Making it Sticky

On presenting ideas, based on the book *Made to Stick* by Chip and Dan Heath

How do we make ideas stick ?

Keep it simple.

Simplicity is not the opposite of complex

1 Instead of offering the ten good reasons to do something, offer the one best reason .

Be unexpected.

Break Patterns.

when two or more principles come together in one idea, they reinforce each other, multiplying the stickiness factor .

Make it Concrete.

Concrete details allow us to imagine a scene and, crucially, imagine ourselves in it.

providing the right detail for the intended audience.

Know your audience .

Credibility Counts.

Four out of five dentists prefer statistics .

Quote credible people…

… and be credible yourself .

Appeal to Emotion.

Human behavior is driven by a number of innate needs.

we are looking for ways of engaging our audience’s self-interest — their need to fulfill their needs — in ways that allow them to be the kind of people they want to be.

You have to really know, not just who your audience is…

… but who your audience thinks it is.

Just tell Stories.

Like life itself, stories offer more meaning than we imagine.

Stories have an innate ability to open up virtually direct access to our audience’s minds.

Stories are more easily retained in our minds than information presented in just about any other way.

What makes ideas stick ?

S imple U nexpected C oncrete C redible E motional S tories = S ticky