"Made to Stick" Presentation

  • View

  • Download

Embed Size (px)

Text of "Made to Stick" Presentation

  1. 1. Made to Stick DREW, STEVE, LINDSAY, DANIA, WANDA JULY 27, 2015
  2. 2. Principles of Made to Stick Simple Unexpected Concrete Credible Emotional Stories
  3. 3. SIMPLE Find the core Share the core Use generative analogies If you say three things, you dont say anything. - James Carville, political advisor to Bill Clinton
  4. 4. UNEXPECTED Violate Peoples Expectations Elements of Surprise Three Things: Identify the message Counterintuitive Break the audiences guessing machines
  5. 5. CONCRETE Dont be Vague Use Real Images and Examples
  6. 6. 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) Dont Trust Intuition (Availability Bias)
  7. 7. 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 Dont Mess with Texas) Empathy
  8. 8. STORIES The Challenge Plot The Connection Plot The Creativity Plot A story is powerful because it provides the context missing from abstract.
  9. 9. Made to Stick vs. Switched Psychology of the audience Theoretical vs. Actionable Playing to emotions Similar presentation of content
  10. 10. EVALUATION Ideas are more memorable if you communicate 6 principles Tell you why they are important and ten apply it through success stories and case studies Creating curiosity, simplicity, curse of knowledge Easy to read well written Relatable Acronym SUCCES Too many examples