Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
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The document outlines key principles for effective communication as presented by Chip Heath and Dan Heath in 'Made to Stick.' It emphasizes the importance of being simple, unexpected, credible, concrete, emotional, and using stories to convey messages effectively. Each principle is supported by examples and statistics that illustrate their impact on audience engagement.
Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
- 3. byChip&DanHeath Made to Stick 1. Simple
- 5. byChip&DanHeath Made to Stick $5 ____ longs?
- 6. byChip&DanHeath Made to Stick Give people a familiar schema to help people think about your product
- 7. byChip&DanHeath Made to Stick What’s a Pomelo?
- 10. byChip&DanHeath Made to Stick Having many choices seems appealing (40% vs 60% of people stopped to taste)
- 11. byChip&DanHeath Made to Stick Having too many choices made people 10 times less likely to buy (30% vs 3% of people actually bought)
- 12. byChip&DanHeath Made to Stick Less is almost always more.
- 14. byChip&DanHeath Made to Stick The original flight attendant speech on a Westjet flight
- 19. byChip&DanHeath Made to Stick What’s the scariest urban legend you can remember?
- 20. byChip&DanHeath Made to Stick Specific people doing specific things
- 22. byChip&DanHeath Made to Stick “High performance” is abstract a " “V12” is concrete
- 25. byChip&DanHeath Made to Stick The velcro theory of memory
- 26. byChip&DanHeath Made to Stick April 4, 1968
- 27. byChip&DanHeath Made to Stick Brown eyes vs Blue eyes
- 28. byChip&DanHeath Made to Stick 4. Credible
- 29. byChip&DanHeath Made to Stick (1) Use an anti-authority (2) use concrete details (3) use statistics (4) use something called the Sinatra Test (testable credentials)
- 32. byChip&DanHeath Made to Stick Use stats
- 34. byChip&DanHeath Made to Stick From Stephen Covey’s “The 8th Habbit”! a poll of 23,000 employees…
- 35. byChip&DanHeath Made to Stick Only 37% said they have a clear understanding of what their organization is trying to achieve and why.
- 36. byChip&DanHeath Made to Stick Only one in five were enthusiastic about their team’s and organization’s goals.
- 37. byChip&DanHeath Made to Stick Only 15% felt their organization fully enables them to execute key goals.
- 38. byChip&DanHeath Made to Stick Only 20% fully trusted the organization they work for.
- 39. byChip&DanHeath Made to Stick To make these facts more credible….
- 40. byChip&DanHeath Made to Stick If a Soccer team had these same stats:" Only 4 out of 11 players on the field would know which goal is theirs
- 41. byChip&DanHeath Made to Stick Only 2 out of 11 would care. Only 2 of the 11 would know what positions they play and know exactly what they are supposed to do.
- 42. byChip&DanHeath Made to Stick "if I can make it there, I can make it anywhere.” -Frank Sinatra, New York, New York
- 44. byChip&DanHeath Made to Stick 5. Emotional
- 53. byChip&DanHeath Made to Stick 6. Stories
- 58. byChip&DanHeath Made to Stick Now your turn! " Guess is it…" Simple" Unexpected" Credible" Concrete" Emotional" Stories"
Editor's Notes
- #5: Simple, unexpected, storyMystique, vice, trust
- #11: Columbia professor Sheena Iyengar has been studying choice. For her research paper, “When Choice is Demotivating”, they ran a great test:
- #12: Surgeon Atul Gawande found that 65% of people surveyed said if they were to get cancer, they'd want to choose their own treatment. Among people surveyed who really do have cancer, only 12% of patients want to choose their own treatment.
- #32: David Rubin cognitive psychologist at Duke uses this exercise to illustrate how we use different types of memory
- #33: Jane elliot a 3rd grade teacher in Iowa
- #54: Unexpected, credible, emotional, storyMystique, vice,
- #56: Unexpected, emotional, Lust
- #57: Simple, Unexpected, concrete, emotionalPower, prestige, lust
- #58: Concrete Unexpected story simplePower, Prestige
- #59: Unexpected, emotional, storyAlarm
- #63: Simple, Unexpected, concretePower, lust
- #64: Unexpected, credible, storyPower, Mystique, vice
- #65: Unexpected, storyLust, vice
- #69: Unexpected, concrete, story, emotionalAlarm, Vice
- #74: Simple