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Book of the Month: Made to Stick by Chip & Dan Heath

April 2, 2016

I know everyone has been losing sleep because I am a month late on my book report but fret no longer! The book of the (two) months is called Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath & Dan Heath. You know when you are tapping to a song and ask someone to guess that song and they never get it right?! This is called the Curse of Knowledge and everyone has it! This book highlights how to get ideas across to everyone know matter what they care about and know. They use a checklist called SUCCESs (getting sticky already). SUCCESs stands for Simple, Unexpected, Concrete, Credible, Emotional, and Stories. To get an idea to stick, try and hit all of these points in your (simple) message. For Simple, find the core of the message, what is your commanders intent? If you’re into journalism, don’t bury the lead! Get the most value out of your message in the simplest way possible. Be Unexpected, break the people’s guessing machine and make them pay attention! Concrete, shape your message in a way people can see and almost feel, have them be able to relate to it. One example was corporate teams being dysfunctional is like a soccer team where the players don’t know their position and whose goal to score on (yikes!). Credibility, you don’t need to bury your info in statistics no one will remember, use an anti-authority like a person with a hole in their neck talking in an anti-smoking ad (You can picture it now!). Emotional is emotional, it means provoke emotion this isn’t rocket science here. And finally make it part of a Story, people can relate to stories and can get the moral out of a Story, but you can’t get a story out of a moral. Stories also cause people to act, you hear about an atrocity happening, not much to do there, but then you hear the KONY story, oh man who hasn’t heard that?! Let’s get those ideas sticky! Please feel free to message me any questions or book recommendations!

 

 

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