Source: Made To Stick
Making your ideas sticky
What's my point? And why does it matter? If your audience remembers only one thing, what should it be?
Process for making your ideas stickier
- Identify the central message you need to communicate—find the core;
- Figure out what is counterintuitive about the message —i.e., What are the unexpected implications of your core message? Why isn't it already happening naturally?
- Communicate your message in a way that breaks your audience's guessing machines along the critical, counterintuitive dimension. Then, once their guessing machines have failed, help them refine their machines.
Principles
- Simplicity. The Golden Rule Is The Ultimate Model Of Simplicity: A One-sentence Statement So Profound That An Individual Could Spend A Lifetime Learning To Follow It.
- Unexpectedness
- Concreteness
- Credibility
- Emotions
- Stories
Steps
There are two steps in making your ideas sticky-
- is to find the core, and
- is to translate the core using the SUCCESs checklist.
The Zen aesthetic values include (but are not limited to):
- Simplicity (Kanso)
- Subtlety
- Elegance (Shibumi)
- Suggestive rather than the descriptive or obvious
- Naturalness (Shizen)(i.e., nothing artificial or forced),
- Empty space (or negative space)
- Stillness, Tranquility
- Eliminating the nonessential
Facts
- Simple messages are core and compact.
- People will attempt to change their behavior if
they believe it will be worth it, and
they can do what is required. - Remember, stories need to deal with both
“Will it be worth it?” and “Can I do it?” When it comes to changing behavior, nothing else matters
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