made to stick: insights from levelwing

MADE TO STICK: MAKING GOOD IDEAS BETTER Insights gleaned from Made to Stick by Chip + Dan Heath

§  Making ideas more concrete + cohesive

§  Communicating ideas in shorter, more effective language (whether internal + external)

§  Making ideas “sticky” to your audience

WHAT’S THE BIG IDEA?

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WHAT MAKES AN IDEA STICK?

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ü  Pays Attention

ü  Understands

ü  Remembers

ü  Cares/Believes

ü  Is Able to Act

IDEAS STICK BECAUSE THE AUDIENCE:

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A FEW SIMPLE RULES

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Find

the

CORE

KEEP IT SIMPLE

DON’T dumb it down

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USE YOUR UNCOMMON SENSE

FIGHT THE CURSE OF KNOWLEDGE

Anticipate what your audience

will ask or get hung up on

Answer questions as though You’re learning it for the first time

Make it apply to them

Be proactive

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How do you make it relate to your audience?

MEMORY HOOKS:

§  Appeal to the senses (how a watermelon tastes)

§  Appeal to the emotions (your childhood memories)

§  Make it concrete (really, really concrete)

The more hooks, the more memorable an idea will be.

FIGHT THE CURSE OF KNOWLEDGE

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Who can speak to your message?

How can you enhance credibility for this person?

How can you make their message concrete?

Example:

1) The NBA lectures new players on the dangers of HIV/AIDS

2) The NBA hires women to flirt with players one night, leave + come to a staff meeting the next morning wherein they tell the players they are HIV positive.

CREDIBLE MESSAGING

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They listened.

They understood.

They care.

Now what?

GIVE YOUR AUDIENCE A WAY TO ACT UPON WHAT THEY HAVE JUST LEARNED.

MAKE IDEA ACTIONABLE

THANK YOU