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Made to Stick
Why Some Ideas Survive And Others Die
Chip Heath and Dan Heath
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Made to Stick
What Sticks Kidney Heist Halloween Candy Movie
Popcorn Sticky understandable, memorable, and
effective in changing thought or behavior Six
Principles of Sticky Simple Unexpected Concrete
Credible Emotional Stories THE VILLAIN
Curse of Knowledge
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Made to Stick
SIMPLE Find the Core Leaders Intent
Determine the single most inportant thing THE
low-fare airline Its the economy stupid
Share the Core Proverbs (Sour Grapes) Sound
bites that are profound High Concept pitch
(Speed Die Hard on a bus)
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Made to Stick
UNEXPECTED Get Attention Surprise Break a
Pattern Break peoples guessing
machine Surprise core (teacher conference)
Hold Attention Interest What are Saturnss rings
made of Which local restaurant has slime in the
ice machine
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Made to Stick
CONCRETE Help People Understand and
Remember Concrete Fable Landscapes as
eco-celebrities The Velcro theory The more
hooks the better Help People
Coordinate Find common ground Set common
goals Talk about people not data
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Made to Stick
CREDIBLE Help People Believe The
Nobel-winning ulcer insight no one believed
External Credibility Authority Internal
Credibility Make statistics accessible Nuclear
warheads as BBs Find an example that passes the
Sinatra Test
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Made to Stick
EMOTIONAL Make People Care Mother Teresa
Principle ( If I look at one, will act) Use
Power of Association Unique isnt unique
anymore Sportsmanship honoring the game
Appeal to Self- Interest Visualizing what it
could do for you Iraq mess tent Im in charge
of morale Appeal to Idenity What do people
like me do in this situation Dont mess with
Texas Texans dont litter
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Made to Stick
STORIES Get People to Act Stories as
Simulation (Tell people how to act) Nurse
actions when heart monitor lied Use stories as
flight simulators Stories as Inspiration
(Give People Energy to Act) Jared the 425-pound
fast-food dieter
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