Made To Stick

Download Made To Stick

Post on 08-May-2015




0 download

Embed Size (px)


presentation created from the book


<ul><li>1.Darren Talbot LAM Territory 17</li></ul> <p>2. The Tipping Point </p> <ul><li>How trends happen. </li></ul> <ul><li>Things that change everyday life. </li></ul> <ul><li>Epidemics messages and behaviours spread like a virus. </li></ul> <p>3. 4. Chip Heath &amp; Dan Heath Why Some Ideas Survive and Others Die 5. What do we mean by Stick 6. Stick </p> <ul><li>Your ideas areunderstood </li></ul> <ul><li>Your ideas and messages areremembered. </li></ul> <ul><li>You havelasting impact </li></ul> <ul><li>That youchangeyour audiencesopinions or behaviour. </li></ul> <p>7. There are 6 principles </p> <ul><li>S imple </li></ul> <ul><li>U nexpected </li></ul> <ul><li>C oncrete </li></ul> <ul><li>C redible </li></ul> <ul><li>E motional </li></ul> <ul><li>S tories </li></ul> <p>8. 9. SIMPLE </p> <ul><li>The 1 ststep to success is this:Be Simple </li></ul> <ul><li>Not in terms of dumbing down or sound bites. </li></ul> <ul><li>You dont have to speak in monosyllables to be simple. </li></ul> <ul><li>Find the core of the idea it reminds people what's important. </li></ul> <p>10. SIMPLE </p> <ul><li>* Simple = Core + Compact </li></ul> <ul><li>* Think proverbs </li></ul> <p>11. 12. UNEXPECTED </p> <ul><li> if we want to motivate people topay attention , we should seize the power of bigsurprises </li></ul> <p>13. UNEXPECTED </p> <ul><li>Hold AttentionInterest </li></ul> <ul><li>Create mystery. Highlight a knowledge gap. Tease with information. </li></ul> <p>14. Tease information </p> <ul><li>To make our communication more effective, we need to shift our thinking from </li></ul> <ul><li>What information do I need to convey?</li></ul> <ul><li>to </li></ul> <ul><li>What question do I want customer/audience </li></ul> <ul><li>to ask? </li></ul> <p>15. 16. 17. CONCRETE </p> <ul><li>Help People Understand and Remember. </li></ul> <ul><li>Use Velcro theory of memory.</li></ul> <ul><li>The more hooks in your message or idea, the better. </li></ul> <ul><li>Make them experience the idea. </li></ul> <p>18. Questions </p> <ul><li>Remember the capital of the UK </li></ul> <ul><li>Remember the first line of hey Jude </li></ul> <ul><li>Remember the Mona Lisa </li></ul> <ul><li>Remember the house where you spent your childhood </li></ul> <ul><li>Remember the definition of truth </li></ul> <ul><li>Remember the definition of an apple </li></ul> <p>19. Abstract v Concrete </p> <ul><li>Concrete words are easier to remember. </li></ul> <ul><li>E.g. bicycle or tomato or dosage </li></ul> <ul><li>Abstract makes things harder to understand as they are open to interpretation. </li></ul> <ul><li>E.g. justice or personality or efficacy. </li></ul> <p>20. CONCRETE </p> <ul><li>Invite people to be inclusive. </li></ul> <ul><li>Dont force people to join in,encourage themto contribute emphasising the value of their ideas. </li></ul> <p>21. 22. CREDIBLE </p> <ul><li>Help People Believe. </li></ul> <ul><li>External CredibilityUse of authorities and antiauthorities. </li></ul> <ul><li>Honesty and trustworthiness matters, not status! </li></ul> <p>23. 24. CREDIBLE </p> <ul><li>Help People Believe </li></ul> <ul><li>Internal Credibility </li></ul> <ul><li>Boost Credibility use vivid details </li></ul> <ul><li>Make statistics available. Humanize them. </li></ul> <p>25. 26. CREDIBLE </p> <ul><li>Help People Believe </li></ul> <ul><li>Internal Credibility </li></ul> <ul><li>Sinatra test if you can make it there, you an make it anywhere. </li></ul> <p>27. 28. EMOTIONAL </p> <ul><li>Make People Care. </li></ul> <ul><li>Stay away from anything that needs analyzing!! Think of truth campaigns(anti smoking) </li></ul> <p>29. 30. EMOTIONAL </p> <ul><li>Appeal to Self Interest </li></ul> <ul><li>If you want people to care, tap into things that they care about. </li></ul> <ul><li>Emphasise benefits. Make them visualise. Think of higher levels of Maslows Hierarchy! </li></ul> <p>31. 32. 33. STORIES </p> <ul><li>Get People to Act! </li></ul> <ul><li>The right kind of story is, effectively, a simulation. </li></ul> <ul><li>Stories are like flight simulators for your brain! </li></ul> <p>34. 35. STORIES </p> <ul><li>Get People to Act! </li></ul> <ul><li>Inspirational Stories. Think of Jared from Subways story. </li></ul> <ul><li>Stories that tell people about possibilities </li></ul> <ul><li>Springboard stories. </li></ul> <p>36. From the Champix newsletter </p> <ul><li>: </li></ul> <ul><li>Four members of the same family who smoked 90 to 95 cigarettes a week, have successfully quit after using Champix</li></ul> <ul><li>Grandmother Sally Newbury, 69, was a smoker for 50 years, lighting up between 20 to 30 times a day, costing her more than 2,700 a year. She started taking Champix and hasn't had a cigarette since mid-March</li></ul> <ul><li>She sates, The tablets really kill your cravings. My husband still smokes 10 a day and at first I asked him to smoke away from me but it doesn't bother me now as I'm not tempted.'</li></ul> <ul><li>Sally's daughter Janice Dugan said: 'I had tried to give up a few years ago but I only lasted five days. I would really recommend the tablets and now I can't stand the smell of cigarettes.'</li></ul> <ul><li>The family have saved enough money for a two-week holiday in Lanzarote</li></ul> <ul><li>Another success story, Paul Dugan, 27, who started his Champix treatment in April, said: 'I feel so much better. I've started going to the gym and my running is so much easier. And I can really taste my food.'</li></ul> <p>37. Six Principles of Sticky</p> <ul><li>S imple </li></ul> <ul><li>U nexpected </li></ul> <ul><li>C oncrete </li></ul> <ul><li>C redible </li></ul> <ul><li>E motional </li></ul> <ul><li>S tories </li></ul> <p>38. Thanks for listening! Any questions </p>