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7. Made to Stick Why Some Ideas Survive And Others Die Chip Heath and Dan Heath ECE4007 L03Jay Schlag7

8. What Sticks Kidney Heist Halloween Candy Movie Popcorn Sticky = understandable, memorable, and effective in changing thought or behavior Six Principles of Sticky Simple Unexpected Concrete Credible Emotional Stories THE VILLAIN: Curse of Knowledge ECE4007 L03Jay Schlag8 Made to Stick

9. SIMPLE Find the Core: Leaders Intent: Determine the single most inportant thing THE low-fare airline It’s the economy stupid Share the Core Proverbs (Sour Grapes) Sound bites that are profound High Concept pitch (Speed = Die Hard on a bus) ECE4007 L03Jay Schlag9

10. Made to Stick UNEXPECTED Get Attention Surprise Break a Pattern Break people’s guessing machine Surprise core (teacher conference) Hold Attention Interest What are Saturns’s rings made of Which local restaurant has slime in the ice machine ECE4007 L03Jay Schlag10

11. Made to Stick CONCRETE Help People Understand and Remember Concrete Fable Landscapes as eco-celebrities The Velcro theory: The more hooks the better Help People Coordinate Find common ground Set common goals Talk about people not data ECE4007 L03Jay Schlag11

12. Made to Stick CREDIBLE Help People Believe The Nobel-winning ulcer insight no one believed External Credibility Authority Internal Credibility Make statistics accessible – Nuclear warheads as BBs Find an example that passes the Sinatra Test ECE4007 L03Jay Schlag12

13. Made to Stick EMOTIONAL Make People Care Mother Teresa Principle ( If I look at one, will act) Use Power of Association Unique isn’t unique anymore Sportsmanship – “honoring the game Appeal to Self- Interest Visualizing what it could do for you Iraq mess tent – I’m in charge of morale Appeal to Idenity What do people like me do in this situation Don’t mess with Texas: Texans don’t litter ECE4007 L03Jay Schlag13

14. Made to Stick STORIES Get People to Act Stories as Simulation (Tell people how to act) Nurse actions when heart monitor lied Use stories as flight simulators Stories as Inspiration (Give People Energy to Act) Jared the 425-pound fast-food dieter ECE4007 L03Jay Schlag14