For example, Bill Clinton was elected on his slogan, “It’s the Economy, Stupid.” The last word made it memorable.Ī sticky message gets people’s attention by defying expectations. Communicate your key point in memorable terms.For example, Southwest’s message is focused on the single idea that it’s “ the low-fare airline.” Don’t include multiple things in your message. Proverbs are a good example of simple, profound messages, as is the Golden Rule. In addition to being simple, a distilled message must be meaningful.
Making a message simple means distilling it to its central point or essence by cutting away nonessential information, like getting to the core of an apple. But any idea can be designed in a way that makes it memorable by following a simple formula-SUCCESs: Make it Simple, Unexpected, Concrete, Credible, Emotional, and make it a Story. For instance, teachers must explain mitosis or introduce algebra to students, and managers have to get employees to implement company initiatives. We all have messages and ideas we need to deliver. With all of the ideas, especially false ones, competing for people’s attention, getting important messages across is daunting. The story was understandable and memorable, and it had a lasting impact: it changed people’s behavior, even to today. Parents searched their kids’ candy, schools and fire departments offered “safe” Halloween events, and hospitals offered to X-ray kids’ treat bags. Poisoned candy rumors originated in the 1960s, followed later by stories about sick people putting sharp objects into apples at Halloween. An example of a story that succeeds on all three levels is the perennial Halloween candy tampering scare. Ideas or messages that stick are those that are understandable, memorable, and have a lasting impact. Rather than sweating over an original presentation, you can follow their “stickiness” template or even emulate someone else’s idea that worked. You don’t have to be a great speaker to communicate your idea effectively-the authors show you what to do through numerous examples of messages that have succeeded and others that have bombed. Based on a wide-ranging examination of psychology research, popular culture, and news headlines, they identify six criteria for shaping your message so it resonates.
Made to Stick by brothers Chip and Dan Heath explores what makes some messages “stick” in the public’s consciousness while others go unheard or unremembered and explains how to create an idea that sticks. In our overstimulated and distracted society, great ideas and important messages often fail to gain traction, while bad ideas and falsehoods, such as urban legends, go viral and seem to stick around forever. 1-Page Summary 1-Page Book Summary of Made to Stick
0 kommentar(er)
