To make an idea stick, here is the SUCCESs principle:
- Simplicity (Core + Compact): how do you strip an idea to its core without turning it into a silly sound bite?
- Unexpectedness (Surprise + Interest): how do you capture people's attention? Schema violation for surprise. Knowledge gap for interest
- Concreteness: how do you get people to understand your idea and remember it much later? Be aware of "Curse of Knowledge" - people of different knowledge level might not communicate using the same level of abstract knowledge
- Credibility: how do you get people to believe your idea? Availability bias!
- Emotional: how do you get people to care about your idea?
- Stories: how do you get people to act on your idea?
The surprising lesson is that high creative ads are more predictable than uncreative ones. Just like "All happy families resemble each other, but each unhappy family is unhappy in its own way."...Continua
Six principles: Simple Unexpected Concrete Credible Emotional Stories = SUCCESs
Find the core, keep it compact.
Surprise people, hold their interest.
Avoid the abstract, help them remember.
Make it believable, use anti-authority.
Appeal to self-interest, make them care.
Tell a tale not an idea, get them to act.
Beware of the Curse of Knowledge!...Continua
Why do some things stay with us forever and other things just fade away never to be seen again? Dan and Chip Heath’s book “Made to Stick” takes a close look at the original idea of stickiness made famous in “Malcolm Gladwell’s book, “The Tipping Point” and takes it one step further by providing a strategy to achieve messages that stick. From the very beginning, the authors hook you with their easy to remember acronym for remembering their six guiding principles. The keys to S.U.C.C.E.S.s is through memorable ideas that affect our behavior and help fight the “curse of knowledge”, that hinders us from creating newly unique ideas that purposely stray from what we know (p. 19-21).
The six principles outlined describe how your communication can be improved to make ideas become “stickier”. First, creating SIMPLE messages that are compact and prioritized help clearly communicate your message to your core audience (Heath, p. 46). As the author’s described (2008), companies like Disney have created an entire culture around a simple message that helps every employee understand their role (p.60). As a “cast member”, you understand that your job is to put on a show for the guests and the choice of this terminology reminds employees of that role every day.
Furthermore, in order to make ideas stick, the message must be UNEXPECTED and CONCRETE, capturing multiple senses and memories. Again, Disney acts a great example of concrete and unexpected memories. You often hear about the hospitality that Disney offers, but usually it is in conjunction with a memorable experience that you had on your family vacation. In fact, Disney created an entire communication campaign revolving around these family memories, capitalizing on guests’ magical moments. This leads us to the next key to success, CREDIBILITY. To be credible, you must help people believe in your idea through multiple authorities including internal and external resources such as scientific statistics (Heath, 2008, p. 287). For Disney, families that visit their parks every day helped create a “Moms Panel” which became an authority for guests to look towards for advice on planning their own vacations.
This attention to detail and active commitment to hospitality also plays into the next step to success, the EMOTIONAL principle. According to the authors (2008), people will react to a particular situation and more often than not act based on their emotions (p. 287). For Disney, their advertising and promotions focus on the emotions associated with family and happiness. For the guests, seeing that Disney would like to share in their memorable moments means that they may be more likely to choose them as their next family vacation destination and that Disney has their best interests at heart. In order to be sticky, messaging must appeal to someone’s personal self interest as well as their emotions.
Finally the last guiding principle is getting people to act through STORIES. As the authors discuss (2008), stories get people to do something by motivating them to take action (p. 288). Consider the new line of fit shoes that have recently exploded onto the marketplace. This simple fad has now become a rapid growing segment of the footwear industry. The original story stemmed from a tale of the Masai people who walked barefoot on uneven ground. This lead shoe manufacturer MBT to create a shoe that mimicked this walking experience and the exercising benefits that came with it. (http://us.mbt.com/Footer/Company/About-Us.aspx). This story stuck, inspiring millions of people to purchase these shoes to find a new solution to the old problem of convenient fitness.
Overall, this book is a great read that is full of examples that help make the authors’ six guiding principles “stick” with you long after you have put the book down. The strategies discussed appeal to a wide variety of readers making this a perfect read for anyone trying to improve their overall communication. It is clear that these steps will help you create memorable stories that will lead to your personal S.U.C.C.E.Ss!...Continua
create a mystery. tell a story. remember your audience is on a different level - as yet unafflicted by the "curse of knowledge". getting a message across has two stages - the answer stage and the telling others stage.
though i was skeptical when i started, this is an incredibly helpful book for ways to create and spot stories to get our points across....Continua
It's a topic that caught my attention immediately. But perhaps getting too fed up with acronyms and guidebook structures, i'm not too excited reading this or the elaboration. Same reason that I started finding malcolm gladwell a bit boring~