made to stick, chip & dan heath
Posted on september 9, 2007
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.