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Jan 11, 2016
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Made to Stick
Why Some Ideas Survive And Others Die
Chip Heath and Dan Heath
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What SticksKidney HeistHalloween CandyMovie Popcorn
Sticky = understandable, memorable, and effectivein changing thought or behavior
Six Principles of StickySimpleUnexpectedConcreteCredibleEmotionalStories
THE VILLAIN: Curse of Knowledge
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Made to Stick
Made to Stick
SIMPLE
Find the Core:Leaders Intent: Determine the single most inportant thingTHE low-fare airlineIt’s the economy stupid
Share the CoreProverbs (Sour Grapes)Sound bites that are profoundHigh Concept pitch (Speed = Die Hard on a bus)
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Made to Stick
UNEXPECTED
Get Attention SurpriseBreak a PatternBreak people’s guessing machineSurprise core (teacher conference)
Hold Attention InterestWhat are Saturns’s rings made ofWhich local restaurant has slime in the ice machine
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Made to Stick
CONCRETE
Help People Understand and RememberConcrete FableLandscapes as eco-celebritiesThe Velcro theory: The more hooks the better
Help People CoordinateFind common groundSet common goalsTalk about people not data
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Made to Stick
CREDIBLE
Help People BelieveThe Nobel-winning ulcer insight no one believed
External CredibilityAuthority
Internal CredibilityMake statistics accessible – Nuclear warheads as BBsFind an example that passes the Sinatra Test
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Made to Stick
EMOTIONAL
Make People Care Mother Teresa Principle ( If I look at one, will act)
Use Power of AssociationUnique isn’t unique anymoreSportsmanship – “honoring the game
Appeal to Self- InterestVisualizing what it could do for youIraq mess tent – I’m in charge of morale
Appeal to IdenityWhat do people like me do in this situationDon’t mess with Texas: Texans don’t litter
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Made to Stick
STORIES
Get People to Act
Stories as Simulation (Tell people how to act)Nurse actions when heart monitor liedUse stories as flight simulators
Stories as Inspiration (Give People Energy to Act)Jared the 425-pound fast-food dieter
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