bangkokkvm.blogg.se - Chip dan heath made to stick

Humans are driven by emotions whether we like it or not. This can involve letting an audience try before they buy, or showing hard evidence to illustrate your point such as an extreme vision improvement when using glasses. Ideas have to be believable both internally and externally credible meaning they make sense and are supported by proof preferable by some authority. Avoid abstractions, jargon and other such intangible ideas. For example, don’t sell productivity sell the laptop, don’t sell fast charging sell the battery. We define real by anything that appeals to our 5 senses. Besides satisfying a number of the other principles of stickiness - offering surprises, concrete details, and emotional resonance - stories act as simulation chambers, allowing us to come to their morals on our own terms.Ideas that Stick need to be solid. Stories: Stories foster our imagination to widen our horizon of dwelling into different thoughts and feelings.We are wired to feel things for people not for abstractions. Sticky ideas appeal to our wishes, desires, and hopes, and interlock with our image of ourselves. Sticky ideas resonate with us on a level below our immediate consciousness.

Emotions: Give your audience a reason to care about your idea.

Ideas that can be put to question are more reliable. Another source of credibility is personal experience. Statistics are useful, though they suffer from a lack of concreteness.

Credible: Sticky ideas give us a reason to believe they're true (even when they're not).

Speaking concretely is the only way to ensure that our idea means the same thing to everyone in the audience.

This is where most of the business communication goes awry.

Concrete: We must present our ideas in term of sensory information.

Once our attention is grabbed, sticky ideas refuse to let go, holding our interest by creating in us a need to discover the outcome, to see how things work. Unexpected: The best ideas represent a break from the everyday, the ordinary, the status quo. Simple does not have to mean short (but it helps) what is important is that the single most important thing be highlighted.

Simple: Simplicity is achieved when an idea is stripped down to its core, to the most essential elements that make it work.

Chip and Dan Heath offer us 6 qualities that make ideas sticky, all wrapped up in a clever acronym: Simple Unexpected Concrete Credible Emotional Stories (SUCCES).