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Mike
Carruthers:
Some
ideas stick with us for a long time, other ideas die the minute
after we hear them.
Chip Heath:
Ideas that stick - JFK's Man on the Moon speech, The
Boy Who Cried Wolf, Aesop's fable that has stuck for twenty-five
hundred years, the "this is your brain on drugs" campaign
from the 80's.
Chip Heath, co-author
of the book Made
to Stick …
And if you want
to look for ideas that didn't stick, think back to what you
remember about the last presentation you saw or the last memo
you read - probably zero.
There are some
principles that underlie all good or sticky ideas, says Chip.
One of the most
common that we see is: very concrete tangible images that you
can see in your mind. So, when John F. Kennedy talks about putting
a man on the moon, that puts an image in your mind. The egg
in "this is your brain on drugs" campaign- and you
saw it drop into the skillet and you heard it sizzle, that's
a tangible concrete image. But unfortunately most of us when
we try to communicate our ideas, we talk in abstractions and
that prevents our ideas from sticking.
A good idea is
usually simple and doesn't offer a lot of options.
One of the things
that we found was if people have two good choices they're actually
less likely to chose either than if they have one good choice.
And so many times in life we're confronted with eight core values
for our organizations or a thirteen point policy plan - how
are we going to make choices about priorities when we're confronting
that many options.
Tomorrow, the
importance of finding the core of any idea - I'm Mike Carruthers
and that's Something You Should Know.
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