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Six principles make ideas stick
- 1. Darren Talbot LAM Territory 17
- 4. Chip Heath & Dan Heath Why Some Ideas Survive and Others Die
- 5. What do we mean by “Stick”
- 38. Thanks for listening! Any questions
Editor's Notes
- Sesame St – not a fluck – if you can hols childrens attention, you can educate them!! Mavens, connectors and salespeople.
- Urban myths Body in the bath - loss of kidney Coke rots your teeth You can see great wall from space Russians and the pencils v pen
- Commanders intent No plan battle plan survives contact with the enemy No sales plan survives contact with the customer!! Southwest airlines – THE low cost airline!! The idea of Caesar salad! Burying the lead – the journalist story. – compare to our role, use the “pyramid” headline Don't bury the lead – make the core message interesting!
- *” Bird in the hand is worth 2 in the bush!” What is core- the warning is giving something up which is a sure think v something which is speculative. – proverbs been around for 2,500 years. Hollywood – core message e.g. Speed – die hard on a bus!! Or Alien – Jaws in space
- Surprise gets peoples attention Interest – keeps peoples attention (gossip, conspiracy theories!) e.g. Norsdtrom in USA will gift wrap purchases from other stores!
- Hollywood films, mystery novels all create a “gap”
- Memory is like velcro one side hooks one side loops – put together they stick! Brain similar – the more hooks on a message or idea the better cling to memory.
- Notice it feels different as you remember different things!
- Be aware of the “curse of knowledge” – our experience in a disease area is deep compared to a GP ( jack of all trades) Tappers and listeners game! We can forget that customers don’t know what we know.
- The Sinatra test Credibility – if you have catered for dinner at the white house or No 10. If you are the security firm that looks after the bank of England. If you can make it there.. You can make it anywhere! Solid examples build credibility and win “hearts and minds”
- Statistics Humanising statistics gives them more POWER!!
- The Sinatra test Credibility – if you have catered for dinner at the white house or No 10. If you are the security firm that looks after the bank of England. If you can make it there.. You can make it anywhere! Solid examples build credibility and win “hearts and minds”
- A lot of focus when motivating people is focused on the bottom of the pyramid. Aim higher!!