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Vinod Mehra
“By 1990, it had taken 150 yearsto double all human    knowledge.Today it takes only TWO years,and by 2020, knowledge will...
MADE TO STICKWhy Some ideas survive and others dieby Chip and Dan Heath          Vinod Mehra
6 HOOKS of sticky ideas1.    Remember ?        1)   S   simple2.    Pay Attention ?   2)   U   unexpected                 ...
J   FKFB   INAT OUP SNA SAI   RS
JFK FBI NATO UPS NASA IRSJ   FKFB   INAT OUP SNA SAI   RS
SIMPLE Objective: REMEMBER Strip the idea to its core Anchor Simplify Prioritize Acronym, Rhyming   : REMEMBER
Rhyming Woes unite enemies Woes unite foes Little strokes will tumble great tress Little strokes will tumble great oak...
UNEXPECTED
UNEXPECTED   Objective: PAY ATTENTION Violate peoples expectations Surprise Mystery; Teaser Attention; Interest and c...
CONCRETEONOMATOPOEIA"the formation or use of words suchas buzz or murmur that imitate thesounds associated with the object...
CONCRETEONOMATOPOEIA"the formation or use of words suchas buzz or murmur that imitate thesounds associated with the object...
CONCRETE Objective: UNDERSTAND Explain ideas in terms of human actions Concrete images – Visual UNDERSTAND AND REMEMBER
CREDIBLE
CREDIBLE Objective: BELIEVE Authority: Quotes & Actions Internal credibility Statistics BELIEVE AND AGREE
EMOTION
EMOTION Objective: CARE Make them feel something CARE
STORY Objective: ACT ON OUR IDEAS Tell stories Any type of Stories Personnel Stories ACT ON YOUR IDEAS
6 HooksS   simple ……………RememberU   unexpected………..Pay AttentionC   concrete…………..UnderstandC   credible……………Believe; A...
CURSE OF KNOWLEDGE
Connect with me @   Blogs:     www.vinodkmehra.com     www.ToastmastersTribe.com Facebook LinkedIn
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Made to Stick
How to make your message Stick

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  • Memory is like velcro. Your brain hosts loops. The more hooks an idea has, the better it will cling to memory.
  • How do we get our audience to pay attention to YOUR ideas, and how do YOU maintain their interest when YOU need time to get the ideas across? YOU need to violate people's expectations. A bag of popcorn is as unhealthy as a whole day's worth of fatty foods! YOU can use surprise — an emotion that increases alertness and cause focus — to grab people's attention. But surprise doesn't last. For our idea to endure, YOU must generate interest and curiosity. How do you keep students engaged during the forty eighth history class of the year? YOU can engage people's curiosity over a long period of time by systematically "opening gaps" in their knowledge — and then filling those gaps.Don’t give the facts and information; first open the gap by asking questions and then provide the facts/information.
  • .
  • How do YOU make YOUR ideas clear? YOU must explain YOUR ideas in terms of human actions, in terms of sensory information.This is where so much business communication goes awry. Mission statements, synergies, strategies, visions — they are often ambiguous to the point of being meaningless. Sticky ideas are full of concrete images — ice-filled bathtubs, apples with razors — because our brains are wired to remember concrete data. In proverbs, abstract truths are often encoded in concrete language: "A bird in hand is worth two in the bush." Speaking concretely is the only way to ensure that our idea will mean the same thing to everyone in YOUR audience."World class customer service" is abstract."Norstrom ironed their customer's shirt from another store" is concrete.
  • How do we get people to care about YOUR ideas? YOU make them feel something. In the case of movie popcorn, YOU make them feel disgusted by its unhealthiness. The statistic "37 grams" doesn't elicit any emotions. Research shows that people are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. YOU are wired to feel things for people, not for abstractions. Sometimes the hard part is finding the right emotion to harness. For instance, it's difficult to get teenagers to quit smoking by instilling in them a fear of the consequences, but it's easier to get them to quit by tapping into their resentment of the duplicity of Big Tobacco.
  • How do we get people to care about YOUR ideas? YOU make them feel something. In the case of movie popcorn, YOU make them feel disgusted by its unhealthiness. The statistic "37 grams" doesn't elicit any emotions. Research shows that people are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. YOU are wired to feel things for people, not for abstractions. Sometimes the hard part is finding the right emotion to harness. For instance, it's difficult to get teenagers to quit smoking by instilling in them a fear of the consequences, but it's easier to get them to quit by tapping into their resentment of the duplicity of Big Tobacco.
  • How do YOU get people to act on our ideas? YOU tell stories. Firefighters naturally swap stories after every fire, and by doing so they multiply their experience; after years of hearing stories, they have a richer, more complete mental catalog of critical situations they might confront during a fire and the appropriate responses to those situations. Research shows that mentally rehearsing a situation helps YOU perform better when YOU encounter that situation in the physical environment. Similarly, hearing stories acts as a kind of mental flight simulator, preparing YOU to respond more quickly and effectively.
  • Memory is like velcro. Your brain hosts loops. The more hooks an idea has, the better it will cling to memory.
  • Transcript of "Ppt for tm_made2_stick"

    1. 1. Vinod Mehra
    2. 2. “By 1990, it had taken 150 yearsto double all human knowledge.Today it takes only TWO years,and by 2020, knowledge will doubleEvery 72 days”
    3. 3. MADE TO STICKWhy Some ideas survive and others dieby Chip and Dan Heath Vinod Mehra
    4. 4. 6 HOOKS of sticky ideas1. Remember ? 1) S simple2. Pay Attention ? 2) U unexpected C concrete Understand ? 3)3. 4) C credible4. Believe ? 5) E emotion5. Care ? 6) S story Take action ? SUCCES6. 7)
    5. 5. J FKFB INAT OUP SNA SAI RS
    6. 6. JFK FBI NATO UPS NASA IRSJ FKFB INAT OUP SNA SAI RS
    7. 7. SIMPLE Objective: REMEMBER Strip the idea to its core Anchor Simplify Prioritize Acronym, Rhyming : REMEMBER
    8. 8. Rhyming Woes unite enemies Woes unite foes Little strokes will tumble great tress Little strokes will tumble great oaksA fault admitted is half redressed A fault confessed is half redressed
    9. 9. UNEXPECTED
    10. 10. UNEXPECTED Objective: PAY ATTENTION Violate peoples expectations Surprise Mystery; Teaser Attention; Interest and curiosity Open gaps& fill PAY ATTENTION
    11. 11. CONCRETEONOMATOPOEIA"the formation or use of words suchas buzz or murmur that imitate thesounds associated with the objectsor actions they refer to."
    12. 12. CONCRETEONOMATOPOEIA"the formation or use of words suchas buzz or murmur that imitate thesounds associated with the objectsor actions they refer to."
    13. 13. CONCRETE Objective: UNDERSTAND Explain ideas in terms of human actions Concrete images – Visual UNDERSTAND AND REMEMBER
    14. 14. CREDIBLE
    15. 15. CREDIBLE Objective: BELIEVE Authority: Quotes & Actions Internal credibility Statistics BELIEVE AND AGREE
    16. 16. EMOTION
    17. 17. EMOTION Objective: CARE Make them feel something CARE
    18. 18. STORY Objective: ACT ON OUR IDEAS Tell stories Any type of Stories Personnel Stories ACT ON YOUR IDEAS
    19. 19. 6 HooksS simple ……………RememberU unexpected………..Pay AttentionC concrete…………..UnderstandC credible……………Believe; AgreeE emotion……………Feel something/CareS story………………Take Action/Act on your ideas SUCCES
    20. 20. CURSE OF KNOWLEDGE
    21. 21. Connect with me @ Blogs:  www.vinodkmehra.com  www.ToastmastersTribe.com Facebook LinkedIn
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