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made to stick epilogue summary

him safely by the end of the decade." Another creativity story involved a team at Ingersoll-Rand, a manufacturer of industrial grinders used in auto shops. Nordstrom’s goal of extreme customer service is abstract; a Nordie gift-wrapping something bought at Macy’s is concrete. Appealing to higher However, one flight attendant got people’s attention by saying things they didn’t expect. The ad surprises by defying people’s schema for minivan commercials (minivans deliver kids safely). One can use memory schemas to keep an idea simple: One could describe a pomelo as a "large citrus fruit with a thick, but soft rind", or as "a pomelo is basically a super-sized grapefruit with a very thick and soft rind." The authors share the three major types of stories too look for. We base it on authorities - our parents, traditional, experts, etc. Once Another type of authority is the celebrity who endorses products—celebrities have credibility with people who aspire to be like them. An abstract admonition to be graceful in defeat wouldn’t have had the impact or longevity of the fable, which concretely demonstrates what we still refer to as a “sour grapes” attitude. To make its planning more useful, the Army adopted the concept in the 1980s of “Commander’s Intent.” It refers to a concise statement at the top of each order, defining the goal or intended outcome. The six chapters deal with the six principles of creating sticky ideas: Simple, Unexpected, Concrete, Credible, Emotional, and Stories (the acronym is SUCCESs). The curse of knowledge comes into play when experts forget what being a novice was like and instead speak in abstractions. He spots a note at eye level that says, “Don’t move, call 911.” His cell phone is beside him and, in a panicked state, he calls. They’re mental flight simulators. them facts: Entire school faculty will travel to the state capital on An advertisement by the Ad Council triggered this response. The surprise element in the stories underscores the company’s core message. But these tips don’t help you create and shape your message so that it sticks. In fact, stories usually automatically meet other criteria for making ideas sticky: They are almost always concrete, they are often emotional and have unexpected elements. Getting attention with She removed three rows and asked the students how many were left. Here are two messages with seemingly authoritative sources but different outcomes: The examples show that the amount and type of authority you need to make a message credible depends on the audience. 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. Why do some ideas They're remembering the experience that taught them those lessons -- the struggles, the political battles, the missteps, the pain. The first challenge of communication is getting people’s attention. 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. For instance, during the seemingly obvious instructions for how to fasten and unfasten a seatbelt, she said: “For those who haven’t been in a car since 1965, the proper way to fasten a seatbelt is to slide the flat end into the buckle.” Regarding the exits, she said: “As the song goes, there might be fifty ways to leave your lover, but there are only six ways to leave this aircraft.” Passengers applauded her routine when she finished. teens smoked to rebel against The Man. Making a message simple means distilling it to its central point or essence by cutting away nonessential information, like getting to the core of an apple. Communicate your key point in memorable terms. first assignment: To write the lead for the student paper. Mail-order ads were once a common method of advertising. Yet urban legends and false stories stick and spread easily. Anti-authority: You can use a dying smoker to make the point that smoking isn't good for you. Think of an unexpected implication of your message, or an aspect that violates common sense. Before your message can stick, your audience has to want it. His demonstration prompted other researchers to build evidence supporting his ulcer finding, although it took ten more years for the National Institutes of Health to back antibiotics as a treatment for ulcers. The saying is that “no plan survives contact with the enemy.” Things always change due to a huge number of variables. The “E” in the SUCCESs formula for creating “sticky” messages stands for “emotional.” If you want your audience to act on your message—for instance, to donate to a charitable cause or adopt healthier habits—you need to make them care. Use them as input, not output. For example, Bill Clinton was elected on his slogan, “It’s the Economy, Stupid.” The last word made it memorable.

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