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Why do some ideas survive and other die, vragen Chip Heath and Dan Heath zich af in hun boek Made to Stick. Het antwoord is simpel : pas de zes principes van SUCCES toe : SIMPLE, UNEXPECTED, CONCRETE, CREDIBLE, EMOTIONAL STORIES.

sticky = understandable, memorable, and effective in changing thought or behavior

SIMPLE : find and share the core. Determine the most important thing. For Ryannair that would be ‘THE low-fare airline’, and stick to it.

UNEXPECTED : get attention = surprise & hold attention = interest. Break people’s guessing machines (on a core issue) and create a mystery. ‘I believe that this nation should commit itself to achieving the goal, before this decade is out, of landing a man on the moon and returning him safely to earth’, said J.F. Kennedy.

CONCRETE : help people understand and remember. Make abstraction concrete. Don’t ask money for The Nature Conservancy but for a specific landscape.

CREDIBLE : help people believe.

EMOTIONAL : make people care. Mother Teresa said, ‘If I look at one, I will act’. People pay more for a specific child than for a general child care plan.

STORIES : get people to act and inspire.

Interesting reading. More at Made to Stick.