Made to Stick: Why Some Ideas Survive and Others Die
Denning defines a springboard story as a story that lets people see how an existing problem might change. Springboard stories tell people about possibilities.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
Challenge plots are inspiring in a defined way. They inspire us by appealing to our perseverance and courage. They make us want to work harder, take on new challenges, overcome obstacles.
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
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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In 1994, George Loewenstein, a behavioral economist at Carnegie Mellon University, provided the most comprehensive account of situational interest. It is surprisingly simple. Curiosity, he says, happens when we feel a gap in our knowledge.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
The first problem of communication is getting people’s attention. Some communicators have the authority to demand attention. Parents are good at this: “Bobby, look at me!” Most of the time, though, we can’t demand attention; we must attract it. This is a tougher challenge.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
So if emotions have biological purposes, then what is the biological purpose of surprise? Surprise jolts us to attention. Surprise is triggered when our schemas fail, and it prepares us to understand why the failure occurred. When our guessing machines fail, surprise grabs our attention so that we can repair them for the future.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
All Connection plots inspire us in social ways. They make us want to help others, be more tolerant of others, work with others, love others.
Chip Heath • Made to Stick: Why Some Ideas Survive and Others Die
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?”