This PowerPoint helps students to consider the concept of infinity.
Made to Stick, Why some ideas survive and other die
1. MADE TO STICK, WHY SOME IDEAS
SURVIVE AND OTHER DIE
Shawn Crosby & Patrick Malone
2. SIMPLE
Strip the idea to the core:
It is not about weeding out the unimportant
aspects but promoting the important aspects
Find the core:
Determine the one most important thing but
being careful to not bury the lead
Share the core:
The key is to motivate others with your ideas and
use the core help spread the message
3. UNEXPECTED
Getting the attention of target audience and
keeping it
Identify central message:
Needed to communicate idea
What is the counter-intuitive to your message
Communicate message that have broke your
consumers “guessing machine” then rebuild it
Use a mystery story
4. CONCRETE
Easiest to accept and implement (hardest
being finding the core)
Something is concrete once it can be
described or detected by human senses
Sour grapes, Soap-opera
5. CREDIBLE
We trust:
Experience
Our close relations
Authority figures (politicians exempt)
This forms our basis for internalizing
credibility
To imply credibility you must tap into the
aforementioned personal items
6. CREDIBLE
The audience must believe your message
In order to do this:
Details matter
The more vivid the detail = the more be livable
message
Contextualize statistics
Put into common language
More people are likely to understand positions on a
football field than positions in a lab.
7. CREDIBLE
Input vs output
Use statistics to help formulate an opinion
This will allow you to back up your assertions
and focus the message
Forming an opinion and then finding statistics will
ask you to form half-truths
Statics used on output can make you look like a
liar
8. THE SINATRA TEST
“ if I can make it there then I can make it
anywhere…”
When one example alone is enough to
establish credibility.
Examples
If you provide security for Ft. Knox; you can
compete for ANY security contract
If you cater for the White House; you can
compete for ANY catering contract
9. EXAMPLES IN ADVERTISING
VIDEO DOES IT FIT?
http://youtu.be/Ug75diEyiA
0
Where’s the beef?
http://youtu.be/Pmy5fivI_4U
Mousetrap Fission Reaction
Simplicity
Understated
Concrete
Credible
Emotional
Story
10. EMOTIONAL
Can vary from the simple to complete
It can be easy to elicit through example
strong human emotions
Fear, anger, joy, sadness, ect.
The TRUTH cigarette ad elicits anger quite
easily in some brilliant 30 second spots.
11. EMOTIONAL
Association works well when you don’t need
to draw emotion where there isn’t any
Pairing an existing concept and pairing it with
a notable scene can work well
Association can also dilute the meaning of
the term or concept if stretched to thin.
12. EMOTIONAL
Appeal to peoples’ self-interest
If you want them to care, make it about them
White teeth in 20 days
Give us $20 and you’ll loose 10lbs in 2 weeks
People are motivated by their own self-
interest.
Even the thick-headed, lazy, Texas males
that were targeted in the litter campaign were
targeted by self-interest (data was used to
describe these indiviuals)
13. EXAMPLES IN ADVERTISING
VIDEO DOES IT FIT
http://youtu.be/jnR1QM9vb
5U
The TRUTH Cigarette
campain
http://youtu.be/hYp1gc5joQ
g
Don’t mess with Texas
Simplicity
Understated
Concrete
Credible
Emotional
Story
14. STORIES
Stories stimulate our brains
Imagine a bright light and the visual center
has been shown to activate
This aids in making lasting memories that
people can connect to
It acts as a vehicle for the other 5 points
we’ve described
15. STORIES
Stories don’t have to be
created, the may already
exist
This book didn’t provide
new stories; just
contextualized existing
ones.
16. STORIES
Figure out what story plotline fits best for
your purpose.
According to Aristotle:
Challenge Plot
David vs. Goliath
Jared
Star wars
17. STORIES
Connection Plot
The Good Samaritan
Romeo and juliet
Chicken soup series
Creativity Plot
Newton and the apple
Sean, might you have a good 2nd example?
