Made to Stick: Why Some Ideas Survive and Others Die
we’ve seen that a credible idea makes people believe. An emotional idea makes people care. And in this chapter we’ll see that the right stories make people act.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
- Pay attention: UNEXPECTED 2. Understand and remember it: CONCRETE 3. Agree/Believe: CREDIBLE 4. Care: EMOTIONAL 5. Be able to act on it: STORY
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
simulation—simulations that drive employees to empathize with their customers.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
So, rather than guess about whether people will understand our ideas, we should ask, “Is it concrete?” Rather than speculate about whether people will care, we should ask, “Is it emotional? Does it get out of Maslow’s basement? Does it force people to put on an Analytical Hat or allow them to feel empathy?” (By the way, “Simple” is not on the list
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How can we make people care about our ideas? We get them to take off their Analytical Hats. We create empathy for specific individuals. We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities—not only to the people they are right now but also to the pe
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Here’s the twist, though: When people are asked which is the best positioning for other people (not them), they rank No. 1 most fulfilling, followed by No. 2. That is, we are motivated by self-esteem, but others are motivated by down payments. This single insight explains almost everything about the way incentives are structured in most large organ
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To make our communications more effective, we need to shift our thinking from “What information do I need to convey?” to “What questions do I want my audience to ask?”
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
A few vivid details might be more persuasive than a barrage of statistics.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
Substitute details for stats when talking about the digital divide
When we use statistics, the less we rely on the actual numbers the better. The numbers inform us about the underlying relationship, but there are better ways to illustrate the underlying relationship than the numbers themselves. Juxtaposing the deer and the shark is similar to Ainscow’s use of BBs in a bucket.