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  • Made to Stick: Why Some Ideas Survive and Others Die Pt 2

    How can we make people care about our ideas? We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities.

    This is the continuation of seminal work by Dan and Chip Heath, who in Made to Stick: Why Some Ideas Survive and Others Die, illustrate how some ideas have stickiness – glue even: how they get transported and transfixed in our thinking – and most importantly – the solve something – make something better or less priced – and with a certain amount of convenience. The Heath brothers contend:

    1. Curiosity arrives from knowledge gaps.
    2. A V8 engine is concrete. High Performance is abstract. Most of the time, concreteness boils down to specific people doing specific things. Concrete language helps people, especially novices, understand new concepts.
    3. Testable credentials can provide an enormous credibility boost, since they essentially allow your audience members to try before they buy.
    4. Emotional stimuli;
      1. Transcendence; help others realize their potential.
      2. Self-actualization, realize our own potential, self-fulfillment, peak experiences.
      3. Aesthetic, symmetry, order, beauty, balance.
      4. Learning; know, understand, mentally connect.
      5. Esteem, achieve, be competent, gain approval, independence — status.
      6. Belonging, family, love, friends, affection.
      7. Security, protection, safety, stability.
      8. Comfort.
    5. How can we make people care about our ideas? We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities – not only the people they are right now but also to the people they would like to be.
    6. Communication Framework;
      1. Pay Attention                                      Unexpected
      2. Understand and Remember It     Concrete
      3. Agree/Believe                                     Credible
      4. Care                                                         Emotional
      5. Be able to act on it                             Story

    Good luck.

    Calvin Wilson
    Founder and CEO
    Upstart: Business and Management for 20-40 Year Old Professionals
    calvin.wilson1@verizon.net
    http://twitter.com/Upstart__Nation

    Filed Under: Startup/Entrepreneur

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