Short presentation of Made to Stick's SUCCESs principles.

2. Slideshow put together by: Colin Postpost.colin@gmail.comWeb development and e-marketing campaignsImport / export management for US-South AmericaInmersiones ingleses en CundinamarcaFreelance writingwww.expat-chronicles.com I hope the Heath brothers approve. Buy the book. Prepared by Colin Post – find me at www.expat-chronicles.com

3. What Sticks? Prepared by Colin Post – find me at www.expat-chronicles.com Why do urban legends (e.g. chain emails) spread like wildfire while factual ideas in the public interest can’t gain traction? SUCCESs Principles: Simplicity Unexpectedness Concreteness Credibility Emotions Stories

4. The Curse of Knowledge Once we know something, it’s hard to imagine what it was like not to know it. “The [SUCCESs] principles presented earlier are your best weapons … to transform your ideas to beat the Curse of Knowledge.” Prepared by Colin Post – find me at www.expat-chronicles.com

5. Simple Army management issues simple objectives because “no plan survives contact with the enemy.” (predictability) E.g. “have the hill cleared of the enemy, with only ineffective remnants remaining, so we can protect the flank of Third Brigade as they pass through the lines.” Finding the core: Herb Kelleher of Southwest Airlines on proposals to change operations: “Will [that proposal] make us THE low-fare airline from Houston to Las Vegas? Because if it doesn’t help us become the unchallenged low-fare airline, we’re not [doing your] damn [proposal].” Don’t bury the lead: Journalists present info in inverted order of importance. If you say three things, you don’t say anything: Bill Clinton’s 1992 presidential campaign: “It’s the economy, stupid.” Decision paralysis “A bird in hand is better than two in the bush.” Use schema – collection of generic properties of a concept or category. “A pomelo is basically a supersized grapefruit …” Speed was “Die Hard on a bus.” Alien was “Jaws on a spaceship.” Prepared by Colin Post – find me at www.expat-chronicles.com

6. Unexpected Get attention by breaking a pattern. Surprise gets attention, interest keeps it. Nordstrom’s unexpected service (i.e. gift-wrapping competitor products, or refunded tire chains they didn’t sell) Surprise Brow evolution: widened eyes see more. Enclave ad seems like minivan, then crash and Buckle Up message. Start with a mystery question – science professor kept class attention until resolution. Gap Theory: “What will happen? Was I right?” Curiosity keeps audiences longer, especially after challenges. Prepared by Colin Post – find me at www.expat-chronicles.com

7. Concrete Language is often abstract, but not life. Help people understand and remember, coordinate. Fox and the Grapes – illustrates “sour grapes.” The Nature Conservancy raised money for “landscapes” with names instead of acres, etc. Concrete is sensed – V8 engine vs. high performance. Concrete is memorable – Kidney Heist’s ice-filled bathtub. Schoolteacher’s superior / inferior brown-eyed and blue-eyed kids never forgot evils of racism. Experts (with Curse of Knowledge) think in abstracts, novices think in details. Megachurch pastor Rick Warren uses “Saddleback Sam” as a template consumer profile to test. Prepared by Colin Post – find me at www.expat-chronicles.com

8. Credible Help people believe with external and internal credibility. Scientist swallowed H.pylori bacteria because nobody believed he’d cured ulcers. Authorities are a reliable source of credibility. Honesty and trustworthiness stronger than status The power of details: internal credibility Statistics also create credibility (BBs representing atomic bombs in the world) Use human-sized scales to assess whether the content of a message is credible The Sinatra Test: when one example alone is enough to establish credibility If you’ve catered the White House, you can cater anywhere. Testable credentials: Where’s the Beef? Prepared by Colin Post – find me at www.expat-chronicles.com

9. Emotional Make people care. Mother Teresa: “If I look at one, I will act.” People donate more to ‘Rokia’ than her country. Use Power of Association Transforming “sportsmanship” into “honoring the game” Appeal to self-interest. “They laughed when I sat down at the piano…” Appeal to identity. Don’t mess with Texas: Texans don’t litter. Prepared by Colin Post – find me at www.expat-chronicles.com

10. Stories Get people to act. Stories as simulation (tell people how to act) Police, firefighters, high pressure jobs all use stories Stories as inspiration Jared from Subway 3 key plots: Challenge, Connection, Creativity Prepared by Colin Post – find me at www.expat-chronicles.com