The document summarizes key concepts from the book "Made to Stick" about making ideas stick or spread effectively. It discusses six principles for stickiness: simple, unexpected, concrete, credible, emotional, and story-based. Following these principles can help ideas gain attention, be understood and remembered, be believed, inspire emotion and care, and motivate action through compelling stories. The goal is to engage and motivate audiences for ideas to spread and goals to be achieved.
Summary of the book, "Made to Stick" on the topic of how to communicate ideas so that they'll catch on easily. Essential read for marketing folks and entreprenuers
Based on Chip & Dan Heath's bestseller 'Made to Stick', this slide deck shows how we can apply 6 rules to make our own messages “stick”. With social media case studies from Mc Donalds Gol! World Cup Brasil commercial, P&G's #LikeAGirl campaign, Dumb Ways to Die and more.
At Big Fish Presentations, we know that boring presentations have absolutely nothing to do with the topic. If the content doesn't seem interesting, you can change that by how you present the information. Here are 8 ways to make ANYTHING interesting.
A quick intro to the most important leadership capability for professionals in the 21st Century!
Contact us for more details on our practical and effective bespoke Storytelling for Business learning programme:
Email: andy@elc.com.tr
Tel: 0044 7914 691549
A presentation that explains the what, why and how of storytelling in business. It's an expanded version of the presentation that I gave at the Digital Marketing for Business Conference in Raleigh, NC in 2013.
Summary of the book, "Made to Stick" on the topic of how to communicate ideas so that they'll catch on easily. Essential read for marketing folks and entreprenuers
Based on Chip & Dan Heath's bestseller 'Made to Stick', this slide deck shows how we can apply 6 rules to make our own messages “stick”. With social media case studies from Mc Donalds Gol! World Cup Brasil commercial, P&G's #LikeAGirl campaign, Dumb Ways to Die and more.
At Big Fish Presentations, we know that boring presentations have absolutely nothing to do with the topic. If the content doesn't seem interesting, you can change that by how you present the information. Here are 8 ways to make ANYTHING interesting.
A quick intro to the most important leadership capability for professionals in the 21st Century!
Contact us for more details on our practical and effective bespoke Storytelling for Business learning programme:
Email: andy@elc.com.tr
Tel: 0044 7914 691549
A presentation that explains the what, why and how of storytelling in business. It's an expanded version of the presentation that I gave at the Digital Marketing for Business Conference in Raleigh, NC in 2013.
Inspired Storytelling: Engaging People & Moving Them To ActionKelsey Ruger
Most projects, presentations or initiatives are driven by facts and features the team believes will help them deliver a product or message. While facts and data are important for setting the stage and communicating goals, they’re rarely what persuades an audience or gets them to take action.
In this workshop, you will learn how to use that connection, by teaching basic skills in visual thinking and storytelling that will that transform projects and initiate action.
Strategic Storytelling | Business Presentation TechniquesJeremey Donovan
Learn how to: (a) craft persuasive business presentations using proven narrative frameworks, (b) design data-driven slides, and (c) master your verbal and non-verbal delivery.
Formulating the best presentation for your next sales meeting can seem like rocket science. Where do you start? Should you use graphs and pie charts? How do you conclude your presentation?
The presentation scientists at PGi have the answers. Check out the five elements you need to create a winning presentation design that will have your prospect saying "yes" to you and your products.
The Startup Design Toolkit - a design-thinking approach to startups and produ...Alejandro Rios Peña
When PMs or entrepreneurs tackle a new product venture, they need to acquire and combine skills and tools from the Development, Business and Design fields. In this session, the following topics will be introduced:
- Is there really a formula for new product or startup success?
- What is Design-Thinking and how it is driving innovation around the world?
- Building a Toolkit: a subset of practical tools curated from the Lean Startup, Customer Development, Design-Thinking and other methods, to really help entrepreneurs to accelerate and find a scalable business model.
http://productcampsf.com/proposed-session-a-design-thinking-approach-to-pm-and-startups/
Are you nervous about an upcoming presentation? Use these tips to step up your presentation game and give the audience an experience they won't forget.
This workshop had 5 main goals:
1) Overview about design thinking
2) Understand a bit about how our mind works through the 30 circles exercise
3) Work deep on the problem definition
4) Brainstorming through using Disney Method to stimulate the creative side of the mind
5) Prototype something tangible
2017 Convene Canada AHP conference presentation on leadership. Some say that leaders make or break organizations and I say, having an organizational leader with a growth mindset is absolutely key to thriving in today's competitive environment.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
I gave a talk on the role of Design Thinking to leaders in the financial industry. The focus was on user centric thinking to innovate financial products and digital services. (all case material is removed)
10x THINKING: innovation mindset from googleAnnova Studio
One of the key elements of Google's innovation strategy is a 10x thinking mindset. This presentation gives an overview of why Google founders think it's important and what is a perspective shift
Expanding SaaS Funnels with Product-Led GrowthLucas Neo
Its instinctive to think about Marketing and Sales when we talk about Growth. Between 2016 and 2017, we took a Product-led approach and significantly expanded our top of funnel leads. Learn about why product led growth is the future and how your company can move towards it too.
This talk was presented at Holistics Office on 2nd August 2018 in Ho Chi Minh.
10 Things your Audience Hates About your PresentationStinson
See it with animations! https://vimeo.com/179236019
It’s impossible to win over an audience with a bad presentation. You might have the next big thing, but if your presentation falls flat, then so will your idea. While every audience is different, there are some universal cringe-worthy presentation mistakes that are all too common. Whether you’re an amateur or a seasoned presenter, you should always avoid this list of top 10 things your audience hates. Are you committing any of these 10 fatal presentation sins?
For more presentation help, visit stinsondesign.com/blog
This is a 5-step model for creating a metrics framework for your business & customers, and how to apply it to your product & marketing efforts. The "pirate" part comes from the 5 steps: Acquisition, Activation, Retention, Referral, & Revenue (AARRR!)
A compilation of proven distinctions on what makes a World-Class Presenter. Written by Eric Feng, Presentation Coach ( http://ericfeng.com ) and Designed by SlideComet ( http://slidecomet.com ). Enjoy!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!Jeph Maystruck
Made to stick has been the long time go-to book on advertising and creating a sticky message. Chip and Dan heath obviously get it, the book is packed full of examples of the 6 SUCCES principles of sticky ideas. Simple, Unexpected, Concrete, Credible, Emotional and Stories.
Inspired Storytelling: Engaging People & Moving Them To ActionKelsey Ruger
Most projects, presentations or initiatives are driven by facts and features the team believes will help them deliver a product or message. While facts and data are important for setting the stage and communicating goals, they’re rarely what persuades an audience or gets them to take action.
In this workshop, you will learn how to use that connection, by teaching basic skills in visual thinking and storytelling that will that transform projects and initiate action.
Strategic Storytelling | Business Presentation TechniquesJeremey Donovan
Learn how to: (a) craft persuasive business presentations using proven narrative frameworks, (b) design data-driven slides, and (c) master your verbal and non-verbal delivery.
Formulating the best presentation for your next sales meeting can seem like rocket science. Where do you start? Should you use graphs and pie charts? How do you conclude your presentation?
The presentation scientists at PGi have the answers. Check out the five elements you need to create a winning presentation design that will have your prospect saying "yes" to you and your products.
The Startup Design Toolkit - a design-thinking approach to startups and produ...Alejandro Rios Peña
When PMs or entrepreneurs tackle a new product venture, they need to acquire and combine skills and tools from the Development, Business and Design fields. In this session, the following topics will be introduced:
- Is there really a formula for new product or startup success?
- What is Design-Thinking and how it is driving innovation around the world?
- Building a Toolkit: a subset of practical tools curated from the Lean Startup, Customer Development, Design-Thinking and other methods, to really help entrepreneurs to accelerate and find a scalable business model.
http://productcampsf.com/proposed-session-a-design-thinking-approach-to-pm-and-startups/
Are you nervous about an upcoming presentation? Use these tips to step up your presentation game and give the audience an experience they won't forget.
This workshop had 5 main goals:
1) Overview about design thinking
2) Understand a bit about how our mind works through the 30 circles exercise
3) Work deep on the problem definition
4) Brainstorming through using Disney Method to stimulate the creative side of the mind
5) Prototype something tangible
2017 Convene Canada AHP conference presentation on leadership. Some say that leaders make or break organizations and I say, having an organizational leader with a growth mindset is absolutely key to thriving in today's competitive environment.
How to Create a Killer Creative Brief with Wild AlchemyUnited Adworkers
United Adworkers had the honor of hosting Lynette Xanders with Wild Alchemy to share her incredible knowledge and insights on "How to Create a Killer Creative Brief". For more information about Wild Alchemy and Lynette Xanders, visit WildAlchemy.com.
60 Minute Brand Strategist: Extended and updated hard cover NOW available.Idris Mootee
This book includes the very latest thinking on branding and brand strategy. It has been published in different many languages and use by top global brands to train their brand managers. New updated hard cover version is not available from Amazon May 2013
Pls view in full screen mode. Published in more than 5 languages.
I gave a talk on the role of Design Thinking to leaders in the financial industry. The focus was on user centric thinking to innovate financial products and digital services. (all case material is removed)
10x THINKING: innovation mindset from googleAnnova Studio
One of the key elements of Google's innovation strategy is a 10x thinking mindset. This presentation gives an overview of why Google founders think it's important and what is a perspective shift
Expanding SaaS Funnels with Product-Led GrowthLucas Neo
Its instinctive to think about Marketing and Sales when we talk about Growth. Between 2016 and 2017, we took a Product-led approach and significantly expanded our top of funnel leads. Learn about why product led growth is the future and how your company can move towards it too.
This talk was presented at Holistics Office on 2nd August 2018 in Ho Chi Minh.
10 Things your Audience Hates About your PresentationStinson
See it with animations! https://vimeo.com/179236019
It’s impossible to win over an audience with a bad presentation. You might have the next big thing, but if your presentation falls flat, then so will your idea. While every audience is different, there are some universal cringe-worthy presentation mistakes that are all too common. Whether you’re an amateur or a seasoned presenter, you should always avoid this list of top 10 things your audience hates. Are you committing any of these 10 fatal presentation sins?
For more presentation help, visit stinsondesign.com/blog
This is a 5-step model for creating a metrics framework for your business & customers, and how to apply it to your product & marketing efforts. The "pirate" part comes from the 5 steps: Acquisition, Activation, Retention, Referral, & Revenue (AARRR!)
A compilation of proven distinctions on what makes a World-Class Presenter. Written by Eric Feng, Presentation Coach ( http://ericfeng.com ) and Designed by SlideComet ( http://slidecomet.com ). Enjoy!
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!Jeph Maystruck
Made to stick has been the long time go-to book on advertising and creating a sticky message. Chip and Dan heath obviously get it, the book is packed full of examples of the 6 SUCCES principles of sticky ideas. Simple, Unexpected, Concrete, Credible, Emotional and Stories.
What is leadership?
Can you be a better leader?
What should you do to motivate people?
How to motivate yourself?
#WikiCourses
http://wikicourses.wikispaces.com/Topic11+Leadership+and+Motivation
Evolving as a Leader means that we have to change and we have to lead our own change. Leadership doesn't mean creating followers, but creating other Leaders.
Preparing or your presentation ....
Before your presentation ...
During your presentation ....
What should you do?
#AcademyOfKnowledge
https://sites.google.com/academyofknowledge.org/commskills/effective-communication/presentations
https://www.youtube.com/watch?v=jIgmKLaJdB8
What is conflict?
Good conflict, bad conflict!
What is the process of conflict?
Bad conflict styles!
#WikiCourses
https://wikicourses.wikispaces.com/Topic+Understanding+Conflict
Telling Your Story to Motivate Donors and Advocates for Your CauseRachel Kubicki
This presentation focuses on the importance of great story telling and also provides step by step instructions for creating your story. Included you will find examples, quotes for inspiration, and more. This is intended for board members, nonprofit executives, fundraisers and volunteers. The goal is to equip you with a strong story that attracts and motivates others to engage with your nonprofit.
A philosophical inquiry presented to students to assist in developing truth seeking, questioning and skepticism when filtering information from various media sources.
We walk around everyday with pre-existing stories that act as filters to what we read, see, hear and smell. We use what we know to make sense of a thing and pass a judgement on whether or not it fits within the narrative we choose to believe. We seek meaning, and much of that meaning is based on what we already know and accept to be true. In this session, participants will learn to use story-based strategy in their organizational analysis to think through and develop appropriate messages that will ring with their audiences. Story-based strategy & analysis helps us understand and more effectively frame narratives that are acceptable and believable to them. It also helps us think about how to challenge and contest narratives that work against our own strategies. This is an introduction to my course on this subject.
020415 business storytelling by cynthia hartwigCynthia Hartwig
Anyone familiar with the Bible and Aesop’s fables already knows that stories are the oldest persuasive tool since the dawn of time. And now everybody from the The Wall Street Journal to LinkedIn is saying that storytelling will be the number one business skill needed in the next five years. That’s why you should run, don’t walk, to see the hands-on business storytelling workshop with Cynthia Hartwig, fiction writer and co-founder of Two Pens.
Over the course of her career in advertising and social media, Cynthia Hartwig has honed the act of telling stories into a fun and practical art. She’ll lead you in a series of practice-makes-perfect exercises that will help you to persuade, excite, sell and sway people to your point of view.
You’ll see how stories can be used in all kinds of business settings to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media.
You’ll learn the mechanics of telling a story with a beginning that hooks you, to a middle that builds tension, to a satisfying end.
You’ll learn how to weave rich information (even numbers) with personal insights and emotional power and then experience the thrill of having an audience remember what you’ve said. Many writing exercises are included to help you tap into the mind’s unique hard-wiring that can create a story out of almost any experience.
Bringing your brand to life: helping people to tell their stories honestly | ...CharityComms
Shree Rajani, head of communications, Versus Arthritis
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Business Storytelling by Cynthia Hartwig of Two PensCynthia Hartwig
Anyone familiar with the Bible and Aesop’s fables already knows that stories are the oldest persuasive tool since the dawn of time. And now everybody from the The Wall Street Journal to LinkedIn is saying that storytelling will be the number one business skill needed in the next five years. That’s why you should run, don’t walk, to see the hands-on business storytelling workshop with Cynthia Hartwig, fiction writer and co-founder of Two Pens.
Over the course of her career in advertising and social media, Cynthia Hartwig has honed the act of telling stories into a fun and practical art. She’ll lead you in a series of practice-makes-perfect exercises that will help you to persuade, excite, sell and sway people to your point of view.
You’ll see how stories can be used in all kinds of business settings to communicate and connect with employees, customers, colleagues, partners, suppliers, and the media.
You’ll learn the mechanics of telling a story with a beginning that hooks you, to a middle that builds tension, to a satisfying end.
You’ll learn how to weave rich information (even numbers) with personal insights and emotional power and then experience the thrill of having an audience remember what you’ve said. Many writing exercises are included to help you tap into the mind’s unique hard-wiring that can create a story out of almost any experience.
Every day brands create content with the hopes that it will "go viral". The prospect of a massive amount of earned media (i.e. free impressions) is provocative, but how realistic is it? In order to create content that people will share we must understand certain undeniable truths that are grounded in who we are as humans and how we interact with each other.
This presentation will uncover why, how, and when people share using psychological, neurological, and biological truths. I will then apply these truths to a simple set of principles that will help improve the likelihood that the content you are creating is more sharable. It might not go viral, but more people will see it.
See video from Austin here: https://www.youtube.com/watch?v=twe5KL84BCY
Take charge of the political narrative by knowing your values and framing the debate. Presentation discusses George Lakoff's framing principles discussed in the book"Don't Think of an Elephant!"
FocusU Book Review: Contagious by Jonah Berger FocusU Engage
The phenomenon of things going viral is a recent one, thanks largely to social media. Is there a way to decipher this trend?
While there is no clear formula yet, the book Contagious by Jonah Berger, gives some great insights into how to engineer this, through a whole bunch of engaging stories and examples.
Do pick up this book!
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An EFL lesson about the current events in Palestine. It is intended to be for intermediate students who wish to increase their listening skills through a short lesson in power point.
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We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
How to Split Bills in the Odoo 17 POS ModuleCeline George
Bills have a main role in point of sale procedure. It will help to track sales, handling payments and giving receipts to customers. Bill splitting also has an important role in POS. For example, If some friends come together for dinner and if they want to divide the bill then it is possible by POS bill splitting. This slide will show how to split bills in odoo 17 POS.
1. Made to Stick
Why Some Ideas Survive
and Others Die...
A
presentation
by
Adrian
Bashford
2. Which is True?
• 38 NY citizens stood by and watched as a
woman was attacked 3 times and murdered
• Coca-Cola rots your bones
• The Great Wall of China is the only man-
made object visible from the moon
• You use only 10% of your brain
3. About the Authors
or their ‘Sticky’ credentials
• Brothers: Chip and Dan Heath
• Chip Heath: Professor of organizational behaviour,
Stanford University & ‘Fast Company’ Magazine
columnist. Consulted on “making ideas stick” to
Nike, Ideo (!) and the American Heart Institute.
• Dan Heath: Founder of Thinkwell Publishing,
education consultant to Harvard Business School,
Duke University & winner of the 2005 New Yorker
Cartoon Caption Contest.
4. What needs ‘Stickiness’?
• Ideas • Brand
• Marketing • Public health
• Uncommon sense • Politicians
• Business objectives • Charities
• Your résumé • ...
• Urban Myths • Everything?
5. Are you inspired?
“Our mission is to become the
international leader in the space industry
through maximum team-centred
innovation and strategically targeted
aerospace initiatives.”
Don’t most corporate vision/missions sound like this?
6. What did JFK know?
“I believe this nation should commit itself,
to achieving the goal, before this decade
is out, of landing a man on the moon and
returning him safely to the earth.”
He knew the
secret of
S.U.C.C.E.S.(s)
8. We will talk about...
• Simple - How Clinton used it to get elected
• Unexpected - Why Nordstrom employees stand out
• Concrete - Exactly how unhealthy is theatre popcorn?
• Credible - Winning a court case using a Darth Vader
toothbrush
• Emotional - Why you’ll donate less after solving a math
problem
• Story - How a guitar can unite a nation
9. 1. Simple =
Core & Compact
• The most important decision you have to
make
• What is the one thing you want people to
remember
• What is the one thing you want people to do?
To make a profound idea compact you've got to pack
a lot of meaning into a little bit of messaging.
10. Getting to Simple
• The 3 Why?’s (or 5 if you are Toyota)
• Avoiding the ‘Curse of Knowledge’
• Use what’s there: Analogies, Schemas*
& Generative Metaphors
*Material covered in more detail
11. Schema: Using
What’s There
• Schema = Collection of generic properties of a concept or
category which are pre-recorded in our brains.
• Which are you more likely to remember?
• The pomelo, (Citrus maxima or Citrus grandis), is a citrus fruit native to
South East Asia. It is usually pale green to yellow when ripe, with sweet
white (or, more rarely, pink or red) flesh and very thick spongy rind. It is the
largest citrus fruit, 15-25 cm in diameter, and usually weighing 1-2 kg.
• A pomelo is basically a supersized grapefruit with a very thick and soft rind.
12. Simple & Clinton
• James Carville: Lead strategist for the
Clinton campaign’s successful run in 1993
• “Its the economy stupid”
• People need a constant reminder to fight
the temptation to do too much.
• Clinton had to give up other cherished
Not Clinton platform elements to focus on the one
message that would drive him to victory.
13. 2. UNEXPECTED
• Why is ‘Unexpected’ important to ‘Stickiness’?
• You have to get people to pay attention to
your message
• Once you have their attention, you must
keep it
vs.
14. Getting Interest
• Methods:
• Break a pattern
• Open a knowledge gap
• Pose a question or puzzle
• Challenge people to predict an outcome
• Use a mystery story
15. Maintaining Interest
• Methods:
• The gap theory of curiosity
• Close knowledge gaps while opening new ones
• Turning point concept
• Shift from conveying information to deciding
what questions you want your audience to ask
16. Examples
• Nordstroms
• Ad Council - The Enclave Minivan
• WestJet & Southwest Airlines
• Subway
You don’t get what you
expect, so you remember!
17. 3. CONCRETE
• Why is ‘Concreteness’ important to ‘Stickiness’?
• You need to connect a diverse audience to
your idea
• To get your message across you must be clear
• Your message must be memorable
Concreteness is used to dispel
‘The Curse of Knowledge’
18. Concrete: Examples
• Why did Kennedy choose “landing a man on the
moon and returning him safely to the earth” instead
of “strategically targeted aerospace initiatives”?
• When presented a difficult concept, people desire ‘an
example’
• The average American would not resonate with
achieving an ‘aerospace initiative’, but ‘man on
moon’ was very Concrete.
19. Concrete: Images
A medium bag of popcorn is as bad for you as:
=
Combined!!
Isn’t this easier to remember than
“Popcorn has XX grams of saturated fat”?
20. 4. CREDIBLE
• Why is ‘Credibility’ important to ‘Stickiness’?
• So far, you have decided on your message,
got people’s attention and made memorable...
• Now you have to get people to believe it!
21. Making the Incredible
Credible (for Mortals)
• The self-testable credential*
• Borrow someone else’s credibility
• The anti-authority (stories with real people)
• Lies, damn lies & statistics
• The significant impact of detail*
22. Self-testable Credentials
Was the little old lady a world renowned burger expert,
public figure or Nobel Laureate?
Where did the power of this message come from?
23. Detail
Credibility & the Darth Vader
toothbrush.
• Study included several multiple identical court cases, each
identical, with two variables:
• Evidence was presented with additional vivid –but
irrelevant– detail either in defence or in prosecution
evidence against ‘bad parents’
• Jurors were different for each trial
• 5.8/10 jurors found the parents guilty in one scenario, 4.3/10
in the other
Make sure your alibi has lots of detail!*
25. Emotion = Action
• Think about the previous video:
• Who was the target audience?
• What emotions would it elicit in that audience?
• Why would this translate into action?
‘Truth Campaign’ facts:
Remembered spontaneously by 22% of kids
Kids exposed to this campaign were 66% LESS likely to smoke.
2 years later, smoking had dropped 18% in high school and
40% in middle school.
26. Emotional Hurdles
• People are usually reluctant to spell out the ‘WIIFM’
• Semantic Stretch - Words that have a lot of emotional
impact get overused
• Our analytical brain - Much like surprise and anger
being ‘Sticky’ opposites, so are analytical thought
and emotion
• We are hard-wired to feel emotion for people, not
abstractions*
• People aren’t motivated by the same things, or even
necessarily by self-interest!
27. Piggy-Backing
Emotions Example
• Target audience: 18 to 35-year old,
pickup-driving anti-authoritarian male
who liked sports and country music,
and wasn't motivated by emotional
associations with cuddly owls. Also
happened to be the worst litter offender
in Texas.
• Getting Bubba to identify the tough
masculine texan as someone who
doesn’t litter
28. Caring About the
Individual
"If I look at the mass, I will never act. If I look at the one, I will."
- Agnesë Gonxhe Bojaxhiu
(Blessed Theresa of Calcutta)
• IDEO video from the perspective of a patient that
goes into the hospital for a leg fracture
• The doctor as patient
• The doe-eyed Ethiopian child vs. statistics
29. 6. STORY
Question:
Can a guitar unite a nation?
30. The Velcro™ Theory of Memory
& Story
• Imagine your brain as having the
thousands of loops of a piece of
Velcro™ - representing all of its
diverse filing cabinets of memory
• The theory proposes that the
more hooks your story has, the
more likely it is to stick in your
memory
As you hear a story, you live it in
your own mind... like experience.
31. Inspirational Plots
• Of all plot types, 3/25 are ‘inspirational’:
• The Challenge Plot
• The Creativity Plot
• The Connection Plot
• Chicken Soup stories: 80% are ‘inspirational’
• People Magazine: 60% of non-celebrity stories
Inspiration leads to action.
32. Six String Nation’s
SUCCESs
• Simple - 1 Canada: not ‘red’ or ‘blue’
• Unexpected - Someone built a guitar out of 64 parts that
represent Canada?
• Concrete - Guitar is based on real objects that represent parts of
Canada
• Credible - Borrows credibility from famous people and places,
as well as anti-authorities
• Emotional - Feeling of patriotism, all Canadians have a link to
this guitar in some way, love of music
• Story - Each part has a story, and the guitar itself now is creating
many more!
33. Cheat Sheet:
For an idea to stick, it must make the audience:
1. Pay attention - UNEXPECTED
2. Understand and remember it - CONCRETE
3. Agree / Believe - CREDIBLE
ticky
4. Care - EMOTION
5. Be able to act on it - STORY
S
34. One Final Thing...
• By using the S.U.C.C.E.S.s framework, you are
seeking to create an engaged and motivated
audience for your idea
• This audience has a say in how the message
lives and is passed on
The success of our ideas isn't whether
people mimic them exactly, it's wether we
achieve our goals.