made to stick by chip and dan heath - with advertisements to test you!

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Simple"Unexpected "Credible "Concrete "Emotional"Stories "

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1. Simple

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$5 ____ longs?

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Give people a familiar schema to help people

think about your product

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What’s a Pomelo?

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Having many choices seems appealing

(40% vs 60% of people stopped to taste)

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Having too many choices made people 10 times less likely to buy

(30% vs 3% of people actually bought)

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Less is almost always more.

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2. Unexpected

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The original flight attendant speech

on a Westjet flight

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Nordstrom’s world-class

customer service

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3. Concrete

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What’s the

scariest urban legend you can remember?

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Specific people doing specific

things

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“High performance” is abstract a "

“V12” is concrete

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The velcro theory of memory

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April 4, 1968

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Brown eyes vs Blue eyes

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4. Credible

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(1) Use an anti-authority (2) use concrete details (3) use statistics (4) use something called the

Sinatra Test (testable credentials)

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Use stats

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From Stephen Covey’s “The 8th Habbit” !

a poll of 23,000 employees…

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Only 37% said they have a clear understanding of what their organization is trying to achieve and why.

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Only one in five were enthusiastic about their team’s and organization’s goals.

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Only 15% felt their organization fully enables them to execute key goals.

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Only 20% fully trusted the organization they work for.

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To make these facts more credible….

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If a Soccer team had these same stats:"

Only 4 out of 11 players on the field would know which goal is theirs

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Only 2 out of 11 would care. Only 2 of the 11 would know what positions they play and know exactly what they are supposed to do.

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"if I can make it there, I can make it anywhere.”

-Frank Sinatra, New York, New York

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5. Emotional

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6. Stories

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Urban Legends

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Jarred

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Now your turn! "Guess is it…"

Simple"Unexpected"

Credible"Concrete"Emotional"

Stories "

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@jephmaystruck "http://strategylab.ca "Thanks for watching!