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byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Simple"
Unexpected"
Credible"
Concrete"
Emotional"
Stories"
byChip&DanHeath
Made to Stick
1. Simple
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
$5 ____ longs?
byChip&DanHeath
Made to Stick
Give people a familiar
schema to help people
think about your
product
byChip&DanHeath
Made to Stick
What’s a
Pomelo?
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Having many choices 
seems appealing 
(40% vs 60% of people
stopped to taste)
byChip&DanHeath
Made to Stick
Having too many
choices made people 10
times less likely to buy 
(30% vs 3% of people
actually bought)
byChip&DanHeath
Made to Stick
Less is almost always more.
byChip&DanHeath
Made to Stick
2.
Unexpected
byChip&DanHeath
Made to Stick
The original flight
attendant speech
on a Westjet
flight
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Nordstrom’s
world-class
customer service
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
3.
Concrete
byChip&DanHeath
Made to Stick
What’s the
scariest
urban legend you
can remember?
byChip&DanHeath
Made to Stick
Specific people
doing specific
things
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
“High performance”
is abstract a "
“V12” is concrete
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
The velcro theory of memory
byChip&DanHeath
Made to Stick
April 4, 1968
byChip&DanHeath
Made to Stick
Brown eyes vs Blue eyes
byChip&DanHeath
Made to Stick
4. Credible
byChip&DanHeath
Made to Stick
(1) Use an anti-authority
(2) use concrete details
(3) use statistics
(4) use something called the
Sinatra Test (testable
credentials)
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Use stats
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
From Stephen Covey’s
“The 8th Habbit”!
a poll of 23,000
employees…
byChip&DanHeath
Made to Stick
Only 37% said they have a
clear understanding of what
their organization is trying
to achieve and why.
byChip&DanHeath
Made to Stick
Only one in five were
enthusiastic about their
team’s and organization’s
goals.
byChip&DanHeath
Made to Stick
Only 15% felt their
organization fully enables
them to execute key goals.
byChip&DanHeath
Made to Stick
Only 20% fully trusted the
organization they work for.
byChip&DanHeath
Made to Stick
To make these facts more
credible….
byChip&DanHeath
Made to Stick
If a Soccer team had these same stats:"
Only 4 out of 11 players on the field
would know which goal is theirs
byChip&DanHeath
Made to Stick
Only 2 out of 11 would care. Only 2 of the
11 would know what positions they play
and know exactly what they are supposed
to do.
byChip&DanHeath
Made to Stick
"if I can make it
there, I can make it
anywhere.”
-Frank Sinatra, New York, New York
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
5. Emotional
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
6. Stories
byChip&DanHeath
Made to Stick
Urban
Legends
byChip&DanHeath
Made to Stick
Jarred
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
Now your turn! "
Guess is it…"
Simple"
Unexpected"
Credible"
Concrete"
Emotional"
Stories"
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
byChip&DanHeath
Made to Stick
@jephmaystruck"
http://strategylab.ca"
Thanks for watching!

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Made to Stick by Chip and Dan Heath - With Advertisements To Test You!

Editor's Notes

  1. Simple, unexpected, storyMystique, vice, trust
  2. Columbia professor Sheena Iyengar has been studying choice. For her research paper, “When Choice is Demotivating”, they ran a great test:
  3. Surgeon Atul Gawande found that 65% of people surveyed said if they were to get cancer, they'd want to choose their own treatment. Among people surveyed who really do have cancer, only 12% of patients want to choose their own treatment.
  4. David Rubin cognitive psychologist at Duke uses this exercise to illustrate how we use different types of memory
  5. Jane elliot a 3rd grade teacher in Iowa
  6. Unexpected, credible, emotional, storyMystique, vice,
  7. Unexpected, emotional, Lust
  8. Simple, Unexpected, concrete, emotionalPower, prestige, lust
  9. Concrete Unexpected story simplePower, Prestige
  10. Unexpected, emotional, storyAlarm
  11. Simple, Unexpected, concretePower, lust
  12. Unexpected, credible, storyPower, Mystique, vice
  13. Unexpected, storyLust, vice
  14. Unexpected, concrete, story, emotionalAlarm, Vice
  15. Simple