Sticky Ideas
SimpleUnexpectedConcreteCredibleEmotionStory
PRINCIPLE 1    PRINCIPLE 2   PRINCIPLE 3   PRINCIPLE 4    PRINCIPLE 5   PRINCIPLE 6 SIMPLE       UNEXPECTED     CONCRETE  ...
Example:Mac and PC
http://youtu.be/ZxyFVdIno6g
SimpleUnexpectedConcreteCredibleEmotionStory
Example:Anti-bullying PSA, Kidscape
http://youtu.be/2o87Cq2tmGc
SimpleUnexpectedConcreteCredibleEmotionStory
Example:Extreme Heat, Climate Wisconsin
http://climatewisconsin.org/story/extreme-heat
SimpleUnexpectedConcreteCredibleEmotionStory
Example:The Clock is Ticking, The Girl Effect
http://youtu.be/1e8xgF0JtVg
SimpleUnexpectedConcreteCredibleEmotionStory
Simple
“Finding the core” means stripping an ideadown to its most critical essence… The hardpart is weeding out ideas that may be...
Forced prioritization is really painful. Smartpeople recognize the value of all material.They see nuance, multiple perspec...
Concrete
Abstraction isthe luxuryof the expert.
Unexpected
http://www.streetartutopia.com/?p=5982
“Everypiece of designmust have a combination ofsomething that’s familiarand something that’s surprising.The familiar gets ...
http://alltelleringet.com/
http://alltelleringet.com/
Common senseis the enemyof sticky messages.
Okay, it’s sticky.Now what?
Chapters 1-4
H+E, Examples of Stickiness
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H+E, Examples of Stickiness

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H+E, Examples of Stickiness

  1. 1. Sticky Ideas
  2. 2. SimpleUnexpectedConcreteCredibleEmotionStory
  3. 3. PRINCIPLE 1 PRINCIPLE 2 PRINCIPLE 3 PRINCIPLE 4 PRINCIPLE 5 PRINCIPLE 6 SIMPLE UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES
  4. 4. Example:Mac and PC
  5. 5. http://youtu.be/ZxyFVdIno6g
  6. 6. SimpleUnexpectedConcreteCredibleEmotionStory
  7. 7. Example:Anti-bullying PSA, Kidscape
  8. 8. http://youtu.be/2o87Cq2tmGc
  9. 9. SimpleUnexpectedConcreteCredibleEmotionStory
  10. 10. Example:Extreme Heat, Climate Wisconsin
  11. 11. http://climatewisconsin.org/story/extreme-heat
  12. 12. SimpleUnexpectedConcreteCredibleEmotionStory
  13. 13. Example:The Clock is Ticking, The Girl Effect
  14. 14. http://youtu.be/1e8xgF0JtVg
  15. 15. SimpleUnexpectedConcreteCredibleEmotionStory
  16. 16. Simple
  17. 17. “Finding the core” means stripping an ideadown to its most critical essence… The hardpart is weeding out ideas that may be reallyimportant but just aren’t the most importantidea… [I]t’s about discarding a lot of greatinsights in order to let the most importantinsight shine.
  18. 18. Forced prioritization is really painful. Smartpeople recognize the value of all material.They see nuance, multiple perspectives---and because they fully appreciate thecomplexities of a situation, they’re oftentempted to linger there. The tendency togravitate toward complexity is perpetually atwar with the need to prioritize.
  19. 19. Concrete
  20. 20. Abstraction isthe luxuryof the expert.
  21. 21. Unexpected
  22. 22. http://www.streetartutopia.com/?p=5982
  23. 23. “Everypiece of designmust have a combination ofsomething that’s familiarand something that’s surprising.The familiar gets us in the door,and the surprising keeps us going.”—Brian Collins
  24. 24. http://alltelleringet.com/
  25. 25. http://alltelleringet.com/
  26. 26. Common senseis the enemyof sticky messages.
  27. 27. Okay, it’s sticky.Now what?
  28. 28. Chapters 1-4

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