the how’s and why’s of ideas that
stick and spread
1. Why Ideas Matter?
2. Smart People on Ideas
3. TL;DR (Too Lazy; Didn’t Read)
4. 5 Key Takeaways
2
WHY IDEAS MATTER?
3
can't get them across
4
SMART PEOPLE ON IDEAS
Many books have been read to dry and decode the viral element of
ideas, here are some of the most we...
The Tipping Point is the moment
of critical mass, the threshold,
the boiling point
Three rules of epidemics
1. Law of the ...
Some ideas are stickier then
others. Truth is not a factor of
stickiness. Ideas that Stick are:
1. Simple
2. Unexpected
3....
An Ideavirus is an idea that moves and grows
and infects everyone it touches.
Elements of an Ideavirus:
1. Sneezer
2. Hive...
Contagious ideas are ideas that pass
from peer to peer. This book talks
about why people share.
What makes an idea contagi...
TL;DR
Or if you can’t be bothered to read up on these, what are the
common conclusions?
10
You can think about an idea
as a virus that goes onto
infect a population
11
VIRALITY
is a function of
STICKABILITY & SPREADABILITY
12
STICKABILIT
Y
how much an idea stays with the
person after exposure
(or how sick a person gets)
13
SPREADABILITY
how fast the idea moves through a
population
(or how contagious the virus is)
14
Before an idea sticks,
people need to
pay attention
15
16
To get attention we must
break a pattern
then provide a resolution
HUH?? > AHA!
17
An idea sticks with a person
for a number of reasons
18
An idea will stick if it’s
VALUABLE
19
20
Ideas give value through being:
USEFUL
21
An idea will stick if it’s
UNDERSTOOD
22
23
Ideas are easy to understand when they are:
SIMPLE
24
25
33g
An idea will stick if it’s
CREDIBLE
26
27
Ideas are credible when the source is:
TRUSTED
28
An idea will stick if the person is
RECEPTIVE
29
30
Factors that influence how receptive a
person is:
IDENTITY
&
CONTEXT
31
32
how to make it spread
33
shared
34
3 things that enable sharing
motivations ability and a trigger
35
we are motivated to share
because we gain
social currency
36
37
our ability to share is
impacted on how
easy it is to share
38
39
MEDIUM
MESSAGE
vs
vs
we share because
we get are triggered by an
external stimuli
40
41
disparate networks
42
43
Idea
44
Idea
45
Idea
46
Idea
Connecto
r
5 KEY TAKEAWAYS
47
easy to understand
48
easy to share
49
Credibility
Curiosity
50
reinforces identity
51
correct base
52
THANKS!
53
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Ideas about ideas

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Ideas about how ideas spread and mechanisms you can use to help yours spread too. Always work in progress!

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  • The way ideas spread (virality) is a factor of how it sticks and how it gets shared
  • its all about managing curiosity. give people to be curious about then resolve it. HUH? followed by AHA!Curiosity is the intellectual need to answer questions and close open patterns. Story plays to this by doing the opposite : by posing questions and opening situations.show people that there is a gap in the persons knowledgeOpen gaps before closing them. Make people realise they need the facts, then tell them the facts
  • The likelihood of an idea sticking is based on How easy it is to understandThe value of the ideaWhere it came fromThe Person who receives it
  • What’s in it for me?
  • What’s in it for me?
  • Simple means stripping away all the stuff that isn’t part of the core idea. Building off existing schema through metaphors and analogies.Concrete means making it real in some way – 33g sugar per can or 7packs
  • The source of the idea is very importantDo you trust the source?relationshipauthoritySalespersonexpertisevolume of exposure
  • Equally as important is the person who receives itHow do they see themselves? Does this reinforce or detract from this vision?How do they want others to see them? Does the idea help this image?Which identity factors play in the given context?
  • MotivationSocial CurrencyMake themselves look goodSelf ViewInner Circle ViewPublic ViewMavensderive value from helping others
  • MotivationSocial CurrencyMake themselves look goodSelf ViewInner Circle ViewPublic ViewMavensderive value from helping others
  • Make your idea easy to understandStoriesUnexpectedMake them curious to find moreConcreteSimpleBased off existing schema
  • Make your idea easy to shareEmotionalHigh ArousalFrictionTriggers
  • Incept an idea from multiple anglesCredibleAuthoritySocial ProofExpertise
  • Think about how your idea helps people reinforce their identityReframe the medium + message
  • Ideas about ideas

    1. 1. the how’s and why’s of ideas that stick and spread
    2. 2. 1. Why Ideas Matter? 2. Smart People on Ideas 3. TL;DR (Too Lazy; Didn’t Read) 4. 5 Key Takeaways 2
    3. 3. WHY IDEAS MATTER? 3
    4. 4. can't get them across 4
    5. 5. SMART PEOPLE ON IDEAS Many books have been read to dry and decode the viral element of ideas, here are some of the most well known. 5
    6. 6. The Tipping Point is the moment of critical mass, the threshold, the boiling point Three rules of epidemics 1. Law of the few 2. Stickiness Factor 3. Power of Context 6
    7. 7. Some ideas are stickier then others. Truth is not a factor of stickiness. Ideas that Stick are: 1. Simple 2. Unexpected 3. Concrete 4. Credible 5. Emotional 6. Stories 7
    8. 8. An Ideavirus is an idea that moves and grows and infects everyone it touches. Elements of an Ideavirus: 1. Sneezer 2. Hive 3. Velocity 4. Vector 5. Medium 6. Smoothness 7. Persistence 8. Amplifier 8
    9. 9. Contagious ideas are ideas that pass from peer to peer. This book talks about why people share. What makes an idea contagious: 1. Social Currency 2. Triggers 3. Emotional Resonance 4. Public Observation 5. Practical Value 6. Stories 9
    10. 10. TL;DR Or if you can’t be bothered to read up on these, what are the common conclusions? 10
    11. 11. You can think about an idea as a virus that goes onto infect a population 11
    12. 12. VIRALITY is a function of STICKABILITY & SPREADABILITY 12
    13. 13. STICKABILIT Y how much an idea stays with the person after exposure (or how sick a person gets) 13
    14. 14. SPREADABILITY how fast the idea moves through a population (or how contagious the virus is) 14
    15. 15. Before an idea sticks, people need to pay attention 15
    16. 16. 16
    17. 17. To get attention we must break a pattern then provide a resolution HUH?? > AHA! 17
    18. 18. An idea sticks with a person for a number of reasons 18
    19. 19. An idea will stick if it’s VALUABLE 19
    20. 20. 20 Ideas give value through being: USEFUL
    21. 21. 21
    22. 22. An idea will stick if it’s UNDERSTOOD 22
    23. 23. 23 Ideas are easy to understand when they are: SIMPLE
    24. 24. 24
    25. 25. 25 33g
    26. 26. An idea will stick if it’s CREDIBLE 26
    27. 27. 27 Ideas are credible when the source is: TRUSTED
    28. 28. 28
    29. 29. An idea will stick if the person is RECEPTIVE 29
    30. 30. 30 Factors that influence how receptive a person is: IDENTITY & CONTEXT
    31. 31. 31
    32. 32. 32
    33. 33. how to make it spread 33
    34. 34. shared 34
    35. 35. 3 things that enable sharing motivations ability and a trigger 35
    36. 36. we are motivated to share because we gain social currency 36
    37. 37. 37
    38. 38. our ability to share is impacted on how easy it is to share 38
    39. 39. 39 MEDIUM MESSAGE vs vs
    40. 40. we share because we get are triggered by an external stimuli 40
    41. 41. 41
    42. 42. disparate networks 42
    43. 43. 43 Idea
    44. 44. 44 Idea
    45. 45. 45 Idea
    46. 46. 46 Idea Connecto r
    47. 47. 5 KEY TAKEAWAYS 47
    48. 48. easy to understand 48
    49. 49. easy to share 49
    50. 50. Credibility Curiosity 50
    51. 51. reinforces identity 51
    52. 52. correct base 52
    53. 53. THANKS! 53

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