I just finished reading the book Made to Stick by Dan and Chip Heath. I loved the book because it can be used in almost any situation…work, home, teaching, volunteering…anytime you need to make an impact on an audience of one or many and want the idea to stick.
Below are the key elements of what the Heath’s call their “success checklist.” These are the concepts that, if used, help make your ideas last in your audience’s brain.
- Simplicity. They consider this their golden rule; do not share too many points.
- Unexpectedness. Break schemas; open knowledge gaps and then fill them.
- Concreteness. Make it real; talk about people not data. You can use statistics, but then relate it to a personal or emotional situation.
- Credibility. Use outside authorities or vivid details to show that you know what you are talking about.
- Emotions. Don’t appeal to the masses. Show how what you are talking about affects one person or one situation. Speak to identities and people will make their own connections.
- Stories. Stories give us interest and drive action. They challenge our thinking, connections, and creativity.
Right now I am working on getting more speaking opportunities and need to build a plan. These concepts should help make the experience a better one and help the message stick. What about you? How can you use some of these concepts in what you are doing?
Learn more and get your free copy of the success checklist at www.madetostick.com.
Great book.
The Heath brothers write a monthly article either in Inc. or Entrepreneur magazine. I forget which. I read both magazines each month. I suggest everyone in business follow the Heath’s. They are increadibly insighful.
Nicole,
(I’m nearly finished with reading this too).
Thanks for sharing but not giving away the ending
Reading this book has made me more aware of messages that are not sticky. The news is full of examples. How can we comprehend one trillion dollars?
I also have applied these principles with my kids. It helps me explain things more easily to them.
I’m starting to use this principles for my business too! I’ll let you know how it turns out!
Cheers,
j