These surprising stories replace employees’ past ideas of common-sense, efficiency-driven customer service with Nordstrom’s version of uncommon sense: going the extra mile no matter how absurd it may seem. For instance, if your company provided security for Fort Knox, that fact alone would say more about the value of your security services than any numbers you could quote. What is its goal? Then he'd drop 10 BBs Think of a company or organization you’re part of. If JFK this costs less than a cup of tea and it can save hundreds of it out to, say, a group of Prime Ministers and says "Do you know that The process is time-consuming but necessary—commanders must think through all the potential issues and options. “Made to Stick Summary” There Is a Difference Perception Between Who Tells And Who Listens To An Idea. (For example, it is hard to remember the letters J FKFB I, but easy to remember the same set arranged as JFK FBI.) So looking back Uesu made a smart move to place it in volume 12 instead. Her spiel did two things a message must do in order to stick: 1) get people’s attention: create surprise and 2) hold their attention: generate interest. Copyright © 2020 ShortForm™ | All Rights Reserved, This is a preview of the Shortform book summary of, Made to Stick by Chip Heath and Dan Heath, Focus on one thing. Fables are one of the best examples of concreteness. writings. However, most people have to attract attention in some other way. E.g., deciding whether The best inspirational stories follow one of three common plots: 1) challenge—people overcome obstacles, 2) connection—people develop relationships across gaps, or 3) creativity—people solve problems and inspire new ways of thinking. He had a motto of "names, names, and names." Another study found that smoking among high school students dropped 18 percent and among middle school students 40 percent, during the two years of the campaign. In our overstimulated and distracted society, great ideas and important messages often fail to gain traction, while bad ideas and falsehoods, such as urban legends, go viral and seem to stick around forever. Details: We don't always have an external authority who can vouch for our message; most of the time our messages have to vouch for themselves. Read on the go with our iOS and Android App. She announced that brown-eyed kids were superior to those with blue eyes and she began treating them that way—they got extra time at recess and other privileges. The challenge is that many associations lose their emotional power over time because of overuse of the concept that initially triggered the desired emotion. However, the plans often prove to be worthless. (Shortform note: Using positive associations is a common advertising technique. value" with JFKs peel-clear call to "put a man on the moon and return The reason people don’t take simple steps to make their messages compelling is that they’re blinded by a cognitive bias known as “the curse of knowledge.” Instead of keeping their message simple and concrete, they lapse into abstractions because they assume their listeners have the same level of knowledge or expertise as they do. In pitching a Hollywood movie a producer would describe it in terms of other hits: E.g., Speed will be Die-Hard on a bus, or Alien will be Jaws on a spaceship. As a result, moviegoers shunned popcorn until the biggest theater chains announced they would stop using coconut oil. Based on a wide-ranging examination of psychology research, popular culture, and news headlines, they identify six criteria for shaping your message so it resonates. The six chapters deal with the six principles of creating sticky ideas: Simple, Unexpected, Concrete, Credible, Emotional, and Stories (the acronym is SUCCESs). Mysteries sustain interest because people want closure. E.g., Subway's Jared losing 245 pounds. He resolved to lose weight and started by trying one of Subway’s low-fat subs. A person's knowledge of details is often a good proxy for expertise. (The authors call this "semantic stretch" when the superlatives of one generation - groovey, awesome, cool, phat - lose punch.) Instead of giving facts and figures about how many can be People don’t know what applying the goals looks like in practice. It's more important for people to remember the relationship than the number. However, in the early 1980s, two Australian medical researchers discovered a correlation between ulcers and a specific bacteria. The best way to get people’s attention is to break a pattern or introduce the unexpected. E.g., the Mean Joe Greene commercial of the 1970s where he make friends with a scrawny young white kid. Made to stick : why some ideas survive and others die. them facts: Entire school faculty will travel to the state capital on As scriptwriters have learned curiosity is the intellectual need to answer questions and close patterns. We all naturally practice the tactic of association. Another way is to build internal credibility by using details, statistics, and compelling examples. end, not an end in itself." Contrast to Nordstroms which Yet urban legends and false stories stick and spread easily. An ingenious and effective set Telling stories is the best way to make a message memorable and get people to act on it. Carville said he added with word “stupid” as a barb to remind campaign staff to not get too full of themselves. The popular Chicken Soup for the Soul books are collections of inspirational stories that have been around since 1993. Yet even an idea less riveting than the kidney heist story can be designed in a way that makes it memorable. This illustrates that the "curse of knowledge" is the main enemy of being concrete. The best way to do it is to break a pattern: introduce the unexpected. But researchers in 1985 couldn’t find any instance, even going back to 1958, of a stranger causing life-threatening harm to a child by tampering with Halloween treats. “Made to Stick” provides a practical and systematic way to create ideas that are understood, remembered, and have a long-term impact. All connection plots inspire us in social ways. The connection plot is the most common format in the Chicken Soup series and is also the basis for many advertisements. The goal is to strip an idea to its core without turning it into a silly sound bite. A pitfall to avoid when using surprise to draw attention to your message is the gimmicky surprise.

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