"There are various things, according to the Heaths, that make ideas memorable.
People have long For example, imagine instead of the usual humdrum speech a flight attendant gives, she’d suddenly say: “I know there are more than 100 ways to leave your lover, but there’s just one off this plane.” Would that get your attention?Or a banner ad that showed nothing more than a mysterious symbol? The easier we can relate to something, the more we understand it and remember it.Concrete is something the senses can capture and something that we have already experienced.The authors also compare the (in)effectiveness of complicated CEO’s parlance such as “maximize shareholder values”.Compare it instead to what fueled US’ efforts for a decade.And this is one of the reasons why The Power Moves always makes examples and shows videos: to give concrete examples.Last but not least the Heath brothers say that our memory functions in the form of “hooks”.To make your idea credible the Heath brothers present a few different triggers:Imagine you have to explain how accurate is a missile.A great way to make your message more credible is to have the audience test it themselves.. into the wild to find a killer. And the simple answer is: presentation. Useful for speaking, marketing, writing, any time you need to make people listen, believe, and act. The authors, Chip and Dan Heath, brothers from California, tell us the story of a guy who goes into a bar in an unfamiliar city and orders a drink, after which an attractive woman approaches him and asks him if he'd like another.
one of the series’ more powerful recent entries.”—Publishers WeeklyWhen a ransom
. How about To get people to perk their ears up at your ideas, you have to risk sticking out like a sore thumb. Power dynamics, life strategies, and owning your life.Stick means understood, remembered and with the capacity of making an impact.The Heath brothers introduce the “curse of knowledge” as the great enemy for your ideas to stick. Sometimes, someone on the side of good will find a way of getting you to think about road safety or nuclear warheads. Made to Stick: Why Some Ideas Survive and Others Die “It will join The Tipping Point and Built to Last as a must-read for business people.” – Guy Kawasaki Since its release in 2007, Made to Stick has become popular with managers, marketers, teachers, ministers, entrepreneurs, and others who want to make their ideas stick. They describe an advertising spot in which the viewer sees a happy family getting into a minivan and cruising blandly through suburban streets. It's something you'll want to tell people.So why is this book scary?
OF THE DECADE • PULITZER PRIZE FINALIST • NATIONAL BOOK CRITICS CIRCLE AWARD FINALIST Hailed by Toni Morrison as “required reading,” a bold ... An exciting new special-ops adventure from the battle-tested vets who created the popular Starfist series Rating: 9/10. An exciting new special-ops adventure from the battle-tested vets who created the popular Starfist series ... . In Made to Stick, Chip and Dan Heath clearly show that ideas that spread have six common characteristics: they're simple, unexpected, provide concrete details, come from credible sources, have emotional impact, and take the form of stories and anecdotes. They’ve done just that.
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Without knowing.The authors say that Wendy successfully prodded consumer to experience first hand -or confirmed first hand experience fro those who tried already- that their burgers had more beef meat.People will do for the one what they will not do for the many.A research shows how people who heard a story about a single child donated more than when they heard about the big numbers related to the same problem.The reason is because the numbers appeal to our analytical brain while the story appeal to our emotional centers -the same decrease in donation happened if people were asked to perform calculus-.The Heath brothers say to call to action you can appeal to:The authors debunked the Maslow hierarchy saying people pursue all the benefits simultaneously and not one after the other.A couple of emotional ads examples are the anti-cigarette campaign that depicted teenagers delivering body bags to a big corporation.Texas government found it hard to make people stop littering. Javascript is not enabled in your browser.
An appalling crash.
If an article’s headline isn’t good, neither does it matter if the rest of the article is, because you’ll never even start reading it. No matter whether you have a business or not, today, we’re all selling something. organized around major strongpoints. It's funny. To make your ideas simple:I particularly liked the idea of CI, or Commander Intent, very useful when you need people to act on your behalf in a big organization.It’s a very short and simple sentence that sums up the overarching goal of the organization and function as a filter for localized decision making.Southwest Airline’s CI is “we are THE low fare airline”.
. The authors ask us: "Which sounds closer to the communications you encounter at work?
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We hear about an anti-nuclear campaigner who wanted to give people the idea that the world was full of dangerous nuclear warheads - 5,000, in fact. This was the world's current nuclear capability. And an emotional thing: he who spins, wins, which is sad.
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