Key concepts from Made to Stick Ch 1: Simple

1. Key Concepts from
Made to Stick by
Chip and Dan Heath
Chapter 1: Simple

2. According to Chip and Dan Heath, the
following concepts bring to life the
power of “simplicity” in sticky
communication.
The first two concepts represent
common communication problems…

3. The Curse of Knowledge
The psychological tenancy to overlook the most
basic and essential information when we
communicate on a subject or topic about which
we have extensive knowledge.
(CC BY-SA 3.0) by Nevit Dilmen

4. The Curse of Knowledge Cont.
"The problem is that once we know
something...we find it hard to imagine not
knowing it. Our knowledge has “cursed”
us. We have difficulty sharing it with
others, because we can’t readily re-create
their state of mind.”
From "The Curse of Knowledge“ by Chip and Dan Heath published in the Harvard
Business Review (2016). Retrieved from https://hbr.org/2006/12/the-curse-of-
knowledge;at/1

5. Decision Paralysis
The state of indecision that can arise when we
are confronted with multiple options or steps for
completing a task.
(CC BY 2.0) by Anne-Lise Heinrichs

6. Decision Paralysis Cont.
"Choice is fabulous, but also stressful—the
more options we have often the higher our
anxiety, the more whiplashed our brains
and often the slower our decision making.”
From “5 Ways to Beat Decision Paralysis” by Jennifer Stillman published in INC. (2014).
Retrieved from https://www.inc.com/jessica-stillman/5-ways-to-beat-decision-
paralysis.html

7. The concepts on the following slides are
“simplicity” strategies that address the
aforementioned communication
problems…

8. Commander's Intent
Used in military planning,
but applicable to all
business and educational
settings, a Commander's
Intent is a concise vision
statement that defines what
a successful outcome looks
like even if a strategy for
that outcome does not go
as planned.
U.S. Air Force Graphic by Michael Dukes

9. Commander's Intent Cont.
"Commander’s Intent is the description
and definition of what a successful mission
will look like....Commander’s Intent
empowers initiative, improvisation, and
adaptation by providing guidance of what a
successful conclusion looks like.
Commander’s Intent is vital in chaotic,
demanding, and dynamic environments.”
From "Managing Uncertainty with Commander's Intent“ by Chad Storlie in the Harvard Business
Review (2010). Retrieved from https://hbr.org/2010/11/dont-play-golf-in-a-football-g

10. Don’t “Bury the Lead”
“Bury the lead” is an idiom derived from
journalism where “the lead” refers to the
introduction of a news story, which should
contain the most important information that the
author is trying to convey.

11. Don’t “Bury the Lead” Cont.
“Burying the lead is considered a mistake in
journalism, because it can cause a reader to lose
interest in a story and stop reading. For the
same reason, burying the lead is also a bad idea
in your e-mails. Your readers are busy people,
and if you want maximum attention—and
maximum action—you’re better off beginning
your e-mails with your main point and providing
the secondary details below.”
From “Don’t Bury the Lead!” published in Laura Brown Communication (2013).
Retrieved from http://laurabrowncommunications.com/dont-bury-the-lead/

12. Schemas and Analogies
A schema is a set of generic properties that we
associate with a given person, place or thing.
Schemas can be used as analogies that allow us
to make comparisons that deepen our
understanding. For example: A pomelo is like a
grapefruit).
The generic properties (schema) of a grapefruit allow us to comprehend a pomelo.

13. Schemas and Analogies Cont.
“Analogies help us understand new concepts by pulling context
from our past experiences and knowledge.
It’s why when someone describes a movie we haven’t seen as a
“roller coaster thrill-ride of emotion,” we know exactly what to
expect. On the surface, a movie and a roller coaster have nothing
in common. One involves sitting quietly in a dark room for 90
minutes, the other involves flying through the air in death-
defying manner for 90 seconds.
But we still process the analogy, as the human brain quickly
susses out the logical differences and pulls the context needed
to understand the concept.”
From “The Persuasive Power of Analogies: How the Coolest Brands Sell Product!” by John Bonini published
Impact (2014). Retrieved from https://www.impactbnd.com/blog/the-persuasive-power-of-analogies

14. For More Information…
http://heathbrothers.com/books/made-to-stick/
Check out Chip and
Dan Heath’s website
for additional
resources on the
power of “simplicity”
to make your
communication stick.