Made To Stick by Chip and Dan Heath


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Short presentation of Made to Stick's SUCCESs principles.

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  • @colin post can you please tell me How do the 2 steps for making ideas stick relate to the concept of "target audience"?
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Made To Stick by Chip and Dan Heath

  1. 1. Made to Stickby Chip and Dan Heath<br /><ul><li>“The book explains why some ideas stick and some don't – and I've been on both sides of this equation. A warning though: If you read this book, you'll revamp a lot of your marketing material (as you probably should)." </li></ul>– Guy Kawasaki<br />Prepared by Colin Post – find me at<br />
  2. 2. Slideshow put together by: <br /> Colin Postpost.colin@gmail.comWeb development and e-marketing campaignsImport / export management for US-South AmericaInmersiones ingleses en CundinamarcaFreelance<br />I hope the Heath brothers approve. Buy the book.<br />Prepared by Colin Post – find me at<br />
  3. 3. What Sticks?<br />Prepared by Colin Post – find me at<br />Why do urban legends (e.g. chain emails) spread like wildfire while factual ideas in the public interest can’t gain traction?<br />SUCCESs Principles:<br />Simplicity<br />Unexpectedness<br />Concreteness<br />Credibility<br />Emotions<br />Stories<br />
  4. 4. The Curse of Knowledge<br />Once we know something, it’s hard to imagine what it was like not to know it.<br />“The [SUCCESs] principles presented earlier are your best weapons … to transform your ideas to beat the Curse of Knowledge.”<br />Prepared by Colin Post – find me at<br />
  5. 5. Simple<br />Army management issues simple objectives because “no plan survives contact with the enemy.” (predictability)<br />E.g. “have the hill cleared of the enemy, with only ineffective remnants remaining, so we can protect the flank of Third Brigade as they pass through the lines.”<br />Finding the core:<br />Herb Kelleher of Southwest Airlines on proposals to change operations: “Will [that proposal] make us THE low-fare airline from Houston to Las Vegas? Because if it doesn’t help us become the unchallenged low-fare airline, we’re not [doing your] damn [proposal].”<br />Don’t bury the lead:<br />Journalists present info in inverted order of importance.<br />If you say three things, you don’t say anything:<br />Bill Clinton’s 1992 presidential campaign: “It’s the economy, stupid.”<br />Decision paralysis<br />“A bird in hand is better than two in the bush.”<br />Use schema – collection of generic properties of a concept or category.<br />“A pomelo is basically a supersized grapefruit …”<br />Speed was “Die Hard on a bus.” Alien was “Jaws on a spaceship.”<br />Prepared by Colin Post – find me at<br />
  6. 6. Unexpected<br />Get attention by breaking a pattern.<br /> Surprise gets attention, interest keeps it.<br />Nordstrom’s unexpected service (i.e. gift-wrapping competitor products, or refunded tire chains they didn’t sell)<br />Surprise Brow evolution: widened eyes see more.<br />Enclave ad seems like minivan, then crash and Buckle Up message.<br />Start with a mystery question – science professor kept class attention until resolution.<br />Gap Theory: “What will happen? Was I right?”<br />Curiosity keeps audiences longer, especially after challenges.<br />Prepared by Colin Post – find me at<br />
  7. 7. Concrete<br />Language is often abstract, but not life.<br />Help people understand and remember, coordinate.<br />Fox and the Grapes – illustrates “sour grapes.”<br />The Nature Conservancy raised money for “landscapes” with names instead of acres, etc.<br />Concrete is sensed – V8 engine vs. high performance.<br />Concrete is memorable – Kidney Heist’s ice-filled bathtub.<br />Schoolteacher’s superior / inferior brown-eyed and blue-eyed kids never forgot evils of racism.<br />Experts (with Curse of Knowledge) think in abstracts, novices think in details.<br />Megachurch pastor Rick Warren uses “Saddleback Sam” as a template consumer profile to test.<br />Prepared by Colin Post – find me at<br />
  8. 8. Credible<br />Help people believe with external and internal credibility.<br />Scientist swallowed H.pylori bacteria because nobody believed he’d cured ulcers. <br />Authorities are a reliable source of credibility.<br />Honesty and trustworthiness stronger than status<br />The power of details: internal credibility<br />Statistics also create credibility (BBs representing atomic bombs in the world)<br />Use human-sized scales to assess whether the content of a message is credible<br />The Sinatra Test: when one example alone is enough to establish credibility<br />If you’ve catered the White House, you can cater anywhere.<br />Testable credentials: Where’s the Beef?<br />Prepared by Colin Post – find me at<br />
  9. 9. Emotional<br />Make people care.<br />Mother Teresa: “If I look at one, I will act.”<br />People donate more to ‘Rokia’ than her country.<br />Use Power of Association<br />Transforming “sportsmanship” into “honoring the game”<br />Appeal to self-interest.<br />“They laughed when I sat down at the piano…”<br />Appeal to identity.<br />Don’t mess with Texas: Texans don’t litter.<br />Prepared by Colin Post – find me at<br />
  10. 10. Stories<br />Get people to act.<br />Stories as simulation (tell people how to act)<br />Police, firefighters, high pressure jobs all use stories<br />Stories as inspiration<br />Jared from Subway<br />3 key plots: Challenge, Connection, Creativity<br />Prepared by Colin Post – find me at<br />