Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
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Transcript of Made to Stick by Chip and Dan Heath - With Advertisements To Test You!
by C
hip
& D
an H
eath
Made to Stick
by C
hip
& D
an H
eath
Made to Stick
Simple"Unexpected "Credible "Concrete "Emotional"Stories "
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& D
an H
eath
Made to Stick
1. Simple
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$5 ____ longs?
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Give people a familiar schema to help people
think about your product
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What’s a Pomelo?
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Having many choices seems appealing
(40% vs 60% of people stopped to taste)
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Having too many choices made people 10 times less likely to buy
(30% vs 3% of people actually bought)
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Less is almost always more.
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2. Unexpected
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The original flight attendant speech
on a Westjet flight
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Nordstrom’s world-class
customer service
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3. Concrete
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What’s the
scariest urban legend you can remember?
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Specific people doing specific
things
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“High performance” is abstract a "
“V12” is concrete
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The velcro theory of memory
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April 4, 1968
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Brown eyes vs Blue eyes
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4. Credible
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(1) Use an anti-authority (2) use concrete details (3) use statistics (4) use something called the
Sinatra Test (testable credentials)
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Use stats
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From Stephen Covey’s “The 8th Habbit” !
a poll of 23,000 employees…
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Only 37% said they have a clear understanding of what their organization is trying to achieve and why.
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Only one in five were enthusiastic about their team’s and organization’s goals.
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Only 15% felt their organization fully enables them to execute key goals.
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Only 20% fully trusted the organization they work for.
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To make these facts more credible….
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If a Soccer team had these same stats:"
Only 4 out of 11 players on the field would know which goal is theirs
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Only 2 out of 11 would care. Only 2 of the 11 would know what positions they play and know exactly what they are supposed to do.
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"if I can make it there, I can make it anywhere.”
-Frank Sinatra, New York, New York
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5. Emotional
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6. Stories
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Urban Legends
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Jarred
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Now your turn! "Guess is it…"
Simple"Unexpected"
Credible"Concrete"Emotional"
Stories "
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@jephmaystruck "http://strategylab.ca "Thanks for watching!