MADE TO STICK, WHY SOME IDEAS SURVIVE AND OTHER DIE

Shawn Crosby & Patrick Malone

SIMPLE

Strip the idea to the core: It is not about weeding out the unimportant

aspects but promoting the important aspects Find the core:

Determine the one most important thing but being careful to not bury the lead

Share the core: The key is to motivate others with your ideas

and use the core help spread the message

UNEXPECTED

Getting the attention of target audience and keeping it

Identify central message: Needed to communicate idea What is the counter-intuitive to your message Communicate message that have broke your

consumers “guessing machine” then rebuild it

Use a mystery story

CONCRETE

Easiest to accept and implement (hardest being finding the core)

Something is concrete once it can be described or detected by human senses Sour grapes, Soap-opera

CREDIBLE

We trust: Experience Our close relations Authority figures (politicians exempt)

This forms our basis for internalizing credibility

To imply credibility you must tap into the aforementioned personal items

CREDIBLE

The audience must believe your message

In order to do this: Details matter

The more vivid the detail = the more be livable message

Contextualize statistics Put into common language More people are likely to understand positions

on a football field than positions in a lab.

CREDIBLE

Input vs output Use statistics to help formulate an opinion This will allow you to back up your

assertions and focus the message Forming an opinion and then finding

statistics will ask you to form half-truths Statics used on output can make you look

like a liar

THE SINATRA TEST

“ if I can make it there then I can make it anywhere…”

When one example alone is enough to establish credibility.

Examples If you provide security for Ft. Knox; you

can compete for ANY security contract If you cater for the White House; you can

compete for ANY catering contract

EXAMPLES IN ADVERTISING

VIDEO DOES IT FIT?

http://youtu.be/Ug75diEyiA0 Where’s the beef?

http://youtu.be/Pmy5fivI_4U Mousetrap Fission

Reaction

SimplicityUnderstatedConcreteCredibleEmotionalStory

EMOTIONAL

Can vary from the simple to complete It can be easy to elicit through example

strong human emotions Fear, anger, joy, sadness, ect.

The TRUTH cigarette ad elicits anger quite easily in some brilliant 30 second spots.

EMOTIONAL

Association works well when you don’t need to draw emotion where there isn’t any

Pairing an existing concept and pairing it with a notable scene can work well

Association can also dilute the meaning of the term or concept if stretched to thin.

EMOTIONAL

Appeal to peoples’ self-interest If you want them to care, make it about them

White teeth in 20 days Give us $20 and you’ll loose 10lbs in 2 weeks

People are motivated by their own self-interest. Even the thick-headed, lazy, Texas males that

were targeted in the litter campaign were targeted by self-interest (data was used to describe these indiviuals)

EXAMPLES IN ADVERTISING

VIDEO DOES IT FIT

http://youtu.be/jnR1QM9vb5U The TRUTH Cigarette

campain http://youtu.be/hYp1gc5

joQg Don’t mess with Texas

SimplicityUnderstatedConcreteCredibleEmotionalStory

STORIES

Stories stimulate our brains Imagine a bright light and the visual

center has been shown to activate This aids in making lasting memories

that people can connect to It acts as a vehicle for the other 5

points we’ve described

STORIES

Stories don’t have to be created, the may already exist

This book didn’t provide new stories; just contextualized existing ones.

STORIES

Figure out what story plotline fits best for your purpose.

According to Aristotle: Challenge Plot

David vs. Goliath Jared Star wars

STORIES

Connection Plot The Good Samaritan Romeo and juliet Chicken soup series

Creativity Plot Newton and the apple Sean, might you have a good 2nd example?

STORIES

http://youtu.be/b5cxL9oCw2k Jared

http://youtu.be/NchX2Ro1ths Jared

SimplicityUnderstatedConcreteCredibleEmotionalStory