SlideShare uma empresa Scribd logo
1 de 80
Belmont Course 2350
  Creative Entertainment Technologies


      Made to Stick
            (A Book Report)
                  &

Developing A Competitive
       Advantage
Made to Stick




Why do some ideas succeed and others fail?
Made to Stick




Why do some ideas succeed and others fail?
“Sticky” ideas
“Sticky” ideas
  Urban Legends
“Sticky” ideas
  Urban Legends
  Aesop’s Fables
“Sticky” ideas
       Urban Legends
        Aesop’s Fables


What do these have in common?
“Sticky” ideas
                  Urban Legends
                   Aesop’s Fables


          What do these have in common?


Sticky = understandable, memorable, and effective in
           changing thought or behavior
S
U
C
C
E
S
s
S implicity
U
C
C
E
S
s
S implicity
U nexpectedness
C
C
E
S
s
S implicity
U nexpectedness
C oncretedness
C
E
S
s
S implicity
U nexpectedness
C oncretedness
C redibility
E
S
s
S implicity
U nexpectedness
C oncretedness
C redibility
E motional
S
s
S implicity
U nexpectedness
C oncretedness
C redibility
E motional
S tories
s
S implicity
U nexpectedness
C oncretedness
C redibility
E motional
S tories
s
    THIS WILL BE ON THE TEST!
Why is this important?

      The “curse of knowledge” is that we know all
      have learned a great deal of information, but
      don’t retain it all.



   SUCCESs gives us a checklist to help keep
brands and ideas “sticky” and easy to remember
Simplicity
FIND THE CORE

SHARE THE CORE
Simplicity
     FIND THE CORE
Become a Master of Exclusion
    SHARE THE CORE
Simplicity
                   FIND THE CORE
           Become a Master of Exclusion
                  SHARE THE CORE
In Management -

If we achieve nothing else our company must _______
Simplicity
                   FIND THE CORE
           Become a Master of Exclusion
                  SHARE THE CORE
In Management -

If we achieve nothing else our company must _______
Simplicity
                   FIND THE CORE
           Become a Master of Exclusion
                  SHARE THE CORE
In Management -                                        Be the
                                                      Lowfare
                                                       Airline
If we achieve nothing else our company must _______
Simplicity
                   FIND THE CORE
              Become a Master of Exclusion
                  SHARE THE CORE
In Management -                                        Be the
                                                      Lowfare
                                                       Airline
If we achieve nothing else our company must _______

In Battle -

If we nothing else we must accomplish ______
in tomorrow’s mission
Simplicity
                   FIND THE CORE
              Become a Master of Exclusion
                  SHARE THE CORE
In Management -                                        Be the
                                                      Lowfare
                                                       Airline
If we achieve nothing else our company must _______

In Battle -

If we nothing else we must accomplish ______
in tomorrow’s mission
Simplicity
                   FIND THE CORE
              Become a Master of Exclusion
                  SHARE THE CORE
In Management -                                        Be the
                                                      Lowfare
                                                       Airline
If we achieve nothing else our company must _______

In Battle -

If we nothing else we must accomplish ______          “We must
in tomorrow’s mission                                  takeover
                                                       the hill”
Simplicity
                   FIND THE CORE
              Become a Master of Exclusion
                  SHARE THE CORE
In Management -                                        Be the
                                                      Lowfare
                                                       Airline
If we achieve nothing else our company must _______

In Battle -

If we nothing else we must accomplish ______          “We must
in tomorrow’s mission                                  takeover
                                                       the hill”



                         In Law...
FOCUS
FOCUS
Keep your core message simple and memorable
FOCUS
Keep your core message simple and memorable

Think of your messages as an inverted pyramid
FOCUS
Keep your core message simple and memorable

Think of your messages as an inverted pyramid
FOCUS
Keep your core message simple and memorable

Think of your messages as an inverted pyramid




        Don’t create decision paralysis.
Unexpected
  GET ATTENTION: The Art of SURPRISE!




              Volkswagen
HOLD ATTENTION: Keep Continued INTEREST
A Less SERIOUS
UNEXPECTED
Concrete & REMEMBER
HELP PEOPLE UNDERSTAND
Concrete




     VELCRO Theory of Memory:
The more hooks in your idea, the better!
Concrete
A Tangible Idea That is Common Among Us All
Concrete
A Tangible Idea That is Common Among Us All


    Capital of Tennessee

    The First Line of “Happy Birthday to You”

    The Mona Lisa

    Your First Car

    (NOT) The Definition of “truth” (everyone has
    their own interpretation)
Credible

Help People Believe

  External Credibility: Pam Laffin

  Internal Credibility: Testable Credentials

       Make Data Accessible / Humanized
Credible
Anti-Smoking Campaign - Pam Laffin
Credible
Anti-Smoking Campaign - Pam Laffin


          Pam is Real
         Pam is Serious
        Pam is Suffering
        Pam is now Dead
Credible

     Use the “Sinatra Test”
(if you can make it here you’ll make it anywhere)
Credible

Make Statistics Tangible
    (utilize human scale - BBs)
Emotional
How do you get people to care?



              or
Emotional
           How do you get people to care?



                             or



    3 million Zambians
 Face Hunger. Thousands
are dying, you could help.
Emotional
           How do you get people to care?



                             or


                                     For just the cost
    3 million Zambians                  of a cup of
 Face Hunger. Thousands              coffee per day...
are dying, you could help.            you could save
                                      this child’s life
Emotional
               How do you get people to care?



                                         or


                                                           For just the cost
        3 million Zambians                                    of a cup of
     Face Hunger. Thousands                                coffee per day...
    are dying, you could help.                              you could save
                                                            this child’s life

“If I look at the mass, I will never act. If I look at the one, I will” -Mother Teresa
Emotional

Use The Power of Association

Appeal to Self Interest

Appeal to Identity
Stories
Building a Story beyond the Brand




         Subway Jared
Stories
          Get People to Act

Stories as Simulation

  Talking Shop



Stories as Inspiration

  Jared
Helps People To:
S implicity
U nexpectedness
C oncretedness
C redibility
E motional
S tories
Helps People To:
S implicity       Get the Message
U nexpectedness
C oncretedness
C redibility
E motional
S tories
Helps People To:
S implicity       Get the Message
U nexpectedness    Pay Attention

C oncretedness
C redibility
E motional
S tories
Helps People To:
S implicity         Get the Message
U nexpectedness      Pay Attention

C oncretedness    Understand & Remember

C redibility
E motional
S tories
Helps People To:
S implicity         Get the Message
U nexpectedness      Pay Attention

C oncretedness    Understand & Remember

C redibility        Believe & Agree

E motional
S tories
Helps People To:
S implicity         Get the Message
U nexpectedness      Pay Attention

C oncretedness    Understand & Remember

C redibility        Believe & Agree

E motional                Care

S tories
Helps People To:
S implicity         Get the Message
U nexpectedness      Pay Attention

C oncretedness    Understand & Remember

C redibility        Believe & Agree

E motional                Care

S tories                  Act
Developing a Competitive Advantage
Developing a Competitive Advantage

            Differentiation
Developing a Competitive Advantage

                       Differentiation

After determining how to present the STORY of our artist in a
                “Made to Stick” sort of way....
Developing a Competitive Advantage

                       Differentiation

After determining how to present the STORY of our artist in a
                “Made to Stick” sort of way....



           How do we position them to succeed?
SWOT Analysis


Strengths

Weaknesses

Opportunities

Threats
SWOT Analysis


Developed by Albert S Humphrey

Stanford University 60’s & 70’s

Consulted over 100 companies globally
SWOT Analysis for an Artist
Strengths
Strengths - Attributes of the artist / brand that are helpful in
achieving the objectives:
Strengths
Strengths - Attributes of the artist / brand that are helpful in
achieving the objectives:

     Sound

     Songs

     Style

     Performance
Weaknesses
Weaknesses - Attributes of the artist / brand that are harmful in
achieving the objectives.
Weaknesses
Weaknesses - Attributes of the artist / brand that are harmful in
achieving the objectives.

     Budget

     Originality

     Approach
Opportunities
Opportunities - External conditions that are helpful in achieving
the objectives
Opportunities
Opportunities - External conditions that are helpful in achieving
the objectives

     Concerts, Festivals & Tours

     Partnerships & Sponsorships

     Charities & Benefits

     Digital or Word-of-Mouth Marketing
Threats
Threats - External conditions which could do damage to the
objectives.
Threats
Threats - External conditions which could do damage to the
objectives.
     Partner Changes

     Culture Shift

     Technical Difficulty

     Health & Band Breakup
SWOT Matrix
SWOT Matrix
Internal
SWOT Matrix
Internal     Internal
SWOT Matrix
Internal     Internal




External
SWOT Matrix
Internal     Internal




External     External
How Does Your
Artist fit into a
   SWOT?
How Does Your
                   Artist fit into a
                      SWOT?
SWOT analysis can be very subjective.
Do not rely too much on it.
Two people rarely come up with the same final version of a SWOT

Use it as a guide and not as a prescription
Made to stick   competitive advantage

Mais conteúdo relacionado

Semelhante a Made to stick competitive advantage

Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...
Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...
Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...
Andrew Griffiths Enterprises
 
Points For Ponder
Points For  PonderPoints For  Ponder
Points For Ponder
Home
 
Tech Ed 2009 Growing From An Efficient Manager To A Great Leader
Tech Ed 2009   Growing From An Efficient Manager To A Great LeaderTech Ed 2009   Growing From An Efficient Manager To A Great Leader
Tech Ed 2009 Growing From An Efficient Manager To A Great Leader
rsnarayanan
 

Semelhante a Made to stick competitive advantage (20)

Business Bullet Seminar
Business Bullet SeminarBusiness Bullet Seminar
Business Bullet Seminar
 
Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...
Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...
Andrew Griffiths Bullet Proof Your Business Seminar Presentations Sydney June...
 
Force Multiplier - The Incentive Management Handbook
Force Multiplier - The Incentive Management Handbook Force Multiplier - The Incentive Management Handbook
Force Multiplier - The Incentive Management Handbook
 
Chris Cole - Small Business Start Up
Chris Cole - Small Business Start UpChris Cole - Small Business Start Up
Chris Cole - Small Business Start Up
 
How to Get Paid Everything You're Worth, and be Worth Everything You're Paid
How to Get Paid Everything You're Worth, and be Worth Everything You're PaidHow to Get Paid Everything You're Worth, and be Worth Everything You're Paid
How to Get Paid Everything You're Worth, and be Worth Everything You're Paid
 
Self leadership
Self leadershipSelf leadership
Self leadership
 
.
..
.
 
Points for Ponder
Points for PonderPoints for Ponder
Points for Ponder
 
Points For Ponder
Points For  PonderPoints For  Ponder
Points For Ponder
 
Newsletter-1
Newsletter-1Newsletter-1
Newsletter-1
 
Storify your business
Storify your businessStorify your business
Storify your business
 
Tech Ed 2009 Growing From An Efficient Manager To A Great Leader
Tech Ed 2009   Growing From An Efficient Manager To A Great LeaderTech Ed 2009   Growing From An Efficient Manager To A Great Leader
Tech Ed 2009 Growing From An Efficient Manager To A Great Leader
 
Content Strategy & Social Media | by Robert Rosenthal | Social Media for Soci...
Content Strategy & Social Media | by Robert Rosenthal | Social Media for Soci...Content Strategy & Social Media | by Robert Rosenthal | Social Media for Soci...
Content Strategy & Social Media | by Robert Rosenthal | Social Media for Soci...
 
Staying Creative
Staying CreativeStaying Creative
Staying Creative
 
IA PART 1 WORKBOOK
IA PART 1 WORKBOOKIA PART 1 WORKBOOK
IA PART 1 WORKBOOK
 
Giv dine kunder en bedre oplevelse på nettet
Giv dine kunder en bedre oplevelse på nettetGiv dine kunder en bedre oplevelse på nettet
Giv dine kunder en bedre oplevelse på nettet
 
Unlock The Leadership Code
Unlock The Leadership CodeUnlock The Leadership Code
Unlock The Leadership Code
 
Story Telling: What it Means for Your Marketing & How to Sell It
Story Telling: What it Means for Your Marketing & How to Sell ItStory Telling: What it Means for Your Marketing & How to Sell It
Story Telling: What it Means for Your Marketing & How to Sell It
 
Telling Your Story Through Branding
Telling Your Story Through BrandingTelling Your Story Through Branding
Telling Your Story Through Branding
 
Hijacking Global Consciousness To Build World Changing And Hugely Profitable ...
Hijacking Global Consciousness To Build World Changing And Hugely Profitable ...Hijacking Global Consciousness To Build World Changing And Hugely Profitable ...
Hijacking Global Consciousness To Build World Changing And Hugely Profitable ...
 

Último

Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfActivity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
ciinovamais
 
Gardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch LetterGardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch Letter
MateoGardella
 
Gardella_Mateo_IntellectualProperty.pdf.
Gardella_Mateo_IntellectualProperty.pdf.Gardella_Mateo_IntellectualProperty.pdf.
Gardella_Mateo_IntellectualProperty.pdf.
MateoGardella
 
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptxSeal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
negromaestrong
 
Beyond the EU: DORA and NIS 2 Directive's Global Impact
Beyond the EU: DORA and NIS 2 Directive's Global ImpactBeyond the EU: DORA and NIS 2 Directive's Global Impact
Beyond the EU: DORA and NIS 2 Directive's Global Impact
PECB
 
An Overview of Mutual Funds Bcom Project.pdf
An Overview of Mutual Funds Bcom Project.pdfAn Overview of Mutual Funds Bcom Project.pdf
An Overview of Mutual Funds Bcom Project.pdf
SanaAli374401
 
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 -  Danh muc Sach Giao Khoa 10 . pdf1029 -  Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
QucHHunhnh
 

Último (20)

Activity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdfActivity 01 - Artificial Culture (1).pdf
Activity 01 - Artificial Culture (1).pdf
 
Gardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch LetterGardella_PRCampaignConclusion Pitch Letter
Gardella_PRCampaignConclusion Pitch Letter
 
Gardella_Mateo_IntellectualProperty.pdf.
Gardella_Mateo_IntellectualProperty.pdf.Gardella_Mateo_IntellectualProperty.pdf.
Gardella_Mateo_IntellectualProperty.pdf.
 
Unit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptxUnit-V; Pricing (Pharma Marketing Management).pptx
Unit-V; Pricing (Pharma Marketing Management).pptx
 
Seal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptxSeal of Good Local Governance (SGLG) 2024Final.pptx
Seal of Good Local Governance (SGLG) 2024Final.pptx
 
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
Presentation by Andreas Schleicher Tackling the School Absenteeism Crisis 30 ...
 
Accessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impactAccessible design: Minimum effort, maximum impact
Accessible design: Minimum effort, maximum impact
 
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
Mattingly "AI & Prompt Design: The Basics of Prompt Design"Mattingly "AI & Prompt Design: The Basics of Prompt Design"
Mattingly "AI & Prompt Design: The Basics of Prompt Design"
 
Key note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdfKey note speaker Neum_Admir Softic_ENG.pdf
Key note speaker Neum_Admir Softic_ENG.pdf
 
Application orientated numerical on hev.ppt
Application orientated numerical on hev.pptApplication orientated numerical on hev.ppt
Application orientated numerical on hev.ppt
 
Unit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptxUnit-IV; Professional Sales Representative (PSR).pptx
Unit-IV; Professional Sales Representative (PSR).pptx
 
Paris 2024 Olympic Geographies - an activity
Paris 2024 Olympic Geographies - an activityParis 2024 Olympic Geographies - an activity
Paris 2024 Olympic Geographies - an activity
 
Beyond the EU: DORA and NIS 2 Directive's Global Impact
Beyond the EU: DORA and NIS 2 Directive's Global ImpactBeyond the EU: DORA and NIS 2 Directive's Global Impact
Beyond the EU: DORA and NIS 2 Directive's Global Impact
 
An Overview of Mutual Funds Bcom Project.pdf
An Overview of Mutual Funds Bcom Project.pdfAn Overview of Mutual Funds Bcom Project.pdf
An Overview of Mutual Funds Bcom Project.pdf
 
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptxSOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
SOCIAL AND HISTORICAL CONTEXT - LFTVD.pptx
 
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
Mattingly "AI & Prompt Design: Structured Data, Assistants, & RAG"
 
This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.This PowerPoint helps students to consider the concept of infinity.
This PowerPoint helps students to consider the concept of infinity.
 
Z Score,T Score, Percential Rank and Box Plot Graph
Z Score,T Score, Percential Rank and Box Plot GraphZ Score,T Score, Percential Rank and Box Plot Graph
Z Score,T Score, Percential Rank and Box Plot Graph
 
Holdier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdfHoldier Curriculum Vitae (April 2024).pdf
Holdier Curriculum Vitae (April 2024).pdf
 
1029 - Danh muc Sach Giao Khoa 10 . pdf
1029 -  Danh muc Sach Giao Khoa 10 . pdf1029 -  Danh muc Sach Giao Khoa 10 . pdf
1029 - Danh muc Sach Giao Khoa 10 . pdf
 

Made to stick competitive advantage

Notas do Editor

  1. \n
  2. \n
  3. \n
  4. \n
  5. \n
  6. \n
  7. \n
  8. \n
  9. \n
  10. \n
  11. \n
  12. \n
  13. \n
  14. \n
  15. \n
  16. \n
  17. \n
  18. \n
  19. \n
  20. \n
  21. \n
  22. \n
  23. \n
  24. \n
  25. \n
  26. \n
  27. \n
  28. \n
  29. \n
  30. \n
  31. \n
  32. \n
  33. \n
  34. \n
  35. \n
  36. \n
  37. \n
  38. \n
  39. \n
  40. \n
  41. \n
  42. \n
  43. \n
  44. \n
  45. \n
  46. \n
  47. \n
  48. \n
  49. \n
  50. \n
  51. \n
  52. \n
  53. \n
  54. \n
  55. \n
  56. \n
  57. \n
  58. \n
  59. \n
  60. \n
  61. \n
  62. \n
  63. \n
  64. \n