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By stick, we mean that your ideas are understood and remembered, and have a lasting impact they change your audiences opinions or behaviors. Chip Heath and Dan Heath

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It has to make the audience: Pay attention Understand and remember it Agree/believe Care Be able to act on it

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The curse of knowledge Once we know something, we find it hard to imagine what it was like not to know it. Getting lost in a sea of information

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Partner up Tappersyou will tap out a song Listenersyou will try to guess the song

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How many of you thought you did a great job of tapping out the song? How many of you correctly guessed the song? Perception 1 in 2 50% Reality 1 in 40 2.5%

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The Curse of Knowledge Experts understand things to the point of abstraction conceptual knowledge They tend to explain things that way Novices dont understand Not Concrete Not Simple Not Sticky ? Maximizing Return on Equity ?

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Success

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Find the most important ideathe core ONE idea State it in the most compact way Keep taking away what is not needed

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Consider: Kennedy - Put a man on the moon & return him safely by the end of the decade Or? Our mission is to become the international leader in the space industry through maximum team- centered innovation and strategically targeted aerospace initiatives

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A pomelo is the largest citrus fruit. The rind is very thick but soft and easy to peel away. The resulting fruit has a light yellow to coral pink flesh and can vary from juicy to slightly dry and from seductively spicy-sweet to tangy and tart. Tell your neighbor if you think pomelo would taste good mixed half and half with orange juice. A pomelo is basically a supersized grapefruit with a very thick and soft rind.

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Kenneth L. Peters, the principal of Beverly Hills High School, announced today that the entire high school faculty will travel to Sacramento next Thursday for a symposium in new teaching methods. Among the speakers will be anthropoligist Margaret Mead, college president Dr. Robert Maynard Hutchins, and California governor Edmund Pat Brown.

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There will be no school next Thursday

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Share the Core Simple = Core + Compact Proverbs Sound bites that are profound Bird in the hand (Aesop 570 b.c.) Golden Rule Names, Names, Names Small town paper Visual proverbs: The Palm Pilot wood block Existing Schemas: The Pomelo Generative analogy: Disneys cast members.

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Find the core Commanders intent Relentless prioritization Southwest The low fare airline Inverted Pyramid most important at the top Force prioritization If you say 3 things, you dont say anything Its the economy, stupid Share the core Dont bury the lead Core + compact Proverbs: sound bites that are profound Schemas

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Simple = Core + Compact Using whats already there Use a generative analogy

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sUccess

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Get Attention Surprise Hold Attention - Interest

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Southwest flight safety announcement Break a pattern Enclave Minivan (Ad Council) The Nordie who wraps a package from Macys warms a customers car refunds money for tire chains not sold there Or? Our mission is to provide the best customer service in the industry

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Unrelated surprises just to catch attention the surprise should be part of the simple, core message Unforeseeable endings (it was all a dream)endings should unite clues that one has been exposed to all along

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Create a GAP Gaps between what we know and what we want to know create curiosity. Open the gap by creating a mental itch.

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1. Identify the central message you need to communicate find the core 2. Figure out what is counterintuitive about the message i.e., What are the unexpected implications of your core message? Why isnt it already happening naturally? 3. Communicate your message in a way that breaks your audiences guessing machines along the critical, counterintuitive dimension 4. Once their guessing machines have failed, help them refine their machines

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suCcess

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Help people understand and remember Make abstraction concrete Provide a concrete context The more hooks in your idea, the better Help people coordinate Find common ground at a shared level of understanding Make it real Create a turf where people can bring their knowledge to bear

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Write down as many things you can think of that are white in color. Write down as many white things in your refrigerator as you can think of.

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Most people can list as many white things in their fridge, as they can list white things in general, despite the fact that our fridges do not normally encompass a large part of the universe.

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Help people understand and remember Write with the concreteness of a fable (Sour grapes) Provide a concrete context: Asian teachers approach to teaching math (subtraction) Put people into the story: Accounting class taught with a soap opera Use the Velcro theory of memory: The more hooks in your idea, the better

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Help people coordinate Drawings vs. Shop Floor: Find common ground at a shared level of understanding Goals in tangible terms Our new plane (727) will fly 131 pax, MIA-LGA and land on Runway 4-22 (