Made to Stick

Synopsis

Do you feel that your ideas lose momentum quickly? You can use the tactics in this book to make your ideas "sticky." Sticky ideas are those that "are understood and remembered, and have a lasting impact – they change your audience's opinion or behavior." Sticky ideas have six traits. They are simple, unexpected, concrete, credible, emotional, and told as stories, and this summary of Made to Stick covers the counterintuitive and well-researched tactics for transforming your ideas so that they stick. Learn why simple does not mean "dumbed down." Understand how unexpected is more than a gimmicky surprise and the ways to not just capture but hold your audience's interest. Hear about how making ideas concrete can help others collaborate on them rather than disengage. Find out how to load your messages with credibility without expert endorsement. Get others to care about your ideas by making them emotional, even for an audience that is far from sappy. And finally, get insight into the best way to tell a story so that others will be inspired to act.

Questions and answers

What are some of the most innovative or surprising ideas presented in the book 'Made to Stick'?

View answer

The book 'Made to Stick' presents several innovative ideas. One of the most surprising is the concept of making ideas 'sticky', which means they are understood, remembered, and have a lasting impact. The book identifies six traits of sticky ideas: they are simple, unexpected, concrete, credible, emotional, and told as stories. The book also provides tactics for making your ideas sticky, such as not dumbing down the idea, capturing and holding the audience's interest, making ideas concrete to help others collaborate, loading messages with credibility without expert endorsement, making ideas emotional to get others to care, and telling a compelling story.

How has the concept of "sticky ideas" from "Made to Stick" influenced corporate strategies or business models?

View answer

The concept of "sticky ideas" from "Made to Stick" has significantly influenced corporate strategies and business models. Companies have started to simplify their messages, making them easy to understand and remember. They use unexpected elements to grab attention, and concrete examples to make their ideas tangible. They also build credibility, often through detailed explanations or data, and appeal to people's emotions to make their ideas more compelling. Lastly, they often use stories to make their ideas more engaging and memorable. These tactics have helped companies to effectively communicate their strategies, engage their employees, and persuade their customers.

View all questions

Ask follow up

Summary

The six qualities of sticky ideas are simple, unexpected, concrete, credible, emotional, and story-like. A simple message design is core and compact, like a proverb. It communicates profound insights in few words. Tactics for making your messages simple include using prioritization, taking advantage of schemas, and putting generative analogies into play. Ideas are unexpected when they introduce the element of surprise, yet keep one's interest. Ways to make your ideas unexpected include breaking a pattern, pushing to uncommon sense, and using the gap theory. The gap theory relies on the premise that people want to know more about something when they realize they are lacking in knowledge. Communicating concretely helps people understand and collaborate on your ideas. Using images, language, and objects, creating experiences, and taking advantage of schemas can be helpful here. All the prior qualities don't matter if people don't believe your message, so credibility is important. Credibility can come from authorities or anti-authorities. It can also be conveyed through using details, the human scale principle, or testable credentials. By making your ideas emotional, you can get people to care about them. The best ways to do this are to appeal to self-interest and personal identity. Last, telling stories supplies simulation and inspiration, and greatly increases the likelihood that people will act.

Questions and answers

How does the book 'Made to Stick' suggest using images, language, and objects to communicate ideas concretely?

View answer

The book 'Made to Stick' suggests that to communicate ideas concretely, one should use images, language, and objects. This helps in creating experiences that make the ideas more understandable and relatable. The use of these elements can also take advantage of schemas, which are mental structures that help us understand the world. By using images, language, and objects that fit into the audience's existing schemas, the ideas become more concrete and easier to grasp.

Why is credibility important in making ideas sticky and how can it be achieved?

View answer

Credibility is crucial in making ideas "sticky" because it ensures that people believe in your message. Without credibility, even the most compelling and well-structured ideas can fall flat because they lack the trust factor. Credibility can be achieved through various means. One way is by providing clear, accurate, and reliable information. Another is by establishing yourself or your organization as an authority in the field. This can be done through demonstrating expertise, providing evidence of past successes, or being endorsed by respected figures or institutions. Lastly, consistency in your message and actions also helps build credibility over time.

View all questions

Ask follow up

Simple

"People are tempted to tell you everything, with perfect accuracy, right up front, when they should be giving you just enough info to be useful, then a little more, then a little more."[/italic]

The foundation of a sticky idea is a concept that has been made simple. This does not mean merely "dumbing something down" by using easier or fewer words. Saying less is important, but in addition to making your ideas "compact," they should also be profound, or focused on the "core." Sticky messages that meet the "simple" criteria share an insightful perspective or truth in as few words as possible. This helps others understand and latch on to what you are trying to say. If you're not able to communicate the essence of the idea in plain words, then the idea probably still falls short of the "simple" criteria.

Ask follow up

Where "simple" has worked

Let's look at a few ways that simple, sticky, ideas have been used to great success.

Commander's intent[/bold]

The U.S. military has a history and reputation of a regimented chain-of-command. The meticulously outlined plans dictate the fate of thousands. But there's a reason the term "fog of war" also exists. Sure, a plan sounds good at the outset, but it is impossible to build in contingencies to account for real life: weather, unexpected maneuvers, damage to equipment or transportation. More importantly, who could recall those contingencies during a dangerous and chaotic war zone?

Questions and answers

What are some actionable takeaways from the book 'Made to Stick' for entrepreneurs or managers?

View answer

The book 'Made to Stick' offers several actionable takeaways for entrepreneurs or managers. Firstly, it emphasizes the importance of simplicity in communication. This is demonstrated through the concept of the 'Commander's Intent', a core objective that guides actions even when plans change. Secondly, the book suggests making ideas 'sticky' by ensuring they are understood, remembered, and impactful. This can be achieved by making your ideas or messages more concrete, credible, and emotional. Lastly, the book encourages the use of stories to make your ideas more relatable and memorable.

How does the 'Commander's Intent' challenge existing communication practices in the military?

View answer

The 'Commander's Intent' challenges existing military communication practices by simplifying and focusing the message. Traditional military communication often involves detailed plans, which can be complex and difficult to follow, especially in the heat of battle or in the face of unforeseen circumstances. The 'Commander's Intent' distills these plans into a core objective, allowing individuals to understand and remember the main goal, and to adapt their actions to achieve it, even when the original plan cannot be followed. This approach is more flexible and resilient, and can therefore be more effective in the unpredictable and rapidly changing context of military operations.

View all questions

Ask follow up

How has the U.S. military solved this issue? By creating simple, sticky messages. In addition to creating detailed plans, they also craft a message that communicates the core objectives of the detailed planning. This is called the "Commander's Intent." The Commander's Intent, or the "CI," shares the core objective of the plan so that individuals can still move forward with attempting to accomplish the overall goal even when they are inevitably deterred from the original plan due to unforeseeable circumstances.

Ask follow up

"Commander's Intent manages to align the behavior of soldiers at all levels without requiring play-by-play instructions from their leaders. When people know the desired destination, they're free to improvise, as needed, in arriving there."

Take this example of a CI: "Break the will of the enemy in the Southeast region." There are many ways to break the will of the enemy in the Southeast region, ways that are likely laid out initially in a detailed action plan by the Commander and his team. But, as the efforts begin, it is impossible to know what might occur. The Commander's Intent is a perfect example of "simple," because it is core and compact. It is short, but it says a lot. It can be used by many throughout the chain-of-command to know what to do when the plan becomes irrelevant. The Commander's Intent holds its power because it is simple. And simple is sticky.

Ask follow up

The low-fare airline[/bold]

Southwest Airlines has a reputation for creating a fun, light-hearted work environment and atmosphere for travelers. But when asked what the "secret to running the company" is, Herb Kelleher, the long-tenured CEO, replied, "We are THE low-fare airline. Once you understand that fact, you can make any decision about this company's future as well as I can." This simple message - "We are THE low-fare airline," is perhaps not what the outsider would have expected as Southwest Airline's guiding principle. Yet, it is effective because it is not coupled with vision-speak about creating a jolly work culture and experience for flyers. Yes, that aspect of the company's vision is important, but not as important as relentlessly cutting costs and using a "budget" mentality, at least according to Herb Kelleher. What is perhaps less well known about Southwest is that, while competitors in the airline industry struggle to retain slim margins, Southwest has managed to be profitable for over thirty years. Herb Kelleher enabled profitability by defining success not as an experience that feels good for employees and passengers, but instead as making money. Southwest Airlines has created a "Commander's Intent" for the organization.

Ask follow up

As a result, employees throughout the company have clear direction to guide and prioritize their decision-making. Made to Stick[/italic] shares the specific example of a marketing staffer who surveyed customers on how to improve the flight experience. She shares the results with senior management: They want a light Caesar salad in place of the peanuts currently served. Kelleher provides the response:

Questions and answers

What are potential obstacles companies might face when applying the Commander's Intent concept from Made to Stick, and how could they overcome them?

View answer

Potential obstacles companies might face when applying the 'Commander's Intent' concept could include resistance to change, lack of clear communication, and difficulty in prioritizing tasks. Overcoming these obstacles requires strong leadership, clear and consistent communication of the intent, and a culture that supports and rewards adherence to the intent. Training and education can also help in understanding and implementing the concept effectively.

How might a company in a traditional sector like manufacturing apply the innovative approaches discussed in Made to Stick?

View answer

A manufacturing company can apply the innovative approaches discussed in 'Made to Stick' by creating 'sticky' ideas. These are ideas that are understood, remembered, and have a lasting impact. For instance, the company can prioritize a single, clear intent, much like Southwest's 'low-fare airline' strategy. This clear intent can guide all decisions and actions within the company, ensuring everyone is aligned and working towards the same goal. The company can also make their ideas 'sticky' by making them simple, unexpected, concrete, credible, emotional, and by telling stories (the SUCCESs model).

View all questions

Ask follow up

"Will adding that chicken Caesar salad make us THE low-far airline…Because if it doesn't help us become the unchallenged low-fare airline, we're not serving any d*** chicken salad."

The Southwest example of Commander's Intent is memorable because it is clearly the result of relentless prioritization on behalf of senior executives. Rather than weighing multiple directions simultaneously (i.e., "fun experience" and "low-fare airline"), senior leadership has made it clear which they should choose. And the resulting financial success speaks for itself.

Ask follow up

How to make your ideas simple

Making your ideas simple and sticky is not as easy as it seems, but it's worth the effort because of the way it beautifully applies to any corporate, professional or organizational context. In explaining why Commander's Intent is used in the military, Colonel Tom Kolditz says:

"No plan survives contact with the enemy."[/italic]

This is not just applicable for those with military aspirations. Likewise, "No sales plan survives contact with the customer." "No lesson plan survives contact with teenagers." We don't have to be in the fog of war to need messages that are simple in order to stick. Here are some ways to do that.

Apply the commander's intent[/bold]

One way that the military reaches its Commander's Intent for a mission after much detailed planning is asking the question, "If we do nothing else during tomorrow's mission, we must ______," or "The single, most important thing that we must do tomorrow is ______." Let's translate this prioritization exercise to a few business situations as a thought exercise.

Questions and answers

How can I apply this to equity research

View answer

In equity research, the concept of 'Commander's Intent' can be applied by focusing on the most crucial aspects of a company's financial health. For instance, you might ask, 'If we do nothing else during today's analysis, we must understand the company's cash flow,' or 'The single, most important thing that we must do today is assess the company's debt ratio.'

This approach helps prioritize tasks and ensures that the most critical aspects of equity research are addressed. It can also help in making your research 'sticky' by focusing on key points that will have a lasting impact on your audience's understanding of a company's financial status.

How would this apply on social media, to promote a company

View answer

The concept of Commander's Intent can be applied to social media promotion by focusing on the most important goal for each campaign or post. For instance, if the primary intent is to increase brand awareness, then every aspect of the post should be designed to achieve that, from the content to the hashtags used. If the intent is to drive sales, then the post should include a clear call to action and link to the product or service. Remember, the key is to prioritize one main goal and ensure everything else supports that goal.

View all questions

Ask follow up

The single, most important function of this product is ____________.

The single, most important feeling our customers should leave our stores with is ____________.

If we do nothing else during tomorrow's meeting, we must ____________.

If we do nothing else on a customer service call, we must ____________.

Using the Commander's Intent approach can help organizations get the results they want from employees, customers, suppliers, or other stakeholders by focusing efforts and ensuring simplicity.

Leverage schemas[/bold]

A lesser known approach to making something simple is leveraging schemas. Schemas are a compilation of associations or memories we make with something.

Do you know what a pomelo is? Here's a description:

"A pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart." Now let's use a schema.

"A pomelo is basically a super-sized grapefruit with a very thick and soft rind."

See what happened? Schemas "…substitute something easy to think about for something difficult." Most of us already have a schema for a grapefruit. Schemas are useful because we don't live in a simple world. We live in a world of complex ideas and work environments, where distilling complicated topics and plans is very difficult. So, instead of spinning for hours and hours, trying to prioritize and mince words, think of a comparison or a metaphor (in other words, a schema) that might be able to replace a lengthy topic or passage.

Ask follow up

Create generative analogies[/bold]

A third tactic to make ideas meet the "simple" criteria is using generative analogies. This is basically a twist on using schemas. The perfect example here is how Disney calls their theme park employees not "employees" but "cast members." Disney employees as cast members is a simple and sticky idea because it is core (strikes at the center of the concept), and compact (communicated succinctly). Furthermore, it is a generative analogy because it inspires numerous actions when the analogy is applied. Cast members wouldn't go on a smoke break onstage, or be seen mouthing off to the director. Likewise, all of Disneys's cast members, even those such as street sweepers, have an internal "code" for behavior throughout their day to day work. If a cast member wouldn't do something or act a certain way, neither should they.

Questions and answers

How can I apply this to equity research in investor focused communications, written and verbal

View answer

In equity research, the concept of "sticky ideas" can be applied to investor-focused communications in several ways.

Firstly, you can use generative analogies to simplify complex financial concepts. For example, you could compare a company's financial health to a patient's health check-up, where revenue is the heart rate, cash flow is the blood pressure, and so on. This makes the information more digestible and memorable for investors.

Secondly, ensure your communications are core and compact. Highlight the most important information and present it succinctly. Investors are often busy and appreciate concise, to-the-point information.

Lastly, create a consistent "code" or theme in your communications. Just like Disney's "cast members," having a consistent theme helps to create a memorable brand image. This could be a specific tone, style, or even recurring analogies.

Remember, the goal is to make your communications understood, remembered, and impactful. This will help to change your audience's opinion or behavior, ultimately leading to better investment decisions.

How can this be applied to instagram posts on a travel company

View answer

The concept of generative analogies from the book "Made to Stick" can be applied to Instagram posts of a travel company in several ways.

Firstly, the company can create a unique and simple analogy for its services or experiences it provides. For example, instead of calling themselves a "travel company", they could refer to themselves as "dream weavers", implying they help customers weave their dream vacations.

Secondly, the Instagram posts can be designed to reflect this analogy. For instance, posts could include behind-the-scenes images or stories of the "dream weavers" at work, crafting unique travel experiences.

Lastly, this analogy should guide the behavior of the company on Instagram. Just like Disney's "cast members", the "dream weavers" should adhere to a certain code of conduct on Instagram, ensuring they always represent the company in a way that aligns with the "dream weaver" analogy.

Remember, the goal is to make the idea of your company and its services stick in the minds of your audience.

View all questions

Ask follow up

The next chapter of Made to Stick covers the second quality of sticky ideas – they are unexpected.

Unexpected

"We can't succeed if our messages don't break through the clutter to get[/italic] people's attention. Furthermore, our messages are usually complex enough that we won't succeed if we can't keep [/italic] people's attention."

The second quality of a sticky idea is one that is unexpected. Two distinct challenges are part of this trait. First, it is important to get the audience's attention with an unexpected surprise, but taking care not to have the surprise be too hokey or in poor taste. Second, we must hold one's attention by sustaining their interest in the topic.

Ask follow up

Where "unexpected" has worked

Creating the element of surprise calls for walking a fine line between pleasantly clever and distasteful. The main tactics to do this are "breaking a pattern" and pushing through common sense to "uncommon sense." While capturing attention through surprise is important, perhaps more difficult is retaining the audience's attention through generating interest. You can generate interest by creating a sense of mystery and leveraging the "gap theory." That is, teasing your audience with information that they do not yet know so that they'll want to learn more. Let's first look at some best in class examples of utilizing the "surprise" component of "unexpected."

Questions and answers

Can you elaborate on the "breaking a pattern" concept from the book "Made to Stick"?

View answer

The "breaking a pattern" concept from the book "Made to Stick" refers to the idea of introducing an unexpected event or element to disrupt the usual or expected sequence of things. This tactic is used to create surprise and make an idea or message more memorable. For instance, in a commercial, instead of following the typical progression, an unexpected event like a tragic collision is introduced. This breaks the viewer's expectations and makes the message - in this case, the importance of seatbelt use - more impactful and hard to forget.

How has the "breaking a pattern" concept from "Made to Stick" influenced corporate strategies or business models?

View answer

The "breaking a pattern" concept from "Made to Stick" has significantly influenced corporate strategies and business models. It encourages businesses to disrupt the status quo and introduce unexpected elements in their strategies to capture attention and create memorable experiences. This can be seen in innovative marketing campaigns, product development, and service delivery. For instance, companies may launch products that defy industry norms or use unconventional marketing tactics to stand out. This approach helps businesses to differentiate themselves in a crowded market, engage their audience in a deeper way, and drive change.

View all questions

Ask follow up

Surprise[/bold]

The Enclave minivan[/bold]

This case study highlights a television commercial for an Enclave minivan. The viewer sees the minivan transporting a family in a typical neighborhood. Three siblings and their parents are on the way home from what looks like football practice. Suddenly, the car enters an intersection and is violently hit by another car running a light. It is a dramatic and catastrophic collision and scene.

Questions and answers

How can businesses avoid gimmickry and out-there methods of surprise while ensuring their core message is effectively communicated and remembered?

View answer

Businesses can avoid gimmickry and out-there methods of surprise by ensuring that any surprises or unique methods used are directly connected to their core message. This means that the surprise should not be a random or unrelated event, but should instead reinforce the main point that the business is trying to communicate. This helps to ensure that the core message is effectively communicated and remembered, as the surprise serves to emphasize the message rather than distract from it. It's also important to keep the message simple and compact to avoid confusion.

What are the implications of using unexpected elements in a message, as discussed in the Made to Stick book?

View answer

Using unexpected elements in a message can be effective if they are directly connected to the core message. For instance, a surprise that reinforces the main point can make the message more memorable. However, it's important to avoid gimmicks or methods of surprise that have no connection to the main point. These can confuse the audience and detract from the message's impact.

View all questions

Ask follow up

There actually is no Enclave minivan. The commercial was sponsored by the Ad Council and the U.S. Department of Transportation and is meant to promote the use of seatbelts. The commercial uses the tactic of breaking a pattern in order to incorporate the element of surprise and unexpectedness. Our schemas expect a minivan commercial to progress in a specific way. Instead, we are jarringly shocked at the unexpected event of the tragic collision. It is not something one is soon to forget. This is one of the most basic ways to surprise someone. Instead of what usually comes next, break the pattern and introduce an unexpected event.

Questions and answers

How would I do this for travel content?

View answer

To apply the principles from "Made to Stick" to travel content, you would need to create narratives that are unexpected, concrete, and memorable.

For instance, instead of just describing a destination, you could break the pattern by telling a surprising story about it. This could be a historical event, a local legend, or a personal anecdote.

Make your content concrete by providing specific details. Instead of saying "the beach is beautiful", describe the feeling of the sand between your toes, the sound of the waves, and the warmth of the sun on your skin.

Finally, make your content memorable by connecting it to emotions. People are more likely to remember how a story made them feel, rather than the specific details.

Remember, the goal is to change your audience's opinion or behavior. In the context of travel content, this could mean inspiring them to visit a new destination, try a new activity, or see the world from a different perspective.

Ask follow up

Super Bowl wolves[/bold]

When architecting the unexpected element of our message, we should be sure not to make them too weird. A "jack in the box" vision for your surprise is not the best approach. During the Super Bowl in 2000, there was a commercial which showed a high school marching band entering a football field in preparation for a performance. Shortly thereafter, the commercial shows hungry wolves tearing on to the field and attacking the band members. This was in poor taste, because the product the commercial was intending to sell had absolutely no connection to the wolves and the terrifying scene. The only purpose the hungry wolves played was to serve as an unexpected surprise to jolt the viewer to attention.

Questions and answers

What are the challenges one might face while implementing the tactics from "Made to Stick" and how can they be overcome?

View answer

Some challenges one might face while implementing the tactics from "Made to Stick" could include difficulty in simplifying complex ideas, creating unexpectedness, being concrete, and establishing credibility. Overcoming these challenges requires practice and creativity. For simplifying ideas, try to strip down your idea to its core essence. To create unexpectedness, break existing patterns to get people's attention. Being concrete involves making sure your idea can be grasped and remembered. Establishing credibility can be achieved by providing clear examples and statistics.

How does the concept of 'names, names, names' in the book 'Made to Stick' differ from the traditional focus on local news?

View answer

The concept of 'names, names, names' in the book 'Made to Stick' differs from the traditional focus on local news in that it emphasizes the importance of individual people, not just the events or issues. It's not just about focusing on local news, but about publishing as many names of individual people as possible. This approach is about personalizing the news and making it more relatable and memorable to the readers. It's about creating a deeper connection with the audience by making them feel seen and recognized.

View all questions

Ask follow up

Instead, the surprise should be directly connected to the simple (core and compact) message. The "Enclave" commercial works because the surprise of the traffic accident is in relation to the need to buckle up. The Super Bowl wolves likely just left a lot of people scratching their heads. Avoiding "gimmickry" and "out-there" methods of surprise that have no connection to the main point is best.

Ask follow up

Push to uncommon sense – Names, names, names[/bold]

How else should one think about creating surprise? One way is to challenge yourself to go beyond common sense to uncommon sense. In other words, if the core message on its face appears straightforward or expected, take it just one step further to illustrate the extent of what you mean. This is pushing common sense to uncommon sense.

Questions and answers

How does the concept of "sticky" ideas challenge existing paradigms in business communication?

View answer

The concept of "sticky" ideas challenges existing paradigms in business communication by emphasizing the importance of creating messages that are not only understood and remembered, but also have a lasting impact. Traditional communication strategies often focus on delivering as much information as possible, but "sticky" ideas suggest that the effectiveness of a message lies in its ability to stick in the audience's mind and influence their behavior. This approach requires a shift in focus from quantity of information to quality and impact of the message.

How can the lessons from "Made to Stick" be applied in today's business environment?

View answer

The lessons from "Made to Stick" can be applied in today's business environment in several ways. Firstly, businesses can use the principles in the book to make their ideas and messages "sticky", meaning they are understood, remembered, and have a lasting impact. This can be achieved by making ideas simple, unexpected, and concrete. Secondly, businesses can use these principles to change their audience's opinions or behaviors, which is crucial in areas such as marketing and sales. Lastly, the book's lessons can be used to keep complex ideas and messages interesting, which is particularly important in fields such as science and technology.

View all questions

Ask follow up

The Daily Record[/italic] in Dunn, North Carolina has the highest "rate of penetration" of any local newspaper in the United States. It's actually at 112%, which means that some households get more than one paper! The secret to the Daily Record's[/italic] success is the publisher's unceasing mantra- "Names, names, names." While also being an outstanding example of a simple message, the publisher, Hoover Adams, also employs the "push to uncommon sense" tactic with this core message.

Questions and answers

What are some practical examples of sticky ideas in the business or scientific world?

View answer

Sticky ideas are those that are understood, remembered, and have a lasting impact. In the business world, a practical example could be Apple's "Think Different" campaign. It was a simple, yet powerful message that resonated with consumers and stuck in their minds, leading to a change in perception about the brand. In the scientific world, a sticky idea could be the concept of climate change. Despite the complex science behind it, the idea that human activities are causing the Earth's temperature to rise has been widely understood and remembered, leading to changes in behavior and policy.

How does the concept of mystery play a role in making ideas stick according to Robert Cialdini's analysis?

View answer

According to Robert Cialdini's analysis, the concept of 'mystery' plays a significant role in making ideas stick. He found that the most successful scientific articles for non-scientific audiences often began with a mystery story. The authors would describe a situation that seemed inexplicable, thereby inviting the reader into the material. This approach piques the reader's curiosity and engages them, making the ideas presented more memorable and impactful.

View all questions

Ask follow up

Many people understand "names, names, names" to mean that the newspaper's primary focus should be on local news and local people, a mission not unheard of for a local publication. What is unexpected about Adams' message, however, is that he means much more than that. He truly means that the paper should publish as many names of individual people as possible. "Names, names, names" isn't just a memorable way of saying "focus on local news." It literally means what it says. Hoover explains, "If I could, I'd publish pages from the phone book to get names. In fact, if I could gather up enough names I'd hire more typesetters to lay out more pages so they'd fit." It is when Adams took the message down an unexpected path of implications that his message was truly surprising.

Questions and answers

How has the book 'Made to Stick' influenced corporate strategies or business models?

View answer

The book 'Made to Stick' has significantly influenced corporate strategies and business models by emphasizing the importance of creating 'sticky' ideas. These are ideas that are understood, remembered, and have a lasting impact, changing the audience's opinion or behavior. Many businesses have adopted this approach to ensure their messages, products, or services stick in the minds of their customers, leading to increased brand recognition and loyalty. The book also encourages businesses to present complex information in a compelling and engaging way, much like the story of Saturn's rings, to keep the attention of their audiences.

How might a company in a traditional sector like manufacturing or retail apply the innovative approaches discussed in Made to Stick?

View answer

A company in a traditional sector like manufacturing or retail can apply the innovative approaches discussed in "Made to Stick" by making their ideas and messages "sticky". This can be achieved by ensuring that their ideas are simple, unexpected, concrete, credible, emotional, and tell a story. For example, a manufacturing company can simplify complex processes into easy-to-understand concepts for their employees and customers. A retail company can create unexpected marketing campaigns that grab attention and remain in the customers' memory. Both sectors can use concrete examples and credible sources to enhance the believability of their messages. By connecting their ideas with emotions and weaving them into a compelling story, they can create a lasting impact and change their audience's opinion or behavior.

View all questions

Ask follow up

Interest[/bold]

Saturn's rings[/bold]

The next challenge in making ideas and messages unexpected is keeping them interesting. Just as using schemas to make complicated topics simple was necessary due to the complex nature of the topics, so too is this tactic crucial because of the need to explain multiple components of multi-layered ideas and concepts. The field of science is a good example to use in this case.

Ask follow up

Robert Cialdini, a university professor and social psychologist, was on a quest to make his scientific lectures and the overall way he spoke about science and research more interesting. He analyzed volumes of scientific articles that were all specifically written for non-scientific audiences. The main consistency he found among them was that they introduced their respective topics in the context of a mystery. He says, "…the most successful of these pieces all began with a mystery story. The authors described a state of affairs that seemed to make no sense and then invited the reader into the material.

Questions and answers

How can a startup leverage Loewenstein's research on curiosity and knowledge gaps to improve their marketing strategies?

View answer

A startup can leverage Loewenstein's research on curiosity and knowledge gaps to improve their marketing strategies by creating a sense of curiosity in their target audience. This can be achieved by revealing just enough information to pique interest, but not so much that there is no longer a knowledge gap. The audience will then be motivated to seek out more information, leading them to engage more with the startup's marketing content. This strategy can be used in various marketing channels such as social media, email marketing, and content marketing.

How can the gap theory, as used by Roone Arledge in ABC Sports, be utilized by small businesses to engage their audience?

View answer

The gap theory, as used by Roone Arledge in ABC Sports, can be utilized by small businesses to engage their audience by creating a sense of curiosity and anticipation. This can be done by strategically withholding information and then revealing it at the right time. This creates a gap in the audience's knowledge that they are eager to fill, thereby increasing engagement. For instance, a small business could tease a new product launch or a major announcement, creating a buzz and anticipation among its audience. This strategy can also be used in content marketing, where businesses can create a series of content pieces that gradually reveal information, keeping the audience hooked and coming back for more.

View all questions

Ask follow up

Cialdini recalls that one of the more striking and interesting pieces was written by an astronomer telling the tale of the "puzzle" of Saturn's rings. The predicament was that three independent scientists, all reputable and at elite institutions, claimed that they knew what Saturn's rings were made of. The problem was that they all said different things – one gas, one dust, and one ice crystals. It turns out the answer was actually dust covered in ice. But that is beside the point. The point is that, by making this densely scientific topic into a mystery, "…that writer had me turning pages like a speed-reader," says Cialdini. By structuring any piece of information or communication in a similar way, it's possible to keep the attention of your audiences as well.

Questions and answers

How does Arledge's approach of bringing the viewer to the game challenge traditional broadcasting practices?

View answer

Arledge's approach challenged traditional broadcasting practices by shifting the focus from just the game itself to the entire experience surrounding the game. Instead of simply broadcasting the game, Arledge aimed to 'bring the viewer to the game' by showcasing elements like the history of team rivalries, fans tailgating, the hype of the game within the college town, and the overall feel of game day. This approach not only provided a more immersive experience for viewers but also made them aware of a 'gap' in their knowledge, thereby drawing them more into the game.

What are some innovative ways to make ideas "sticky" as suggested in the book "Made to Stick"?

View answer

The book "Made to Stick" suggests several innovative ways to make ideas "sticky". First, simplicity is key. Ideas should be both simple and profound. Second, unexpectedness. Break existing patterns to get people's attention. Third, concreteness. Make sure the idea can be grasped and remembered later. Fourth, credibility. Give the idea believability by providing details. Fifth, emotions. Make people feel something. Lastly, stories. Stories inspire, motivate and are more memorable than simple facts.

View all questions

Ask follow up

NBC Sports[/bold]

The final way to keep your audience rapt and make what you have to say "stickier" is by applying the "gap theory." The theory here is that people don't care to hear more about what they don't understand. If it's altogether new or foreign, it's hard to get people invested in what you have to say. The "gap theory" builds on the research of George Loewenstein, a behavioral economist, who claimed that people want to know more about something when they realize they are lacking in knowledge.

Ask follow up

"Our tendency is to tell people the facts. First, though, they must realize that they need these facts. The trick to convincing people that they need our message, according to Loewenstein, is to first highlight some specific knowledge that they're missing."

A key nuance to Loewenstein's research is that the more we know, the more we become aware of what we don't know, and therefore the more curious we become at resolving that gap. A young, twenty-nine year old staffer at ABC Sports in the 1960s was operating in this vein when he wrote a three page memo for senior executives, pitching ways to improve coverage of college football. The staffer, Roone Arledge, would go on to become the head of ABC Sports and ABC News and found the Wide World of Sports, Monday Night Football, 20/20,[/italic] and [/talic]Nightline[/italic]. Though his successes came prior to Loewenstein's research, Arledge's thesis of how to engage viewers in sports games they may not otherwise care about is in line with the gap theory.

Ask follow up

Whereas before coverage focused on the narrow lens of the game itself, Arledge's approach was to "bring the viewer to the game," not the "game to the viewer." He prioritized broadcasting things like the history of team rivals, fans tailgating, the hype of the game within the college town, and the overall feel of game day. In summary, he theorized that providing the context around the game would draw viewers into the game itself and make them aware of a "gap" in their knowledge. His approach was clearly a success.

Questions and answers

Can you provide examples of how abstract language can hinder understanding and recall?

View answer

Abstract language can hinder understanding and recall in several ways. Firstly, it can create confusion as it lacks specificity. For example, a statement like "We need to improve our performance" is abstract and doesn't provide clear direction on what needs to be improved or how. Secondly, abstract language can lead to misinterpretation. Different people might interpret the same abstract statement in different ways, leading to confusion and miscommunication. Lastly, abstract language is harder to remember because it doesn't connect with our senses or concrete experiences. We remember things better when we can visualize them or connect them to real-life experiences.

How does using concrete language foster teamwork and collaboration?

View answer

Using concrete language fosters teamwork and collaboration by creating a shared understanding among team members. When ideas are expressed in concrete terms, they are easier to understand and remember. This clarity eliminates confusion and misinterpretation, which can often be a barrier to collaboration. Furthermore, concrete language enables a common language around the concrete image, which can facilitate better communication and engagement among team members. This shared understanding and improved communication can enhance teamwork and collaboration.

View all questions

Ask follow up

How to make your ideas unexpected

Several tactics for the trait of "unexpected" can be applied to our own lives. If we want to get someone's surprise, break a pattern in a way that is unexpected, yet clever at the same time. Also, be sure to push from common sense to uncommon sense. When explaining that all printed materials should be formatted according to the company's brand standards, use an unexpected example that will stick. "We take brand standards seriously here, and we mean it. If a toilet goes down, even that "Out of Order" sign better be in the right font and colors." Lastly, use the "gap theory" and the concept of a mystery story to keep your audience interested to fully hear you out. Say you work in supply chain and are pitching to a supervisor the reasons for switching to a more costly supplier for a specific component of the product due to repeated failures of the mechanism. Instead of starting with the economics of why this would result in fewer products returned and replaced, introduce it as a mystery – "Why were customers returning our product so frequently?"

Ask follow up

Breaking a pattern, pushing through to uncommon sense, and applying the gap theory can all help your ideas become more unexpected, and therefore more sticky.

Concrete

"Concreteness creates a shared 'turf' on which people can collaborate. Everybody in the room feels comfortable that they're tackling the same challenge."[/italic]

Making things concrete implies that we should stop talking and writing in the abstract, and start using words that reflect real life, in the concrete. If someone is attempting to share a topic with others, it's most likely that he or she is very knowledgeable about the topic. With extensive knowledge often comes the use of abstract, technical language, or buzz words. This makes it much harder for concepts to be understood and remembered, and even harder for two or more people to engage together on the topic due to a lack of shared understanding. So, making ideas more concrete both improves others' recall and also fosters a sense of teamwork and collaboration due to enabling a common language around the concrete image.

Questions and answers

What is the potential for the ideas in "Made to Stick" to be implemented in real-world scenarios like The Nature Conservatory?

View answer

The ideas in "Made to Stick" can be highly beneficial for real-world scenarios like The Nature Conservatory. The book emphasizes on creating "sticky" ideas that are understood, remembered, and have a lasting impact. The Nature Conservatory, which is struggling to make donors understand the importance of their contributions, can use these principles to create compelling narratives about their work. For instance, instead of the "bucks and acres" approach, they can tell stories about the specific ecosystems or species that are being saved, making the impact of donations more tangible and memorable for the donors.

How do the theories in "Made to Stick" challenge existing practices in non-profit fundraising?

View answer

The theories in "Made to Stick" challenge existing practices in non-profit fundraising by emphasizing the importance of making the cause or mission "sticky". This means making it memorable, impactful, and able to change the audience's opinion or behavior. In the context of non-profit fundraising, this could mean moving away from traditional methods like the "bucks and acres" approach used by The Nature Conservatory. Instead, organizations might need to find ways to make their mission more tangible and compelling to donors, even if they can't directly see where their money is going.

View all questions

Ask follow up

Where "concrete" has worked

Understand and remember[/bold]

Sour grapes[/bold]

This chapter in Made to Stick[/italic] begins with the re-telling of one of Aesop's fables "The Fox and the Grapes." (The fox assumes the grapes are sour because he cannot reach them and is disappointed). This is a story that has withstood the test of time not only because it relates a truth that resonates, but also because of its use of simple imagery – a fox, an orchard, grapes, a hot summer day. Anyone can picture it. Contrast that with the dense lingo, jargon, and – even worse – acronyms that abound in today's corporate world, and it is clear to see how we can get through a presentation and be staring at blank faces without a clue what was just said. We'll see a few modern-day examples of how others made their ideas concrete and sticky, and then offer a few pointers of how to apply it yourself.

Ask follow up

The Nature Conservatory's landscape celebrities[/bold]

The Nature Conservatory is a non-profit organization that raises money to protect vulnerable environments. In 2002, it began facing a challenge of how to make donors really understand what their money was going to and feel compelled to give. Their previous approach – "bucks and acres" – literally allowed donors to purchase acres of land outright, and therefore guarantee its preservation. As the Nature Conservatory struggled to protect more land, they realized that they couldn't buy it all and instead needed to fund certain protections against it. This was much less tangible for donors.

Questions and answers

How can a startup utilize the six traits of sticky ideas for its growth and development?

View answer

A startup can utilize the six traits of sticky ideas for its growth and development by incorporating these traits into their business strategies. The six traits are: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories (SUCCES). Simplicity is about making the idea or message clear and concise. Unexpectedness can be achieved by breaking patterns to get people's attention. Concreteness helps people understand and remember the idea. Credibility makes the idea believable. Emotions make people care about the idea. And Stories make people act on the idea. By incorporating these traits, a startup can create ideas that stick, which can lead to increased growth and development.

In what ways has the book 'Made to Stick' influenced corporate strategies or business models?

View answer

The book 'Made to Stick' has significantly influenced corporate strategies and business models by emphasizing the importance of creating 'sticky' ideas. These are ideas that are understood, remembered, and have a lasting impact, leading to a change in the audience's opinions or behaviors. For instance, in the corporate world, this concept has been applied in the creation of memorable marketing campaigns, effective communication strategies, and innovative product designs. The book encourages businesses to make their ideas concrete, unexpected, credible, emotional, and story-driven to ensure they 'stick' with their intended audience.

View all questions

Ask follow up

So, they took a creative approach of making these quantities of land more concrete. They invented "landscapes," not the word, but the way that it applied to their goals. Instead of setting goals in terms of "number of acres protected," they set out to protect fifty "landscapes." It was much easier to have a conversation with a donor about the "Mount Hamilton Wilderness" (a set of brown hills to the east of Silicon Valley) than "those brown hills." By inventing these names and calling them landscapes, they made this concept much more concrete for donors and inspired more giving. Making something concrete when it otherwise wouldn't be is one way to help others understand and remember your ideas.

Ask follow up

Collaboration[/bold]

The Ferraris go to Disney[/bold]

As mentioned previously, making ideas concrete can also increase the odds that others will have an easier time collaborating on them or discussing them together. This is important for stickiness, because a message can't travel if others can't discuss it with one another.

HP wanted to establish a venture with Disney wherein Disney would use their technology as part of the user experience in the parks. In order to impress the Disney executives and get them to sign, HP hired an independent consulting firm to help them get their message across. The firm took their pitch to the next level, and made it concrete.

Questions and answers

How can the principles from "Made to Stick" be applied in a business environment to change audience's opinion or behavior?

View answer

The principles from "Made to Stick" can be applied in a business environment to change an audience's opinion or behavior by making ideas "sticky". This involves making ideas understood, remembered, and impactful. One way to do this is by making abstract ideas concrete, as demonstrated in the book. For example, instead of presenting an abstract concept, provide a tangible example or symbol that represents the idea. This can help capture the audience's attention and open their minds to new perspectives, thereby changing their attitudes from reactive and critical to active and creative.

What role does unexpectedness play in making ideas stick according to Made to Stick?

View answer

Unexpectedness plays a crucial role in making ideas stick according to the book 'Made to Stick'. It helps in capturing people's attention and keeping them engaged. When an idea is unexpected, it breaks the pattern of what people are used to, thus making them more likely to remember it. It also stimulates curiosity and interest, making people want to explore the idea further. This is why unexpectedness is one of the key factors in making an idea 'sticky'.

View all questions

Ask follow up

Instead of a PowerPoint presentation or something similar, the consultants created a life-size, interactive exhibit about a fictional family called the "Ferraris." The exhibit was set in the Ferraris's home, and displayed actual technology throughout that featured how their Disney experience had been enhanced by HP's technology. Because of the concreteness of the exhibit, it was a hit. Those at both HP and Disney could not stop talking about it. Because there was something so tangible between them, it made it much easier to have a discussion about and collaborate on the possibilities. News of the display spread like wildfire and it remained up much longer than originally planned due to the excitement.

Questions and answers

What are some of the most innovative or surprising ideas presented in the book 'Made to Stick' for making ideas tangible and exciting?

View answer

The book 'Made to Stick' presents several innovative ideas for making ideas tangible and exciting. One of the key concepts is the use of concrete examples to make abstract ideas more understandable and memorable. This could be through the use of physical objects, like a globe to represent foreign market regulation, or through vivid stories that illustrate the idea. The book also emphasizes the importance of simplicity in communication, suggesting that ideas should be stripped down to their core essence. Another surprising idea is the use of unexpected elements to grab attention and create interest. Finally, the book suggests that ideas should be made credible, either through detailed explanations or by associating them with trusted sources or authorities.

How can a small business use the concept of sticky ideas to grow and capture their audience's interest?

View answer

Small businesses can use the concept of "sticky" ideas to grow and capture their audience's interest by creating ideas that are understood, remembered, and have a lasting impact. This can be achieved by making the ideas tangible and relatable. For instance, if a business is trying to untangle foreign market regulation, they could use a globe as a symbol to make the idea more memorable. This can inspire the team and make the idea more exciting to talk about and work on. The key is to make the idea stick in the minds of the audience, changing their opinion or behavior in the process.

View all questions

Ask follow up

How to make your ideas concrete

The maroon portfolio[/bold]

Making ideas more concrete and tangible is something anyone can do. Made to Stick[/italic] shares the example of a young man pitching his idea for a notebook computer to a prestigious venture capital firm. The firm ended up investing millions of dollars in his idea. But the young man, Jerry Kaplan, began the meeting convinced it was going to be a train wreck.

Questions and answers

How does the case of Saddleback Church challenge existing practices in audience targeting?

View answer

The case of Saddleback Church challenges existing practices in audience targeting by creating a detailed, concrete image of their target audience, referred to as 'Saddleback Sam'. This fictional character is fleshed out to the very last detail, including age, education, job satisfaction, and life outlook. This approach allows the church to tailor their ministries and growth strategies to meet the specific needs and preferences of 'Saddleback Sam'. This level of specificity and concreteness in audience targeting is a departure from more traditional, broad-brush approaches.

How does the book 'Made to Stick' explain the power of concreteness in making ideas stick?

View answer

The book 'Made to Stick' explains the power of concreteness in making ideas stick by using the example of Saddleback Church. The church has over 50,000 members, and one of the key components of its success is its ability to be clear and concrete about its target audience. The church's leaders have created a detailed picture of the kind of person they're trying to reach, called 'Saddleback Sam'. This fictional person is fleshed out to the very last detail, from his age to his job satisfaction. This concreteness helps the church grow and offer relevant ministries. It shows that concrete ideas are more likely to be understood, remembered, and have a lasting impact.

View all questions

Ask follow up

While waiting for his turn in the board room, Kaplan saw every other entrepreneur begin their presentation in a crisp suit, prepared with their extensive business plan in hand. He realized that he, in contrast, had come ostensibly unprepared, with only his maroon leather portfolio and a pad of paper in hand. He began his presentation by sharing the gist of his idea – a personal, portable computer that could store information and perform tasks on the go. In the midst of an awkward silence, he risked a theatrical approach that ended up being the key to his success, due to its ability to make his idea concrete and an object of collaboration. Kaplan recounts, "I tossed my maroon leather case in the air. It sailed to the center of the table where it landed with a loud clap. 'Gentlemen, here is a model of the next step in the computer revolution.'"

Questions and answers

What does the concept of Saddleback Sam imply in the context of customer engagement?

View answer

The concept of "Saddleback Sam" in the context of customer engagement refers to the creation of a customer persona. This persona represents a segment of your customer base and is used as a tool to better understand and engage with your customers. By creating a persona like "Saddleback Sam", businesses can make more informed decisions about their products or services, as they have a clearer understanding of their customer's needs and preferences.

How can creating a persona for your customer base enhance decision-making processes?

View answer

Creating a persona for your customer base can significantly enhance decision-making processes. It allows you to understand your customers better, their needs, preferences, and behaviors. This understanding can guide your decisions regarding product development, marketing strategies, and customer service. It makes decision-making more intuitive as you can anticipate how your customer might react or what they might need. Essentially, it's like having your customer in the conference room with you, guiding your decisions.

View all questions

Ask follow up

Kaplan describes the interactions that followed this gesture as, "It had been magically transformed from a stationary-store accessory into a symbol of the future of technology." He describes the senior partners and experts beginning a collaborative thought exercise with his portfolio as the centerpiece. They debated how much information a computer of that size could store, its possible functions and capabilities. It was by taking his abstract, futuristic idea, and making it concrete that Kaplan was able to capture the attention of the venture capital partners in a way that the previous entrepreneurs with their slick presentations hadn't. "It changed their attitude from reactive and critical to active and creative." Providing something concrete opens peoples' attitudes and minds in a way that keeping ideas in the abstract keeps closed.

Ask follow up

This is a tactic to consider employing when we are trying to help our ideas and strategies go the extra mile. What about selecting an object or item that embodies the qualities you wish to inspire among your team for a period of time? Major world religions use this ubiquitously (e.g., a crucifix or statue of Buddha). Perhaps your motivational speech about the need to untangle foreign market regulation in the next quarter would be better remembered if it were accompanied by a globe on display. Making something tangible can make all the difference between something people are excited to talk about and work together on, and something people avoid or ignore.

Ask follow up

Saddleback Sam[/bold]

Rick Warren's megachurch, Saddleback Church, in California, is a bustling operation. It has countless ministries and no doubt a very large budget to support its many activities in the community and beyond. However, it is at its core a church, and is always looking to bring on new members and help serve their spiritual needs.

Ask follow up

Saddleback Church is not just any church, however. It has over 50,000 members. What enabled this success? Of course there are many pieces to the puzzle, but undoubtedly one of the components is Saddleback's ability to be clear-eyed and concrete about its target "audience." "Over the years, the church's leaders have created a detailed picture of the kind of person they're trying to reach. They call him 'Saddleback Sam.'" Saddleback Sam isn't just a nice nickname. It is an entire fictional person, fleshed out to the very last detail. "His age is late thirties or early forties. He has a college degree and may have an advanced degree…Surveys show that Sam likes his job, he likes where he lives, and he thinks he's enjoying life more now than he was five years ago." The description goes on. Saddleback Church has learned how to harness the power of concreteness to help them grow their church and offer relevant ministries. Now, instead of every idea being subject to anyone and everyone's opinions, it is put in front of only one: Saddleback Sam. By describing him in the concrete, it is possible to extrapolate what "Saddleback Sam" would think of any given event or decision. Just as we have seen with the previous qualities of sticky ideas described, something concrete has the power to be digested by and influence the decisions of many varied decision-makers.

Ask follow up

One clear application for those wishing to make their ideas more concrete and stickier could be to do this same exercise for your customer base. Perhaps you have a few segments you are trying to reach and not just one "Saddleback Sam." Go ahead and create a persona for that customer. You might be surprised at how much more easily and intuitively it is to make decisions when you have your customer in the conference room with you, at least in the fictional sense.

Questions and answers

How can the concept of invoking authorities be applied in today's business environment to enhance credibility?

View answer

Invoking authorities in today's business environment can enhance credibility by associating your ideas or products with reputable institutions or brands. This can be done by obtaining endorsements, certifications, or partnerships from these authorities. For instance, a health product that is FDA approved will likely be seen as more credible. Similarly, a tech startup that partners with a well-known tech giant can gain credibility. However, it's important to ensure that these associations are genuine and not misleading, as credibility can be quickly lost if the truth is uncovered.

What are the key takeaways from the book 'Made to Stick' that can help make ideas more credible and impactful?

View answer

The book 'Made to Stick' provides several key takeaways to make ideas more credible and impactful. Firstly, it emphasizes the importance of simplicity. Ideas should be stripped down to their core, ensuring they are both simple and profound. Secondly, unexpectedness is crucial. Ideas should break patterns and generate interest. Thirdly, concreteness is important. Ideas should be explained in terms of human actions and sensory information. Fourthly, credibility is key. Ideas should carry their own credentials. Fifthly, emotions should be involved. Ideas should make people feel something. Lastly, stories should be told. Ideas should be presented as stories to provide simulation and inspiration.

View all questions

Ask follow up

Credible

"We can't route our memos through people's mothers to add credibility."[/italic]

Credibility is another key to creating or spotting sticky ideas. The idea has to be believable to be remembered and shared with others, or else it is easy to dismiss. For those who aren't experts or who don't have expert endorsement, there are a few creative ways to enhance the credibility of ideas.

Questions and answers

How can the book 'Made to Stick' influence a company's corporate strategy or business model?

View answer

The book 'Made to Stick' can significantly influence a company's corporate strategy or business model by teaching how to make ideas 'sticky'. Sticky ideas are those that are understood, remembered, and have a lasting impact. They can change the audience's opinion or behavior. By applying the principles from the book, a company can create and communicate ideas that stick with their employees, customers, and stakeholders. This can lead to improved understanding of the company's mission, increased buy-in, and ultimately, a more effective and successful business strategy.

What are some real-world examples of successfully implementing the principles of Made to Stick?

View answer

Some real-world examples of successfully implementing the principles of "Made to Stick" include the "Just Do It" campaign by Nike and the "Don't Mess with Texas" anti-litter campaign. Both these campaigns used simple, unexpected, concrete, credible, emotional stories to create a lasting impact. Another example is how Southwest Airlines has made its mission to be the "low-cost" airline stick by making decisions that align with this mission, such as using only one type of airplane to reduce maintenance costs.

View all questions

Ask follow up

Where "credibility" has worked

Pam Laffin, the anti-authority[/bold]

A powerful way to appear credible is to invoke authorities. This is also one of the more straightforward approaches. Made to Stick[/italic] relates the example of an urban legend that took off under the claim that bananas from Costa Rica were spreading flesh-eating bacteria. The emails claimed stamps of approval from the FDA, the Manheim Research Institute, the Center for Disease Control, and other institutions. Though that email was a ruse and lie, it still stands that the more you can tie prestigious brands and institutions to your idea, it is more likely that others will find you credible. What about the concept of "anti-authority," or, someone who would on the face of it have no apparent value in supporting the cause?

Questions and answers

How can startups use the human scale principle to make their ideas more relatable and credible?

View answer

Startups can use the human scale principle to make their ideas more relatable and credible by presenting their ideas in terms that are easily understood and relatable to the average person. This could involve using familiar examples or analogies to explain complex concepts, or breaking down large, abstract numbers into more comprehensible units. For instance, if a startup is developing a new technology, they could explain its impact in terms of everyday experiences, such as how much time it could save on a daily task. This approach can help to make the idea more tangible and credible in the eyes of potential investors, customers, or partners.

How does the human scale principle contribute to the credibility of an idea?

View answer

The human scale principle contributes to the credibility of an idea by making it more relatable and understandable to people. This principle suggests that ideas or concepts can be more easily comprehended if they are presented in terms that humans can relate to. For instance, if you're trying to convey the magnitude of a large number, like the number of nuclear weapons in the world, it might be more impactful to compare it to something that people are familiar with. This makes the idea more tangible and therefore more credible.

View all questions

Ask follow up

Pam Laffin was hired to be the face of the anti-smoking campaigns of the mid-1990s. She is the perfect example of the anti-authority because she is at the same time both an average person and someone who couldn't be in a more perfect position to convince others to give up cigarette smoking. At the time that she began speaking on behalf of the campaign, she was a twenty-nine year old mother who had begun smoking at age ten. Ultimately, she would pass away at age thirty-one as a result of her smoking, but not before becoming an extremely effective spokespersons about the dangers of smoking. Ms. Laffin is an anti-authority because she does not come with any fancy credentials or research studies to her name. Instead, she brings real-life experience with the topic at hand. She is relatable and people will believe her because, unlike the authorities, she is like me and you – an anti-authority.

Questions and answers

How does the concept of 'unexpected' in 'sticky ideas' go beyond just being a gimmicky surprise?

View answer

The concept of 'unexpected' in 'sticky ideas' goes beyond just being a gimmicky surprise by creating a lasting impact. It's not about a one-time shock value, but about breaking the audience's guessing machine in a way that sparks their interest and curiosity. This unexpected element forces the audience to pay attention and engage with the idea. It's about creating a surprise that opens up a knowledge gap for the audience, making them want to fill that gap by understanding and remembering the idea.

Can the idea of using props to make statistics more accessible, as discussed in the book, be implemented in real-world business scenarios?

View answer

Yes, the idea of using props to make statistics more accessible, as discussed in the book, can be implemented in real-world business scenarios. This method can be particularly effective in presentations or meetings where complex data needs to be communicated. Props can provide a visual representation of data, making it easier for people to understand and remember. However, the use of props should be carefully considered to ensure they accurately represent the data and do not mislead the audience.

View all questions

Ask follow up

The dancing 73-year-old[/bold]

A lesser-known tactic for enhancing credibility is to use lots of convincing details. There are studies that have shown that providing more detail, even where irrelevant to your argument at hand, makes others more likely to believe your case.

The Liz Lerman Dance Exchange (LLDE) was participating in a conference designed to help certain non-profits hone in on their core mission and values. When it was LLDE's chance to share their draft mission statement, they claimed "diversity" as a core value, but was met with much skepticism from other participants in the conference. The others thought LLDE was just saying nice words and under-appreciating their value.

Ask follow up

LLDE managed to silence its critics by using a convincing detail. They shared the identity of one of their longest members. Thomas Dwyer "is a seventy-three year old man…he came to the LLDE after a full career working for the U.S. government…and had no previous dance experience." Being able to quickly and fluently highlight the small but robust detail was a huge point of credibility for LLDE among its fellow organizations. They were persuaded that LLDE did indeed have diversity as a core value.

Questions and answers

How can the tactics from the book 'Made to Stick' be applied to make ideas more memorable and impactful?

View answer

The tactics from the book 'Made to Stick' can be applied to make ideas more memorable and impactful by following the SUCCESs model outlined in the book. This model includes:

1. Simplicity: Keep your idea simple and profound. Like the proverb, it's the core of the idea that drives its stickiness.

2. Unexpectedness: Something unexpected, a surprise or a twist, grabs attention and holds it.

3. Concreteness: Explain your ideas in terms of human actions, sensory information, and concrete images.

4. Credibility: Help people believe by making sure your idea carries its own credentials.

5. Emotions: Make people feel something to get them to care about your idea.

6. Stories: Stories are powerful in getting people to act on your ideas.

By applying these tactics, your ideas can become more memorable and impactful.

How does Ronald Reagan's tactic in the 1980 presidential debate exemplify the concept of 'sticky' ideas as presented in the book 'Made to Stick'?

View answer

In the 1980 presidential debate, Ronald Reagan used a 'sticky' idea to make his point. Instead of bombarding the audience with statistics about the country's supposed deterioration under Jimmy Carter, Reagan asked a simple, personal, and memorable question: 'Are you better off now than you were four years ago?' This question stuck with the audience because it was easy to understand, remember, and it had a lasting impact. It changed the audience's opinion and behavior, which are the characteristics of a 'sticky' idea as presented in the book 'Made to Stick'.

View all questions

Ask follow up

Nuclear warhead BB's[/bold]

Credibility can also be easily gained through a basic awareness of the human scale principle. The basic premise is that things can be much more easily intuited if they are illustrated in terms that a human can relate to. The goal of the 1980s organization Beyond War[/italic] was to raise awareness and the public outcry against nuclear weapons. They would go door to door with their case, hoping to spread awareness and gain support. One of their key challenges was helping people believe and make sense of the important detail of the number of nuclear weapons currently in existence. The number – 5,000 – was one that people certainly understood to be large, but was not on a scale that was easily internalized.

Questions and answers

How has the book 'Made to Stick' influenced corporate strategies or business models in terms of enhancing the credibility of their ideas?

View answer

The book 'Made to Stick' has significantly influenced corporate strategies and business models by providing tactics to make ideas 'sticky'. These tactics include invoking authorities or 'anti-authorities', adding specific details to support arguments, speaking or illustrating things on a 'human scale', and allowing people to experience things for themselves. Many businesses have adopted these tactics to enhance the credibility of their ideas, making them more understandable, memorable, and impactful. This has led to changes in audience opinions or behaviors, thereby influencing corporate strategies and business models.

What is the relevance of the book 'Made to Stick' in contemporary debates about effective communication and persuasion?

View answer

The book 'Made to Stick' is highly relevant in contemporary debates about effective communication and persuasion. It provides practical strategies for making ideas 'sticky' - understood, remembered, and impactful. The book discusses tactics like invoking authorities or 'anti-authorities', adding specific details to support arguments, speaking on a human scale, and allowing people to learn from their own experiences. These tactics are applicable in today's world where effective communication is crucial in various fields such as marketing, education, leadership, and more.

View all questions

Ask follow up

So, they brainstormed ways to make this credible statistic more accessible. They brought along a few props to their house calls, specifically a metal bucket and some BBs. First, they dropped one BB into the bucket and asked people to visualize that single BB as the Hiroshima bomb, describing the utter destruction that single bomb wrought. One BB representing a single nuclear bomb is a scale that people could visually and audibly sense. Then, they proceeded to pour 5,000 BBs into the metal bucket. "'This is the world's current arsenal of nuclear weapons'…The noise was startling, even terrifying…'The roar of the BBs went on and on.'"

Ask follow up

This demonstration helps drive home the point that, "Statistics are rarely meaningful in and of themselves. Statistics will, and should, almost always be used to illustrate a relationship. It's more important for people to remember the relationship than the number." When enhancing the credibility of our arguments or messages by weaving in important statistics, it's important not to lose sight of this fact, and make an effort to highlight the relationships the statistics give color to.

Ask follow up

NBA rookie orientation[/bold]

The last tactic for making your ideas more credible is to create experiences where people who are skeptical of your claim actually try out and are themselves convinced through "testing" your claim. This is called "testable credentials."

In the 1980 presidential debate, Ronald Reagan employed this tactic when seeking to prove the need for a new candidate (himself) instead of re-electing Jimmy Carter for a second term. "Are you better off now than you were four years ago?" Rather than trying to convince his audience with the statistics of the country's supposed deterioration under Carter, Reagan asked the audience to ask themselves whether the statistics were true, given their personal experience.

Questions and answers

How does the concept of self-interest play a role in successful advertising according to John Caples?

View answer

John Caples, a successful copywriter, emphasized the importance of self-interest in advertising. He believed that the most common reason for unsuccessful advertising was that advertisers often focused too much on their own accomplishments, forgetting to highlight what's in it for the customers. In other words, they failed to appeal to the self-interest of the potential buyers. Caples' approach was to craft messages that highlighted self-interest, which he found to be more effective in getting people to care and respond to the advertisements.

What are the key tactics to make ideas "sticky" as discussed in the book "Made to Stick"?

View answer

The book "Made to Stick" by Chip and Dan Heath outlines six key principles to make ideas "sticky", meaning they are understood, remembered, and have a lasting impact. These principles are:

1. Simplicity: Keep your message simple and core. Avoid unnecessary complexities.

2. Unexpectedness: Break existing patterns to get people's attention.

3. Concreteness: Make sure your idea can be grasped and remembered later.

4. Credibility: Help people believe by making sure your idea carries its own credentials.

5. Emotions: Make people feel something to get them to care.

6. Stories: Narratives are powerful means to get people to act on your ideas.

These principles are not necessarily all required for an idea to stick, but the more that are included, the stickier the idea will be.

View all questions

Ask follow up

Another striking example of this in action was the NBA's effort to teach rookies about the dangers of sexual transmitted diseases, especially given the attention they would receive as new basketball stars. They essentially planted actresses in the hotel bar where the rookie orientation was being held. Unknowingly, the rookies exchanged contact information and plans with the attractive women at the bar. The next day, it was revealed that the women were plants, and that they were in fact HIV positive. We can imagine how much more the NBA's message about avoiding STDs rung true for those who had been duped by the experience. They are probably much more likely to agree that the NBA has a credible case in warning them against the dangers they will face in their new career.

Questions and answers

How can a small business use the concept of "sticky ideas" to enhance their customer engagement?

View answer

Small businesses can use the concept of "sticky ideas" to enhance customer engagement by creating messages that are understood, remembered, and have a lasting impact. This can be achieved by making the benefits of their products or services tangible and relatable, so customers can easily imagine themselves enjoying them. This approach can change the audience's opinion or behavior, leading to increased customer engagement.

What does the book 'Made to Stick' suggest about the role of tangibility in making people care about benefits?

View answer

The book 'Made to Stick' suggests that the tangibility of benefits plays a significant role in making people care about them. It details studies showing that people were more likely to buy a product when they could imagine themselves enjoying it. This suggests that it's the tangibility, rather than the magnitude, of the benefits that makes people care. Therefore, helping people visualize themselves receiving a benefit may make them care more than trying to meet their every exact need.

View all questions

Ask follow up

How to make your ideas credible

In addition to invoking authorities or "anti-authorities" (those who have no formal credentials, but are believable due to their deep experiences), there are several other tactics you can employ when trying to enhance the credibility of your ideas. Of course, if possible it is usually beneficial to cite a trusted authority or thought leader. But, giving a platform to those who speak from experience might resonate just as deeply. In addition, adding specific details that support the most vulnerable areas of your argument can also be an effective way of deflecting skepticism. And, speaking or illustrating things on a "human scale" is also important in getting others to believe you, especially if part of your case relates to numbers or statistics. And lastly, maybe one of the most effective ways at getting people to believe you is for them to see for themselves. There is no teacher quite like experience.

Ask follow up

Emotional

"Belief counts for a lot, but belief isn't enough. For people to take action, they have to care."[/italic]

Even if someone is presented with a simple idea, is unexpected by it, can understand it because it's concrete and believe it because it's credible, there is no guarantee that the idea will be "sticky," because there are no guarantees that your audiences cares at all. That is why making your ideas emotional is so important. Getting people to care through emotion is the key to helping sticky ideas spread.

Questions and answers

How might a company in a traditional sector like manufacturing or retail apply the innovative approaches discussed in Made to Stick?

View answer

A company in a traditional sector like manufacturing or retail can apply the innovative approaches discussed in "Made to Stick" by creating ideas that are understood, remembered, and have a lasting impact. This can be achieved by making the ideas simple, unexpected, concrete, credible, emotional, and by telling stories. For example, in a manufacturing company, this could mean simplifying complex processes into easy-to-understand steps, or in a retail setting, creating unexpected, memorable customer experiences. The key is to make the ideas "stick" in the minds of the audience, whether they are employees, customers, or stakeholders.

How is the theme of "sticky ideas" in the book "Made to Stick" relevant to contemporary issues and debates?

View answer

The theme of "sticky ideas" in the book "Made to Stick" is highly relevant to contemporary issues and debates. In today's information-saturated world, it's crucial to communicate ideas effectively for them to stick and make an impact. Whether it's in marketing, education, politics, or social activism, the principles of "sticky ideas" can be applied. For instance, in the context of climate change debate, presenting facts in a compelling, concrete, and credible manner can make the idea of environmental conservation "stick" in people's minds, influencing their attitudes and behaviors towards more sustainable practices.

View all questions

Ask follow up

Where "emotional" has worked

The greatest copywriter of all time[/bold]

One way of getting people to care about what you have to say is quite frank – tell them what's in it for them. One of the most successful copywriters of all time was a man by the name of John Caples. His job was to write leads for mail-order advertising, a method of advertising that could track which specific ad had generated a sale. In this way, he could perfect his language and know exactly what would get people to care. The overwhelming trend was towards messages that highlighted self-interest. Caples explains, "The most frequent reason for unsuccessful advertising is advertisers who are so full of their own accomplishments (the world's best seed!) that they forget to tell us why we should buy (the world's best lawn!)." Consider a few of Caple's storied leads: You Can Laugh at Money Worries if You Follow This Simple Plan; The Secret of How to Be Taller; Retire at 55.[/italic]

Ask follow up

What is interesting is that it may not necessarily be the benefit itself that is drawing us in. Made to Stick[/italic] details several studies that illustrate that people were more likely to buy a product when they could imagine themselves enjoying it. It wasn't necessarily a gigantic benefit, or one they had always dreamed of. "This finding suggests that it may be the tangibility, rather than the magnitude, of the benefits that makes people care." So, helping people through exercises where they can imagine themselves receiving a benefit may help them to care more than trying to meet their every exact need.

Questions and answers

What are the implications of Maslow's Pyramid in creating 'sticky' ideas that appeal to an audience's self-interest?

View answer

Maslow's Pyramid, or Maslow's Hierarchy of Needs, can be a useful tool in creating 'sticky' ideas that appeal to an audience's self-interest. The pyramid suggests that individuals are motivated to fulfill basic needs before moving on to more advanced needs. By understanding where your audience falls on this pyramid, you can tailor your ideas to meet their specific needs and interests. For example, if your audience is primarily concerned with basic needs such as safety and security, your ideas should address these concerns. On the other hand, if your audience is more focused on self-actualization or esteem, your ideas should cater to these higher-order needs. This approach can make your ideas more appealing and 'sticky' to your audience.

How can the principles of "Made to Stick" be applied to enhance professional development and mentorship opportunities?

View answer

The principles of "Made to Stick" can be applied to enhance professional development and mentorship opportunities by creating memorable, impactful messages. For instance, you can use the SUCCESs model from the book: Simple, Unexpected, Concrete, Credible, Emotional, Stories. When mentoring, keep your advice simple and concrete so it's easily understood. Use unexpected information to grab attention. Make your guidance credible with proofs or by demonstrating your own success. Connect emotionally, understanding the mentee's needs and aspirations. Lastly, use stories to illustrate your points, as they are more memorable and engaging.

View all questions

Ask follow up

Maslow's Pyramid is a framework for understanding different needs and wants that are part of the human experience. For example, "self-actualization – realizing our own potential, self-fulfillment, peak experiences" is near the top, while "security – protection, safety, and stability" is near the bottom. Again, studies showed a surprising finding. When asked to identify benefits that appeal to themselves, people chose benefits that met the needs on relatively high levels of the pyramid. For example, saying that a $1,000 bonus mattered to them because of its signal that the company valued their contributions to the company. On the contrary, when asked why they thought the bonus would be appealing to others, they largely chose reasons like its ability to be used towards home improvements, or providing security for emergency cases. "In other words, a lot of us think everyone else is living in Maslow's basement – we may have the penthouse apartment, but everyone else is living below."

Ask follow up

Therefore, appealing to self-interest can take a more straightforward form (e.g., using "you") or a more thoughtful approach – appealing to someone's sense of self and personal and professional goals.

Texan truck drivers[/bold]

A second way to get people to care is to tap into their sense of identity and exert a "peer pressure" tactic of sorts. Some interesting research on voting behavior shows that people, contrary to common sense, do not vote in their self-interest. They don't vote for policies that would benefit their particular tax bracket or move forward legislation that would enhance their personal situation. Instead, studies have shown that people vote based on identity – how they think someone "like themselves" should vote. "In forming [political] opinions, people seem to ask not 'What's in it for me?' but rather, 'What's in it for my group?"

Ask follow up

In the 1980s, the state of Texas hired outside consultants to help them figure out how to decrease litter on the highways. It was becoming a costly and unsightly problem, and was perpetrated by many, a large portion of whom were truck drivers. The state knew that a traditional anti-litter campaign would not work for this demographic. Appealing to sympathetic emotions by persuading the truck drivers to care for the environment was not going to work.

Ask follow up

It may be helpful to remind ourselves of the goal of making our ideas "emotional" – to get others to care. It is not just for emotion's sake, and we cannot forget the wide swath of emotions that others experience. In this case, the campaign was designed to play on the identity of the many littering truck drivers. The consultants designed a campaign that leveraged a cadre of famous Texan men who also met the loose criteria of those whom a truck driver would identify with. This included primarily athletes and country music stars, all of whom were from Texas. These men appeared in short adds whose gist was to come down hard on litterers using the catchphrase "Don't mess with Texas." The result was a 72% decrease in visible roadside litter in Texas in the five years after the campaign.

Questions and answers

What potential obstacles might companies face when applying the concept of sticky ideas, and how could they overcome them?

View answer

Companies might face several obstacles when applying the concept of sticky ideas. One of the main challenges is the complexity of the idea itself. If an idea is too complex, it might be difficult for the audience to understand and remember it. To overcome this, companies should strive to simplify their ideas, making them easy to understand and remember. Another challenge could be the lack of relevance or connection to the audience's needs or experiences. To overcome this, companies should ensure their ideas are relevant and resonate with their audience's experiences. Lastly, the idea might not be credible or lack supporting evidence, making it less likely to stick. Companies can overcome this by providing clear, credible evidence to support their ideas.

How can the lessons from "Made to Stick" be applied in today's business environment?

View answer

The lessons from "Made to Stick" can be applied in today's business environment in several ways. Firstly, businesses can use the SUCCESs model from the book to make their ideas or messages "sticky". This model includes Simple, Unexpected, Concrete, Credible, Emotional, and Stories. By ensuring their ideas or messages encompass these elements, businesses can make them more memorable and impactful. Secondly, businesses can use the concept of "shop talk" as illustrated in the book. This involves sharing experiences and lessons learned in a casual, conversational manner, which can be more effective than formal directives or memos. Lastly, the book's emphasis on creating ideas that have a lasting impact can be applied in strategic planning, marketing, and customer engagement.

View all questions

Ask follow up

How to make your ideas emotional

It will work in your favor to make your ideas appeal to others' emotions, because if they emotionally connect with an idea, they are more likely to care about it, which motivates action.

Try to weave self-interest in your communications. Tell them what's in it for them, not what you hope they will be impressed about in your idea or yourself. One trick is to more frequently use the word "you." This can create the subtle difference between an abstract claim and something that hits home. And, tell them what's in it for them in a way that helps them visualize the benefit tangibly. Remember, it's not necessarily how impressive the benefit is, it's how well the audience can imagine themselves experiencing it.

Ask follow up

And, as you are enumerating the benefits to appeal to the audience's self-interest, keep in mind that everyone else isn't at the bottom of Maslow's Pyramid. Many people may be more likely to be motivated by higher-order rewards such as professional development or mentorship opportunities rather than that weekend trip to an exotic destination or a cash prize.

Questions and answers

How can the lessons from the "Challenge plot" concept in the book "Made to Stick" be applied in today's business environment?

View answer

The "Challenge plot" concept from the book "Made to Stick" can be applied in today's business environment in several ways. Firstly, businesses can use it to craft their brand stories, portraying themselves as the underdog overcoming challenges. This can inspire customers and employees alike, making the brand more memorable. Secondly, it can be used in problem-solving and innovation. By viewing challenges as opportunities for heroism, businesses can encourage creative thinking and resilience. Lastly, it can be used in internal communication to motivate employees, by framing organizational changes or challenges as opportunities for individual or team heroism.

How can a small business use the Challenge plot concept to overcome challenges and grow?

View answer

A small business can use the Challenge plot concept to overcome challenges and grow by incorporating it into their brand story. This concept involves presenting the business as an underdog facing a significant obstacle or challenge. By overcoming this challenge, the business demonstrates resilience, creativity, and determination, which can inspire and attract customers. This narrative can be used in marketing materials, social media, and customer interactions to create a memorable and impactful brand image.

View all questions

Ask follow up

Stories

"The story's power, then, is twofold: It provides simulation (knowledge about how to act) and inspiration (motivation to act)."[/italic]

The last trait to consider when planning to deliver messages that stick is the concept of "stories." When ideas are conveyed in story format, it is more likely that others will act as a result of the tale due to two reasons. First, while listening to stories being told, our mind and body automatically go through a mental rehearsal. When we feel even the slightest that we too have experienced something (due to this simulation), it's more likely that the story will stick with us. The second reason stories are an effective method of communication is because of their potential to provide inspiration to the listener. When someone is inspired, they are more likely to act as a result. And by getting people to act on our idea, we are inherently helping it to spread and to "stick."

Ask follow up

Where "stories" have worked

Xerox repairmen[/bold]

Take the scene of a group of Xerox copier repairmen eating lunch together. One of them has recently encountered a complex problem in a printer. He engages in "shop talk" at the lunch table. And, apart from being interesting to his fellow repairmen, it is also a way for them to learn and rehearse how they would have responded if it had been them who encountered the issue. After sharing all the dead ends he went down and the misleading signals he followed, the repairman shares that the issue was finally resolved. Whether they realize it or not, his fellow repairmen listeners are probably much more likely to be able to solve a similar issue themselves than if a corporate memo had been issued with the directive of how to resolve the issue.

Questions and answers

In what ways does the book 'Made to Stick' suggest to make ideas simple, unexpected, and concrete for them to have a lasting impact?

View answer

The book 'Made to Stick' suggests several ways to make ideas simple, unexpected, and concrete. Firstly, to make ideas simple, it recommends stripping an idea down to its core, making it compact yet profound. Secondly, to make ideas unexpected, it suggests breaking patterns to grab people's attention. Lastly, to make ideas concrete, it advises using sensory language and being specific to help people understand and remember.

How can the concept of 'Creativity plots' from 'Made to Stick' be applied to overcome mental challenges or break free from traditional methods?

View answer

The concept of 'Creativity plots' from 'Made to Stick' can be applied to overcome mental challenges or break free from traditional methods by inspiring innovation and motivation. These plots serve as a beacon, illuminating new and different ways of doing things. They encourage individuals to step out of their comfort zones and explore new methods, thereby overcoming mental blocks and traditional methods that may be hindering progress.

View all questions

Ask follow up

Since they had listened in to the series of steps as a story, they themselves had mentally gone through the motions and it was engrained in their memory more tightly. Mental stimulation is effective because, when we hear someone detail an experience or walk us through the steps they took, scientific studies have shown that the same location in the brain is stimulated as it would be if we were actually participating in the physical activity itself.

Ask follow up

Plots to inspire[/bold]

The second way that stories are helpful in the sense of stickiness is that they have the power to be incredibly inspirational. After analyzing scores of inspirational stories, three main plots emerged for stories that are meant to inspire. Any of them can be employed to draw a little inspiration from your reader or listener.

Ask follow up

Challenge plots[/bold]

The Challenge plot can be summarized in the prototypical David and Goliath tale. A smaller, apparently weaker protagonist is faced with a seemingly insurmountable obstacle. But somehow, he or she ends up heroic, mustering enough bravery and fortitude to outsmart, outlast, or overpower the opponent. We are inspired by Challenge plots because we see a little bit of ourselves in the underdog. We listen to the story and want to be better ourselves. We have more strength and energy to conquer our own challenges. Using Challenge plots in telling stories can help them stick, because it can inspire people to act as a result of your tale.

Ask follow up

Connection plots[/bold]

Connection plots are used in stories that have relationships as their focus. They detail the arc of the meaningful connections humans make with one another, especially when the connection is unlikely. This human connection can take the form of goodwill and kindness (the Good Samaritan), romance (Romeo and Juliet), or friendship. Just as we are inspired with challenge plots to face the setbacks in our own life with grit and determination, connection plots motivate us to be better social beings and citizens. "They make us want to help others, be more tolerant of others, work with others, love others." If you are trying to inspire your audience to take an altruistic or loving action, consider going with a Connection plot.

Ask follow up

Creativity plots[/bold]

The last of the three inspirational plots is the Creativity plot. This is similar to the "Challenge plot," but more directly focuses on "someone making a mental breakthrough, solving a long-standing puzzle, or attacking a problem in an innovative way." The Creativity plot is the backbone behind the MacGyver [/italic] series.

Ask follow up

A short example comes from employees at the corporation Ingersoll-Rand. One day, frustrated with the long time span required to get a new product approved, the company launched a new group whose goal was to create a new product in under a year, a quarter of the time it typically took. For this new product, they needed to know whether a new product material was as durable as the existing material. Instead of waiting months and months for the lab testing, they solved the problem in a creative and scrappy way. They tied samples of each of the materials to the bumper of a car and drove around an empty parking lot, dragging the materials behind them until authorities asked them to leave. The materials held up similarly, and the decision had been made.

Ask follow up

Creativity plots propel us forward with new energy around our own ability to be innovative. It is particularly motivating for those facing mental challenges or for those who feel trapped in the same old method of doing things. Creativity plots give a light at the end of the tunnel, illuminating new ways of doing things accomplished by everyday individuals.

Ask follow up

How to use stories

So how can these insights about stories being "simulations" and inspirational be applied to our lives and goals? Just a few of the scenarios where stories could be leveraged include the following. When conducting employee training or introducing a new effort that will require large scale behavioral change, trying using a story because of its value as a simulation. Perhaps when forming a new team or in a merger situation where employees are coming together, weave in Connection plots to inspire them to remember the value of unity rather than division. If kicking off a creative or strategic effort to answer a deep-rooted organizational issue, consider telling a Creativity plot to inspire the team to persevere despite the past history.

Ask follow up

Along with the five other qualities of a sticky idea or message, stories can be used in any situation where the goal is for the audience to understand, remember, believe, care about, and act on what you are trying to communicate.