Making it stickLecture 6.1University of AlbertaALES 204Nancy Bray                        1
Housekeeping 1. Assignment #1 grades will be released on Wednesday 2. Labs this week are in Arts 1-18 3. Mid-term. 30 mult...
Active and passive voice                Active                                 Passive                                    ...
Lecture Outline1. Why do some things stick?2. The curse of knowledge3. How to make things stick:  a. Simplicity  b. Unexpe...
1. Why do some things stick?                               5
Examples:Urban mythsThe library at X university isabout to collapse becauseengineers forgot to take intoaccount weight of ...
Example: Therefugee mythOne ambiguous fact appearedin the Toronto Star on March11, 2004.“A single person receives$1,890 fr...
Letter to the editor "I also found it interesting that the federal government provides a single refugee with a monthly all...
The beginningLetter was sent to reporter,editor, and 100 other recipientsReport tried to correct mistakeby contacting writ...
The furor Toronto Star bombarded with e-mails about the letter They investigated and discovered their error The Ombudsman ...
It was too late... From 2004-2007, the letter appeared over 50 times in Canadian newspapers Sometimes twice or three times...
One editorwrote:A friend sent me an e-mail theother day that floored me. Ifigured the e-mail had to be agag, a typical Can...
No one checkedNone of the newspapers checked with government sources to confirm the fact                                  ...
Governmentissues factsheetIn 2006, the Canadiangovernment issues a fact sheetHas no impact                                ...
The myth goesinternationalIn 2007, the original e-mail wasaltered to fit the Americancontext, but kept the Canadiandollar ...
Why is this idea so sticky?                              16
How can you make your ideasstick?                              17
2. The Curse of Knowledge                            18
The Curse            19
2. How to Make Things Stick                              20
SimpleSimple ideas stick                     21
Example #1“No plan survives contact with the enemy”                                            22
Commander’s Intent FormIf we do nothing else during tomorrow’s mission, wemust ________The single, most important thing th...
Example #2It’s the economy, stupidClinton’s 1992 election Campaign                                   24
Example #3 - Refugees“Refugees get more money than pensioners”                                            25
Remember           26
ExerciseIn one sentence, write downthe most important thing thatyou hope your readersremember from your fact sheet.If the ...
UnexpectedSurprise gets our attention                              28
Example #1             29
Example #2             30
Example #3Identify a gap in knowledgeand seek to fill itCreate curiosity by asking aquestion and then answer thequestionEx...
Remember           32
Concreteness               33
Example #1Correct portion size of meat = size of a deck of cards                                                         34
Example #2Simulation of prejudiceJane Elliott’s experiment(Watch:http://www.pbs.org/wgbh/pages/frontline/shows/divided/etc...
Example #3 - Refugees“a single pensioner receives a monthly maximum of $1,012 in old age pension”                         ...
Remember           37
ExerciseLook at your fact sheet. Arethere statistics which you couldmake concrete?                                   38
Credibility              39
Example #1Marshall and Warren discover the real causes of ulcersNo one believed them; then they won the Nobel Prize       ...
Remember           41
Emotions           42
Example #1Don Draper (on Mad Men) pitches the carrouselhttps://www.youtube.com/watch?v=suRDUFpsHus                        ...
Example #2Don’t mess with Texascampaignhttps://www.youtube.com/watch?v=IhahJVkehUc                                        ...
Example #3I am Canadian ad                   45
Example #4 - Refugees“Maybe our pensioners should apply as refugees”                                                  46
Remember           47
Stories          48
Example #1Jared and Subway                   49
Remember           50
SUCCES(S)SimpleUnexpectedConcreteCredibleEmotionStories             51
Why is Gangnam Style so sticky?                              52
Take awayKnow the difference betweenactive and passive voiceKnow what the curse ofknowledge is.Know the six elements to ma...
Photo CreditsConversation by search engine people blogsticky pudding by JMC Photosairline toilet by jshyunToronto Star fro...
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6.1 making it stick lecture slides student notes

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6.1 making it stick lecture slides student notes

  1. 1. Making it stickLecture 6.1University of AlbertaALES 204Nancy Bray 1
  2. 2. Housekeeping 1. Assignment #1 grades will be released on Wednesday 2. Labs this week are in Arts 1-18 3. Mid-term. 30 multiple choice. Approx. 1 question per each lecture, 1 question per each chapter/assigned reading 2
  3. 3. Active and passive voice Active Passive The cats were not vaccinated (byThe owners did not vaccinate the cats zombies)The dogs ate the bottle caps The bottle caps were eaten (by zombies) The recommendation (by zombies) wasWe recommend you eat more spinach to eat more spinach The park will be closed at 11pm (byWe will close the park at 11 pm. zombies). 3
  4. 4. Lecture Outline1. Why do some things stick?2. The curse of knowledge3. How to make things stick: a. Simplicity b. Unexpectedness c. Concreteness d. Credibility e. Emotions f. Stories 4
  5. 5. 1. Why do some things stick? 5
  6. 6. Examples:Urban mythsThe library at X university isabout to collapse becauseengineers forgot to take intoaccount weight of books (false)Don’t flush when sitting on anairline toilet. It coulddisembowel you. (false) 6
  7. 7. Example: Therefugee mythOne ambiguous fact appearedin the Toronto Star on March11, 2004.“A single person receives$1,890 from the federalgovernment as start-upallowance, along with $580monthly social assistance,depending on how soon theperson is able to findemployment." 7
  8. 8. Letter to the editor "I also found it interesting that the federal government provides a single refugee with a monthly allowance of $1,890 and each can also get an additional $580 in social assistance for a total of $2,470.  This compares very well to a single pensioner who ... can only receive a monthly maximum of $1,012 in old age pension. Maybe our pensioners should apply as refugees." 8
  9. 9. The beginningLetter was sent to reporter,editor, and 100 other recipientsReport tried to correct mistakeby contacting writer, but e-mailaccount had been erasedToronto Star published thearticle without checking thefacts 9
  10. 10. The furor Toronto Star bombarded with e-mails about the letter They investigated and discovered their error The Ombudsman wrote apology stating that refugees did not make more than pensioners 10
  11. 11. It was too late... From 2004-2007, the letter appeared over 50 times in Canadian newspapers Sometimes twice or three times in the same newspaper 11
  12. 12. One editorwrote:A friend sent me an e-mail theother day that floored me. Ifigured the e-mail had to be agag, a typical Canadian-styleexaggeration aimed atseparating one’s leg from one’sbody by tickling the funny-bone. But then I read it again –and realized it was simply tooludicrous to be untrue. (BobGroeneveld, Langley Advance) 12
  13. 13. No one checkedNone of the newspapers checked with government sources to confirm the fact 13
  14. 14. Governmentissues factsheetIn 2006, the Canadiangovernment issues a fact sheetHas no impact 14
  15. 15. The myth goesinternationalIn 2007, the original e-mail wasaltered to fit the Americancontext, but kept the Canadiandollar figuresBegan to circulate in the U.S.In 2008, e-mail appeared inAustraliaIn 2012, e-mail reappeared inthe U.K. 15
  16. 16. Why is this idea so sticky? 16
  17. 17. How can you make your ideasstick? 17
  18. 18. 2. The Curse of Knowledge 18
  19. 19. The Curse 19
  20. 20. 2. How to Make Things Stick 20
  21. 21. SimpleSimple ideas stick 21
  22. 22. Example #1“No plan survives contact with the enemy” 22
  23. 23. Commander’s Intent FormIf we do nothing else during tomorrow’s mission, wemust ________The single, most important thing that we must dotomorrow is _______. 23
  24. 24. Example #2It’s the economy, stupidClinton’s 1992 election Campaign 24
  25. 25. Example #3 - Refugees“Refugees get more money than pensioners” 25
  26. 26. Remember 26
  27. 27. ExerciseIn one sentence, write downthe most important thing thatyou hope your readersremember from your fact sheet.If the reader remembers onething from my fact sheet, itshould be _________________. 27
  28. 28. UnexpectedSurprise gets our attention 28
  29. 29. Example #1 29
  30. 30. Example #2 30
  31. 31. Example #3Identify a gap in knowledgeand seek to fill itCreate curiosity by asking aquestion and then answer thequestionExample: Which famousrestaurant was found to haveslime in the ice machine? 31
  32. 32. Remember 32
  33. 33. Concreteness 33
  34. 34. Example #1Correct portion size of meat = size of a deck of cards 34
  35. 35. Example #2Simulation of prejudiceJane Elliott’s experiment(Watch:http://www.pbs.org/wgbh/pages/frontline/shows/divided/etc/syno) 35
  36. 36. Example #3 - Refugees“a single pensioner receives a monthly maximum of $1,012 in old age pension” 36
  37. 37. Remember 37
  38. 38. ExerciseLook at your fact sheet. Arethere statistics which you couldmake concrete? 38
  39. 39. Credibility 39
  40. 40. Example #1Marshall and Warren discover the real causes of ulcersNo one believed them; then they won the Nobel Prize 40
  41. 41. Remember 41
  42. 42. Emotions 42
  43. 43. Example #1Don Draper (on Mad Men) pitches the carrouselhttps://www.youtube.com/watch?v=suRDUFpsHus 43
  44. 44. Example #2Don’t mess with Texascampaignhttps://www.youtube.com/watch?v=IhahJVkehUc 44
  45. 45. Example #3I am Canadian ad 45
  46. 46. Example #4 - Refugees“Maybe our pensioners should apply as refugees” 46
  47. 47. Remember 47
  48. 48. Stories 48
  49. 49. Example #1Jared and Subway 49
  50. 50. Remember 50
  51. 51. SUCCES(S)SimpleUnexpectedConcreteCredibleEmotionStories 51
  52. 52. Why is Gangnam Style so sticky? 52
  53. 53. Take awayKnow the difference betweenactive and passive voiceKnow what the curse ofknowledge is.Know the six elements to makeit stick.For further reading (notrequired): Made to Stick byChip & Dan Heath 53
  54. 54. Photo CreditsConversation by search engine people blogsticky pudding by JMC Photosairline toilet by jshyunToronto Star front pagecurse stone by Tiggrrr42s by Leo Reynoldsarmy commander by USAG-Humphreyseconomy-stupid by James Carvilleapple core by roger.karlssonsimple by Ferran.u by chrisinplymouthminivan by redteamsouthwest airlines by xplan303exnewspaper headline by Semper Eadem MCMLXXXIIsurprise by trinityc by chrisinplymouthmeat as deck of cards by Unhindered by Talentmartin luther king jr by U.S. Embassy New Delhisharing by cheesy42exercise by Sebastian Fritzonc by cobalt123Marshall and Warren win the Nobel prizegiving advice by WAstateDNR - Department of Natural Resourcese by chrisinplymouthJon Hamm (Don Draper) from AMCDon’t mess with Texas campaignYou deserve a break today campaigns by mag3737Jared and Subway campaignstorytelling by Squiggleglue by t. Murserefugees by United Nations PhotosGangnam Style Official CoverTake away by Jim Moran 54

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