made to stick + developing competitive advantage

Made to Stick(A Book Report)

&

Developing A Competitive Advantage

Belmont Course 2350Creative Entertainment Technologies

Made to Stick

Why do some ideas succeed and others fail?

“Sticky” ideas

Urban Legends

Aesop Fables

What do these have in common?

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

SU CCES

implicity

nexpectedness

oncretedness

redibility

motional

tories

THIS WILL BE ON THE TEST!

Simplicity

Become a Master of Exclusion

In Management -

If we achieve nothing else our company must _______

In Battle -

If we nothing else we must accomplish ______in tomorrow’s mission

In Law...

FIND THE CORE

SHARE THE CORE

FOCUS

Keep your core message simple and memorable

Unexpected

Volkswagen

GET ATTENTION: The Art of SURPRISE!

HOLD ATTENTION: Keep Continued INTEREST

ConcreteHELP PEOPLE UNDERSTAND & REMEMBER

Concrete

VELCRO Theory of Memory:The more hooks in your idea, the better!

Concrete

Capital of Tennessee

The First Line of “Happy Birthday to You”

The Mona Lisa

Your First Car

The Definition of “truth” (everyone has their own interpretation)

A Tangible Idea That is Common Among Us All

Credible

Help People Believe

External Credibility: Pam Laffin

Internal Credibility: Testable Credentials

Make Data Accessible / Humanized

Anti-Smoking Campaign - Pam Laffin

Pam is RealPam is Serious

Pam is SufferingPam is now Dead

Credible

Wendy’s

Credible

Credible

Make Statistics Tangible

EmotionalHow do you get people to care?

or

“If I look at the mass, I will never act. If I look at the one, I will” -Mother Teresa

3 million ZambiansFace Hunger. Thousands

are dying, you could help.

For just the cost of a cup of

coffee per day... you could save this child’s life

Use The Power of Association

Appeal to Self Interest

Appeal to Identity

Emotional

Stories

Subway Jared

Building a Story beyond the Brand

Stories

Stories as Simulation

Talking Shop

Stories as Inspiration

Jared

Get People to Act

SU CCES

implicity

nexpectedness

oncretedness

redibility

motional

tories

Helps People To:

Get the Message

Pay Attention

Understand & Remember

Believe & Agree

Care

Act

Developing a Competitive Advantage

Differentiation

After determining how to present the STORY of our artist in a

“Made to Stick” sort of way....

How do we position them to succeed?

SWOT Analysis

Strengths

Weaknesses

Opportunities

Threats

SWOT Analysis

Developed by Albert S Humphrey

Stanford University 60’s & 70’s

Consulted over 100 companies globally

SWOT Analysis for an Artist

Strengths

Strengths - Attributes of the artist / brand that are helful in achieving the objectives:

Sound

Songs

Style

Performance

Weaknesses

Weaknesses - Attributes of the artist / brand that are harmful in achieving the objectives.

Budget

Originality

Approach

Opportunities

Opportunities - External conditions that are helpful in achieving the objectives

Concerts, Festivals & Tours

Partnerships & Sponsorships

Charities & Benefits

Digital or Word-of-Mouth Marketing

Threats

Threats - External conditions which could do damage to the objectives.

Partner Changes

Culture Shift

Technical Difficulty

Health & Band Breakup

Internal Internal

External External

SWOT Matrix

How Does Your Artist fit into a

SWOT?

SWOT analysis can be very subjective. Do not rely too much on it. Two people rarely come up with the same final version of a SWOT

Use it as a guide and not as a prescription