made to stick summary
Experts tend to see things at a higher, more abstract level than novices and the danger is that they will explain it in more abstract terms as well. #5 The Credible Quality A sticky idea must be reasonably credible. Many sticky credible ideas are derived from personal experience, which allows for sympathy. A brilliant campaign in 1998 has managed to impact them differently. Made To Stick - Why some ideas take hold and others don't Jon Barrett. Tell the listener the most important thing first, elaborate and tell more about it, and then add details. Before your message can stick, your audience has to want it. Check out these Hidden Face Illusions & See if You Can…. Simplicity does not refer to the length or breadth of an idea, but most great ideas have a core element that can be easily understood and which the concept can be boiled down to if needed. #9 Storytelling Matters When you’re using the last part of the SUCCES acronym to make your ideas stick, it helps to develop smart stories that utilize key concepts that make those narratives attractive. Therefore, sticky ideas must be concrete and realistic. Confidence and energy is a very contagious thing. Even the most logical person is still an emotional being at their core. 36 Best Optical Illusions that Will BLOW Your Mind! But for your ideas to stick, the first step is to reduce it to its center point. We’d Like to invite you to download our free 12 min app, for more amazing summaries and audiobooks. The first group has to listen, while the second one has to beat a rhythm of a known song. To do this, let’s explore the characteristics of the ideas that stick: Many people, when sharing a thought, seek to explore all its details and nuances. Emotional appeals work because people are more interested in other people than in facts and figures. One proven way to make an idea believable. In a quest for the unexpected some advertisers focus too much on grabbing attention in ways that do not relate to the content. Made to Stick Summary. combining the story with the data did NOT produce better results, Emotional is actually about getting out Maslow’s basement, This is something Daniel Pink discusses in. When in front of the unexpected our brain leaves the automatic and enters the manual control, and the unexpected receives our full attention. To make your idea credible the Heath brothers present a few different triggers: A great example to contextualize a statistic. They showed a pickup entering the cigarette factory, and teenagers unloaded bodies from people who died that day, victims of cigarette evils. #12 The Curse of Knowledge This idea refers to the difficulty we all have of imagining what it is like to not know something already we already know. The purpose of the emotional component of an idea is to make people really care. Analogies and metaphors can also help simplify complex issues. Not only that, but, a lot of the books out there are fluff with only 1 or 2 pieces of valuable insights to take away. #13 Two Message Stages There are two main stages when you try to get a message or idea across your listener. These stages require separate effort and expertise to effectively work on your listener and allow the idea to spread in an appropriately sticky manner. That is because the person who plays is listening and singing the song in his mind, while the other participant does not hear what is in the drummer’s head and this makes it impossible to identify the music. An idea becomes concrete when it can be described and felt by people. You must always grab attention in a way that relates to your content. Using the above techniques, you can turn something bland into something great sounding that sticks! A research shows how people who heard a story about a single child donated more than when they heard about the big numbers related to the same problem. The Price; What I Loved; How could it be better? It’s a very short and simple sentence that sums up the overarching goal of the organization and function as a filter for localized decision making. About The Authors: Chip and Dan Heath are two brothers, both academic authors and researchers. Concrete, visually descriptive expressions are easier to understand and therefore stick to. In this Made to Stick Summary, I’ll discuss the book’s 8 different ways to make ANY idea stick. People are separated into two groups. That’s why I absolutely love using Blinkist. And it really was, which increased consumer confidence, and they spread the truth, making the idea stick. My Guide to MTHFR Gene Mutation, MTHFR Testing & Treatment, 16 BEST Brain Supplements & Best Nootropics [BACKED BY STUDIES], Anyone interested in why some ideas catch on and others don’t, Anyone interested in getting their ideas and points across, This one doesn’t work because no one can really relate to how unhealthy 37g of saturated fat is. So nobody would think to gift trinkets on board because it’s not in line with the CI. Summary of Made to stick – Why some ideas take hold and others come unstuck by Chip & Dan Heath Posted on June 9, 2013 by slooowdown Made to stick – Why some ideas take hold and others come unstuck by Chip & Dan Heath. 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 people they would like to be. For example, Disney calls the staff in their parks “cast members” as it projects its parks as theaters. I particularly liked the idea of CI, or Commander Intent, very useful when you need people to act on your behalf in a big organization. If the first point of effective communication is to get attention, the second is to maintain it. The best emotional ideas focus on peoples’ dreams, desires, and fears. They already know that smoking is bad, but they still smoke. "[5], Think! Thus it becomes clear how this simple and powerful slogan helped reporters make decisions by covering a story. The correlation between numbers and your idea is more important than the number itself. Get the book for even more great info and examples! The problem is that people can’t find the time nowadays to read the books they want. : Why Crucial Decisions Can't Be Made in the Blink of an Eye, "How To Create More Of the Magical Moments That Transform Life And Business", "Sticking points: Chip and Dan Heath's Made to Stick shows us that if you want your message to be memorable, keep it simple, says William Leith", "Review: Made to Stick: Simplicity is the golden rule for getting messages across", "Made to Stick: The keys to staying power",, Creative Commons Attribution-ShareAlike License, This page was last edited on 27 February 2020, at 23:10. Made to Stick, with its sticky SUCCESs mnemonic, is a great read that’s full of great advice for innovators and communicators more interested in practice than theory. The authors say that a story lit in our brains the reenactment of that story which “burns it” in our brain (check The Brain That Changes Itself for how the brain rewrites itself). The Heath brothers say to call to action you can appeal to: The authors debunked the Maslow hierarchy saying people pursue all the benefits simultaneously and not one after the other. When JFK made the government’s mission to “land a man on the moon and returning him safely to the earth“. In a campaign against cigarettes, for example, a woman who had smoked for two decades was told about her second lung transplant. The 67 Steps – SUMMARIES OF STEPS and FULL Tai Lopez…, Step by Step Personal Development Plan – How to be a…, Mind Lab Pro Review – One of the Best Nootropics on…, Natural Calm Review – Best Magnesium Supplement, Big Berkey Water Filter Review – My Top Choice for Water…, Find the Best Green Drink – Reviews of the Healthiest Superfood…. In this Made to Stick Summary, I’ll discuss the book’s 8 different ways to make ANY idea stick. For your idea to stick and people to pass it on, you have to believe it. He does not have to be a doctor or a scientist, just someone that people will trust. This article is the latest of a series of public speaking book reviews here on Six Minutes.. What’s Inside? ", INTJ vs ISTJ – 10 Vital Differences You Need to Know, ENFP Compatibility for Relationships and Dating, 101 Positive Affirmations for Work and Career Success, DiSC Personality Types Explained: D-Style vs I-Style vs S-Style vs C-Style, 100 Confidence Affirmations to Boost Self-esteem, Japanese Blood Type Personality Guide: A vs B vs AB vs O, 101 Motivation Affirmations to Keep You Focused, The 4 Personalities Explained: Type A vs Type B vs Type C vs Type D, Eysenck Personality Types Explained: Extraversion vs Neuroticism vs Psychoticism, 125 Positive Affirmations for Success and Prosperity, Four Temperaments Explained: Sanguine vs Choleric vs Melancholic vs Phlegmatic Personality Types, 125 Powerful Morning Affirmations to Start Your Day, “The most basic way to get someone’s attention is this: Break a pattern.”, “Anger prepares us to fight and fear prepares us to flee.”, “Failing is often the best way to learn, and because of that, early failure is a kind of necessary investment.”, “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?”, “Knowledge does not change behavior,” he said.


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