Made to Stick
DREW, STEVE, LINDSAY, DANIA, WANDA
JULY 27, 2015
Principles of Made to Stick Simple
Unexpected
Concrete
Credible Emotional Stories
SIMPLE Find the core
Share the core
Use generative analogies
“If you say three things, you don’t say anything.”
- James Carville, political advisor to Bill Clinton
UNEXPECTEDViolate People’s Expectations
Elements of Surprise
Three Things:Identify the messageCounterintuitiveBreak the audience’s guessing machines
CONCRETEDon’t be Vague
Use Real Images and Examples
CREDIBLE How do we Get People to Believe in our Ideas?
External Validation
Statistics (Input)
Vivid Details + Persuasive
Internal Sources (Textile Company)
Anti-Authority (Anti-Smoking Campaign)
Audience (Testable Credential)
Story from the past (Sinatra Test)
Don’t Trust Intuition (Availability Bias)
EMOTIONAL How to Make People Care About our Messages?
Empathy (Focus on One)
Core (Curse of Knowledge)
Piggyback (Association with Existing Emotions or Ideas)
Appeal to Self-Interest (Emphasize THEIR Benefits WIIFY)
Positioning (Incentives Organizations Maslow vs. Own Perception)
Higher Purpose (Iraq – “Don’t Mess with Texas”)
Empathy
STORIES The Challenge Plot The Connection Plot The Creativity Plot
“A story is powerful because it provides the context missing from abstract.”
Made to Stick vs. SwitchedPsychology of the audienceTheoretical vs. ActionablePlaying to emotionsSimilar presentation of content
EVALUATION Ideas are more memorable if you communicate 6 principlesTell you why they are important and ten apply it through success stories and
case studiesCreating curiosity, simplicity, curse of knowledge Easy to read well writtenRelatable Acronym SUCCESToo many examples