Made To Stick


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  • 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!!
  • Made To Stick

    1. 1. Darren Talbot LAM Territory 17
    2. 2. The Tipping Point <ul><li>How trends happen. </li></ul><ul><li>Things that change everyday life. </li></ul><ul><li>Epidemics – messages and behaviours spread like a virus. </li></ul>
    3. 4. Chip Heath & Dan Heath Why Some Ideas Survive and Others Die
    4. 5. What do we mean by “Stick”
    5. 6. Stick <ul><li>Your ideas are understood </li></ul><ul><li>Your ideas and messages are remembered. </li></ul><ul><li>You have lasting impact </li></ul><ul><li>That you change your audiences opinions or behaviour. </li></ul>
    6. 7. There are 6 principles <ul><li>S imple </li></ul><ul><li>U nexpected </li></ul><ul><li>C oncrete </li></ul><ul><li>C redible </li></ul><ul><li>E motional </li></ul><ul><li>S tories </li></ul>
    7. 9. SIMPLE <ul><li>The 1 st step to success is this: Be Simple </li></ul><ul><li>Not in terms of “dumbing down” or “sound bites”. </li></ul><ul><li>You don’t have to speak in monosyllables to be simple. </li></ul><ul><li>Find the core of the idea – it reminds people what's important. </li></ul>
    8. 10. SIMPLE <ul><li>* Simple = Core + Compact </li></ul><ul><li>* Think proverbs </li></ul>
    9. 12. UNEXPECTED <ul><li>“ if we want to motivate people to pay attention , we should seize the power of big surprises ” </li></ul>
    10. 13. UNEXPECTED <ul><li>Hold Attention Interest </li></ul><ul><li>Create mystery. Highlight a knowledge gap. Tease with information. </li></ul>
    11. 14. Tease information <ul><li>To make our communication more effective, we need to shift our thinking from… </li></ul><ul><li>“What information do I need to convey? </li></ul><ul><li>to </li></ul><ul><li>“What question do I want customer/audience </li></ul><ul><li>to ask?” </li></ul>
    12. 17. CONCRETE <ul><li>Help People Understand and Remember. </li></ul><ul><li>Use Velcro theory of memory. </li></ul><ul><li>The more hooks in your message or idea, the better. </li></ul><ul><li>Make them experience the idea. </li></ul>
    13. 18. Questions <ul><li>Remember the capital of the UK </li></ul><ul><li>Remember the first line of “hey Jude” </li></ul><ul><li>Remember the Mona Lisa </li></ul><ul><li>Remember the house where you spent your childhood </li></ul><ul><li>Remember the definition of “truth” </li></ul><ul><li>Remember the definition of “an apple” </li></ul>
    14. 19. Abstract v Concrete <ul><li>Concrete words are easier to remember. </li></ul><ul><li>E.g. bicycle or tomato or dosage </li></ul><ul><li>Abstract makes things harder to understand as they are open to interpretation. </li></ul><ul><li>E.g. justice or personality or efficacy. </li></ul>
    15. 20. CONCRETE <ul><li>Invite people to be inclusive. </li></ul><ul><li>Don’t force people to join in, encourage them to contribute emphasising the value of their ideas. </li></ul>
    16. 22. CREDIBLE <ul><li>Help People Believe. </li></ul><ul><li>External Credibility Use of authorities and antiauthorities. </li></ul><ul><li>Honesty and trustworthiness matters, not status! </li></ul>
    17. 24. CREDIBLE <ul><li>Help People Believe </li></ul><ul><li>Internal Credibility </li></ul><ul><li>Boost Credibility – use vivid details </li></ul><ul><li>Make statistics available. “Humanize” them. </li></ul>
    18. 26. CREDIBLE <ul><li>Help People Believe </li></ul><ul><li>Internal Credibility </li></ul><ul><li>Sinatra test – “if you can make it there, you an make it anywhere. </li></ul>
    19. 28. EMOTIONAL <ul><li>Make People Care. </li></ul><ul><li>Stay away from anything that needs analyzing!! Think of truth campaigns (anti –smoking) </li></ul>
    20. 30. EMOTIONAL <ul><li>Appeal to Self – Interest </li></ul><ul><li>If you want people to care, tap into things that they care about. </li></ul><ul><li>Emphasise benefits. Make them visualise. Think of higher levels of Maslow’s Hierarchy! </li></ul>
    21. 33. STORIES <ul><li>Get People to Act! </li></ul><ul><li>“The right kind of story is, effectively, a simulation. </li></ul><ul><li>“Stories are like flight simulators for your brain!” </li></ul>
    22. 35. STORIES <ul><li>Get People to Act! </li></ul><ul><li>Inspirational Stories. Think of Jared from Subway’s story. </li></ul><ul><li>Stories that tell people about possibilities </li></ul><ul><li>Springboard stories. </li></ul>
    23. 36. From the Champix newsletter <ul><li>: </li></ul><ul><li>Four members of the same family who smoked 90 to 95 cigarettes a week, have successfully quit after using Champix </li></ul><ul><li>Grandmother Sally Newbury, 69, was a smoker for 50 years, lighting up between 20 to 30 times a day, costing her more than £2,700 a year. She started taking Champix and hasn't had a cigarette since mid-March </li></ul><ul><li>She sates, ‘The tablets really kill your cravings. My husband still smokes 10 a day and at first I asked him to smoke away from me but it doesn't bother me now as I'm not tempted.' </li></ul><ul><li>Sally's daughter Janice Dugan said: 'I had tried to give up a few years ago but I only lasted five days. I would really recommend the tablets and now I can't stand the smell of cigarettes.' </li></ul><ul><li>The family have saved enough money for a two-week holiday in Lanzarote </li></ul><ul><li>Another success story, Paul Dugan, 27, who started his Champix treatment in April, said: 'I feel so much better. I've started going to the gym and my running is so much easier. And I can really taste my food.' </li></ul>
    24. 37. Six Principles of Sticky <ul><li>S imple </li></ul><ul><li>U nexpected </li></ul><ul><li>C oncrete </li></ul><ul><li>C redible </li></ul><ul><li>E motional </li></ul><ul><li>S tories </li></ul>
    25. 38. Thanks for listening! Any questions