ECE 4007 l03 Jay Schlag 1

ECE4007 l03 Jay Schlag 2

ECE4007 L03 Jay Schlag 3

ECE4007 L03 Jay Schlag 4

ECE4007 L03 Jay Schlag 5

ECE4007 L03 Jay Schlag 6

Made to Stick

Why Some Ideas Survive And Others Die

Chip Heath and Dan Heath

ECE4007 L03 Jay Schlag 7

What SticksKidney HeistHalloween CandyMovie Popcorn

Sticky = understandable, memorable, and effectivein changing thought or behavior

Six Principles of StickySimpleUnexpectedConcreteCredibleEmotionalStories

THE VILLAIN: Curse of Knowledge

ECE4007 L03 Jay Schlag 8

Made to Stick

Made to Stick

SIMPLE

Find the Core:Leaders Intent: Determine the single most inportant thingTHE low-fare airlineIt’s the economy stupid

Share the CoreProverbs (Sour Grapes)Sound bites that are profoundHigh Concept pitch (Speed = Die Hard on a bus)

ECE4007 L03 Jay Schlag 9

Made to Stick

UNEXPECTED

Get Attention SurpriseBreak a PatternBreak people’s guessing machineSurprise core (teacher conference)

Hold Attention InterestWhat are Saturns’s rings made ofWhich local restaurant has slime in the ice machine

ECE4007 L03 Jay Schlag 10

Made to Stick

CONCRETE

Help People Understand and RememberConcrete FableLandscapes as eco-celebritiesThe Velcro theory: The more hooks the better

Help People CoordinateFind common groundSet common goalsTalk about people not data

ECE4007 L03 Jay Schlag 11

Made to Stick

CREDIBLE

Help People BelieveThe Nobel-winning ulcer insight no one believed

External CredibilityAuthority

Internal CredibilityMake statistics accessible – Nuclear warheads as BBsFind an example that passes the Sinatra Test

ECE4007 L03 Jay Schlag 12

Made to Stick

EMOTIONAL

Make People Care Mother Teresa Principle ( If I look at one, will act)

Use Power of AssociationUnique isn’t unique anymoreSportsmanship – “honoring the game

Appeal to Self- InterestVisualizing what it could do for youIraq mess tent – I’m in charge of morale

Appeal to IdenityWhat do people like me do in this situationDon’t mess with Texas: Texans don’t litter

ECE4007 L03 Jay Schlag 13

Made to Stick

STORIES

Get People to Act

Stories as Simulation (Tell people how to act)Nurse actions when heart monitor liedUse stories as flight simulators

Stories as Inspiration (Give People Energy to Act)Jared the 425-pound fast-food dieter

ECE4007 L03 Jay Schlag 14