Transcript Chie fExecutive Book Review #43:Made to Stick

Made to Stick
Why Some Ideas Survive and Others Die
by
Chip Heath & Dan Heath
We Share Ideas
chief
We Share Ideas
What Sticks?
• Kidney heist
– A myth
• Halloween candy tampering
– A myth
• Movie popcorn
– Real commercial, press picked up, stuck
• Sticky = Understandable, memorable, and
effective in changing thought or behavior
We Share Ideas
The “Stickiness” Factor
• The right people
• The “Stickiness” Factor
• The right context
We Share Ideas
Stickiness Principles
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Simple – 1 idea vs. 10
Unexpected – Grabs Attention
Concrete -- Visual
Credible – “Are you better off today?”
Emotional – They feel something
Stories – Jared of Subway
• A Simple, Unexpected, Concrete,
Credentialed, Emotional Story
We Share Ideas
What Gets in the Way?
The Curse of Knowledge
• Tappers & Listeners
– It’s hard to be a Tapper – you have a tune
playing in your head (that they don’t hear)
• We can’t imagine others don’t “know”
– Consider: “Unlocking Shareholder Value”
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Unexpected?
Concrete?
Emotional?
Story?
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What Gets in the Way?
The Curse of Knowledge
• Experts understand things to the point
of abstraction – conceptual knowledge
• They tend to explain things that way
• Novices don’t understand
– Not Concrete
– Not Simple
– Not Sticky
We Share Ideas
?
“Maximizing
Return on Equity”
?
Sticky vs. Abstract
• Consider: Kennedy - “Put a man on the
moon & return him safely by the end of
the decade”
– Simple?
– Unexpected?
– Concrete?
– Credible?
– Emotional?
– Story?
We Share Ideas
Sticky vs. Abstract
• Consider: Kennedy - “Put a man on the
moon & return him safely by the end of
the decade”
Or?
– Simple?
– Unexpected?
– Concrete?
– Credible?
– Emotional?
– Story?
We Share Ideas
“Our mission is to become
the international leader in
the space industry through
maximum team-centered
innovation and
strategically targeted
aerospace initiatives”
#1 - Simple
• Find the Core
– Southwest – “The low fare airline”
– Inverted Pyramid – most important at the top
• Force prioritization – If you say 3 things, you don’t
say anything
– “It’s the economy, stupid”
– Don’t bury the lead
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Where’s the Lead?
Kenneth L. Peters, the principal of Beverly
Hills High School, announced today that
the entire high school faculty will travel to
Sacramento next Thursday for a
symposium in new teaching methods.
Among the speakers will be anthropoligist
Margaret Mead, college president Dr.
Robert Maynard Hutchins, and California
governor Edmund “Pat” Brown.
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The Lead?
“There will be no school next Thursday”
We Share Ideas
#1 - Simple
• Share the Core
– Simple = “Core” + “Compact”
– Proverbs – Sound bites that are profound
• Bird in the hand (Aesop – 570 b.c.)
• Golden Rule
• “Names, Names, Names” – Small town paper
– Visual proverbs: The Palm Pilot wood block
– Existing Schemas: The Pomelo
– A high concept pitch: “Alien” = “Jaws on a Space
Ship”
– Generative analogy: Disney’s “cast members.”
We Share Ideas
#2 - Unexpected
• Get attention: Surprise
– Southwest flight safety announcement
– Break a pattern – Enclave Minivan (Ad Council)
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We Share Ideas
#2 - Unexpected
• Get attention: Surprise
– Southwest flight safety announcement
– Break a pattern – Enclave Minivan (Ad Council)
• “This is your brain on drugs”
– Break their guessing machine (on a core issue)
– and then fix it
– Avoid gimmicky surprise –
make it “postdictable”
Or?
“Our mission is to
– “The Nordie who…”
• Wraps a package from Macy’s provide the best
customer service
• Warms cars
in the industry”
• Refunds tire chains
We Share Ideas
#2 - Unexpected
• Hold attention: Interest
– Create a mystery: What are Saturn’s rings
made of?
– The Gap Theory of Curiosity: Highlight a
knowledge gap
• The news-teaser approach: “Which local restaurant
has slime in the ice machine?”
– Hold long-term interest: Sony’s
“pocketable radio” and the
“man on the moon.”
We Share Ideas
#1 + #2
1. Identify the central message you need to
communicate — find the core
2. Figure out what is counterintuitive about the
message — i.e., What are the unexpected
implications of your core message? Why isn’t it
already happening naturally?
3. Communicate your message in a way that
breaks your audience’s guessing machines
along the critical, counterintuitive dimension
4. Once their guessing machines have failed, help
them refine their machines
We Share Ideas
#3 - Concrete
• Help people understand and remember
– Write with the concreteness of a fable
(Sour grapes)
– Provide a concrete context: Asian teachers’
approach to teaching math (subtraction)
– Put people into the story: Accounting class
taught with a soap opera
– Use the Velcro theory of memory: The more
hooks in your idea, the better
We Share Ideas
#3 - Concrete
• Help people coordinate
– Drawings vs. Shop Floor: Find common ground at a
shared level of understanding
– Goals in tangible terms
• Our new plane (727) will fly 131 pax, MIA-LGA and land on
Runway 4-22 (<5,000’)
• Vs: “The best passenger plane in the world”
• The “Pocketable Radio”
– Create a common turf where people can bring their
knowledge to bear
• The VC pitch and the maroon portfolio (tablet computing)
– Talk about people, not data: Hamburger Helper’s inhome visits
We Share Ideas
#4 - Credible
• Help people believe – citing authority
– Ulcers are caused by bacteria
– Flesh-eating bananas
• External credibility
– Authority and antiauthority - Pam Laffin, smoker
Click here for Video
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#4 - Credible
• Internal credibility
– Convincing details: The 73 year old dancer
– Make statistics meaningful
• Nuclear warheads as BBs (5,000)
– The Human Scale principle – Covey Soccer Analogy
• 4 of 11 know which goal is theirs – only 2 care
– Which is more dangerous – shark or deer?
– The Sinatra Test: “If I can make it there, I’ll make it
anywhere”
• We handled Harry Potter and your brother’s board exams”
– Testable credentials
• “Are you better off today?”
• “Where’s the beef?”
We Share Ideas
#5 - Emotional
• Make people care
– The Mother Teresa principle
• If I look at the one, I will act
– People donate more to Rokia than to Africa
• 7-year old girl in Mali
– Appeal to self-interest
• The “benefit of the benefit” that they can imagine
themselves enjoying -- WIIFY
– Maslow’s higher needs
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Maslow’s “Heirarchy”
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Why Study Algebra?
• Expert reasons
– Communicating in symbols, math models of our world,
relationships between variable quantities, etc.
• Internet reasons
– Need to graduate, future math requires it, admission to
college, creating a budget, etc.
– Brother – sales rep for high-tech, now realizes Algebra
was important
• Dean Sherman, math teacher:
– You’ll never need this
– Weight lifting – knock over defender, carry groceries, lift
your grandchildren
– Mental weight training – Develop logic to be a better
lawyer, architect, prison warden, parent, etc.
We Sharedoctor,
Ideas
#6 – Stories
• Get people to act
• Simulation – Tell people
how to act & inspire them
– Key Plots
• Challenge – to overcome obstacles
• Connection – to get along or reconnect
• Creativity – inspire a new way of thinking
– Springboard stories - see how an existing
problem might change
We Share Ideas
Stickiness Principles
•
•
•
•
•
•
Simple – 1 idea vs. 10
Unexpected – Grabs Attention
Concrete -- Visual
Credible – “Are you better off today?”
Emotional – They feel something
Stories – Jared of Subway
• A Simple, Unexpected, Concrete,
Credentialed, Emotional Story
We Share Ideas
Made to Stick
Why Some Ideas Survive and Others Die
by
Chip Heath & Dan Heath
We Share Ideas