By stick, we mean that your ideas are understood and
remembered, and have a lasting impact they change your audiences
opinions or behaviors. Chip Heath and Dan Heath
Slide 3
It has to make the audience: Pay attention Understand and
remember it Agree/believe Care Be able to act on it
Slide 4
The curse of knowledge Once we know something, we find it hard
to imagine what it was like not to know it. Getting lost in a sea
of information
Slide 5
Partner up Tappersyou will tap out a song Listenersyou will try
to guess the song
Slide 6
How many of you thought you did a great job of tapping out the
song? How many of you correctly guessed the song? Perception 1 in 2
50% Reality 1 in 40 2.5%
Slide 7
The Curse of Knowledge Experts understand things to the point
of abstraction conceptual knowledge They tend to explain things
that way Novices dont understand Not Concrete Not Simple Not Sticky
? Maximizing Return on Equity ?
Slide 8
Success
Slide 9
Find the most important ideathe core ONE idea State it in the
most compact way Keep taking away what is not needed
Slide 10
Consider: Kennedy - Put a man on the moon & return him
safely by the end of the decade Or? Our mission is to become the
international leader in the space industry through maximum team-
centered innovation and strategically targeted aerospace
initiatives
Slide 11
A pomelo is the largest citrus fruit. The rind is very thick
but soft and easy to peel away. The resulting fruit has a light
yellow to coral pink flesh and can vary from juicy to slightly dry
and from seductively spicy-sweet to tangy and tart. Tell your
neighbor if you think pomelo would taste good mixed half and half
with orange juice. A pomelo is basically a supersized grapefruit
with a very thick and soft rind.
Slide 12
Kenneth L. Peters, the principal of Beverly Hills High School,
announced today that the entire high school faculty will travel to
Sacramento next Thursday for a symposium in new teaching methods.
Among the speakers will be anthropoligist Margaret Mead, college
president Dr. Robert Maynard Hutchins, and California governor
Edmund Pat Brown.
Slide 13
There will be no school next Thursday
Slide 14
Share the Core Simple = Core + Compact Proverbs Sound bites
that are profound Bird in the hand (Aesop 570 b.c.) Golden Rule
Names, Names, Names Small town paper Visual proverbs: The Palm
Pilot wood block Existing Schemas: The Pomelo Generative analogy:
Disneys cast members.
Slide 15
Find the core Commanders intent Relentless prioritization
Southwest The low fare airline Inverted Pyramid most important at
the top Force prioritization If you say 3 things, you dont say
anything Its the economy, stupid Share the core Dont bury the lead
Core + compact Proverbs: sound bites that are profound Schemas
Slide 16
Simple = Core + Compact Using whats already there Use a
generative analogy
Slide 17
sUccess
Slide 18
Get Attention Surprise Hold Attention - Interest
Slide 19
Southwest flight safety announcement Break a pattern Enclave
Minivan (Ad Council) The Nordie who wraps a package from Macys
warms a customers car refunds money for tire chains not sold there
Or? Our mission is to provide the best customer service in the
industry
Slide 20
Unrelated surprises just to catch attention the surprise should
be part of the simple, core message Unforeseeable endings (it was
all a dream)endings should unite clues that one has been exposed to
all along
Slide 21
Create a GAP Gaps between what we know and what we want to know
create curiosity. Open the gap by creating a mental itch.
Slide 22
1. Identify the central message you need to communicate find
the core 2. Figure out what is counterintuitive about the message
i.e., What are the unexpected implications of your core message?
Why isnt it already happening naturally? 3. Communicate your
message in a way that breaks your audiences guessing machines along
the critical, counterintuitive dimension 4. Once their guessing
machines have failed, help them refine their machines
Slide 23
suCcess
Slide 24
Help people understand and remember Make abstraction concrete
Provide a concrete context The more hooks in your idea, the better
Help people coordinate Find common ground at a shared level of
understanding Make it real Create a turf where people can bring
their knowledge to bear
Slide 25
Write down as many things you can think of that are white in
color. Write down as many white things in your refrigerator as you
can think of.
Slide 26
Most people can list as many white things in their fridge, as
they can list white things in general, despite the fact that our
fridges do not normally encompass a large part of the
universe.
Slide 27
Slide 28
Help people understand and remember Write with the concreteness
of a fable (Sour grapes) Provide a concrete context: Asian teachers
approach to teaching math (subtraction) Put people into the story:
Accounting class taught with a soap opera Use the Velcro theory of
memory: The more hooks in your idea, the better
Slide 29
Help people coordinate Drawings vs. Shop Floor: Find common
ground at a shared level of understanding Goals in tangible terms
Our new plane (727) will fly 131 pax, MIA-LGA and land on Runway
4-22 (