Pitch to stick

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  • http://www.slideshare.net/abashford/made-to-stick-3415674
  • Pitch to stick

    1. 1. Pitch to Stick: The “Dil”Logical Way @sdaas
    2. 2. QUESTIONS • Why is it that so many innovation ideas stall in mid-flight ? • Why is it so hard for engineers to successfully pitch an idea ? • What can we do to change this ?
    3. 3. Pitch This …
    4. 4. • A medium tub of popcorn contains 37 grams of saturated fat • For reference, the USDA recommendation is 20 grams per day • How do you pitch this to the movie going public ?
    5. 5. A medium-sized popcorn contains more fat than Bacon + Eggs for breakfast A Big Mac + fries for Lunch Steak for Dinner COMBINED
    6. 6. SIMPLE – THE CORE • Find out THE SINGLE most important thing – Not 10 points, just ONE. – “The Single Customer benefit” • TurboTax – “Get your Biggest Tax Refund, Guaranteed” … – Everything ladders up to this CORE statement
    7. 7. UNEXPECTEDNESS • The Unexpected Gets Attention – What is more likely to kill you – shark ? Or deer? – Break the pattern your audience is expecting • Incremental vs. dramatic vision of the future – “Man walking on the Moon” • Mysteries and Teasers – Use their natural curiosity to advantage
    8. 8. CONCRETENESS • Abstract Truths vs. Concrete Language • “Put a man on the moon by the end of the decade …” Vs. • “Our mission is to become the international leader in aerospace by leveraging innovation and strategic initiatives …”
    9. 9. CREDIBILITY • The Power of Details – “Small Business Owner” vs. “Sriram Shanker, sitting in his small pharmacy in Bellandur, poring over the books with a blue dot-pen” • Using well-understood relationships – The ball-bearing experiment …. • Drop 1 ball-bearing. The noise represents Hiroshima • Now pour out a bucketful of ball bearings .. • That noise represents our global nuclear arsenal …
    10. 10. EMOTIONS • Statistics vs. Real Person – D4D calls for us to walk in the customer shoes – Real World Training has Cathy • Make people care by appealing to the things that matter to them – But do this is subtle ways, please – Not the same as “selfish self-interest” – Where is the person in “Maslow’s Pyramid” ?
    11. 11. STORIES • Stories help us connect and visualize • Every slide in this presentations is taking the help of a story to pitch an idea to you …
    12. 12. SIX PRINCIPLES • SIMPLE ( CORE ) • UNEXPECTED • CONCRETE • CREDIBLE • EMOTIONAL • STORIES
    13. 13. References… • Made to Stick – Chip Heath and Dan Heath • http://www.engineerguy.com/white-papers/made- to-stick.htm • http://www.youtube.com/watch?feature=player_em bedded&v=qt3flXhuURE#!

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