But it’s indelibly changed how society functions. The Heath brothers introduce the “curse of knowledge” as the great enemy for your ideas to stick. ), Statistics II: Soccer Teams Stephen Covey emphasizes teamwork in his But it’s misleading because different types of memories are accessed in different ways. We all naturally practice the tactic of association. The caution here is to create new associations that get past the old, common ones which have become diluted in value. In his book, The Springboard, he describes a springboard story as one that creates buy-in on problems and opens up possibilities for change. The words “high performance” are abstract while “V-8 engine” is concrete. This term had become a tired phrase, which acquired too many meanings to become emotionally powerful. An advertisement by the Ad Council triggered this response. For instance, if you’re a Civil War enthusiast and you tell an interesting Civil War story, your knowledge of the details will give you credibility and at the same time, the details will make the story itself credible. Southwest Airlines is known for its obsession with finding ways to reduce costs. Made to Stick (Epilogue) book. them facts: Entire school faculty will travel to the state capital on Several people passed without helping before a Samaritan stopped, treated the victim’s wounds and took him to an inn so he could recover. Managers have to get employees to implement new company initiatives. to offer dinner on flights: Main concern isn't great passenger If you know what you’re looking for and can spot it, you don’t need to invent your own story. Idea Contrast the phrase of a CEO "let's maximize shareholder So, a good process for making ideas sticker is: (1) Identify the central message you need to communicate -- find the core; (2) Figure out what is counter-intuitive about the message -- i.e., What are the unexpected implications of your core message? One of the researchers, Barry Marshall, got frustrated with the disbelief and added a layer of authority to the message that was harder to dismiss. You connect something people care about with something you want them to care about. It touched the right emotion. For example, Bill Clinton was elected on his slogan, “It’s the Economy, Stupid.” The last word made it memorable. E.g., the Mean Joe Greene commercial of the 1970s where he make friends with a scrawny young white kid. need to make them care to take action. It showed a college marching band performing at a football game, when suddenly a pack of wolves ran out of the tunnel and attacked the musicians. A former roommate was so impressed with Fogle’s transformation that he wrote an article for the college paper. submarine. So, they key is to open gaps first in presenting your ideas, then work to close them; the tendency is to give facts first. The surprising part of the study was that any time reason was evoked the amount of giving decreased. 2. The Samaritan bridged a divide by caring for a Jew despite hostility between the two cultures. Stories: His success against the odds is an inspiration. For instance, you may not believe a commercial that extols the benefits of a shampoo, but if a friend starts raving about it, you’re likely to give it a try. There are several ways to do this: (1) Use an anti-authority, (2) use concrete details, (3) use statistics, (4) use something called the Sinatra Test and (5) use testable credentials. people not from the area interested in the outcome from the game. Into two groups: kids with blue eyes and kids with blue eyes and with! 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