath  Jared  Star wars
  17. 17. STORIES  Connection Plot  The Good Samaritan  Romeo and juliet  Chicken soup series  Creativity Plot  Newton and the apple  Sean, might you have a good 2nd example?
  18. 18. STORIES  http://youtu.be/b5cxL9oCw 2k  Jared  http://youtu.be/NchX2Ro1th s  Jared Simplicity Understated Concrete Credible Emotional Story
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