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Questions:Are ideas born interesting or made interesting?How do you design a broad idea to stick?Why do some ideas succeed while others fail?STICK = That your ideas are understood and remembered, and have a lasting impact – they change your audience’s opinions and behavior. Creating sticky ideas is something that can be taught. You want to invent new ideas, not new rules. Outliers – Gladwell focused on what make social epidemics epidemic, Made to Stick’s interest is how effective ideas are constructed – what makes some ideas stick and others disappear. SIMPLE -- how do we find the essential core of our ideas?Find the core: Determine the single most important thing. Relentlessly prioritize and strip down ideas to their core. Knowing how much can be wrung out of an idea before it begins to lose its essence. Its about elegance and prioritization, not dumbing down. Don’t bury the lead, keep it at the front then it becomes an “inverted pyramid” (presented in a decreasing order from the top). Forced prioritization. “if you say 3 things, you don’t say anything.” Core messages help people avoid bad choices by reminding them of what’s important. Share the core: simple = core + compact. The more we reduce the amount of info in an idea, the stickier it will be. Proverbs are ideal (simple and profound, “short sentences drawn from long experiences”, proverbs are the Holy Grail of simplicity). Sometimes you have to eliminate some interesting stuff in order to let the core shine through. Work to make the core interesting rather than starting with something interesting but irrelevant to the core.UNEXPECTED – how do we get our audience to pay attention to our ideas and how do we maintain their interest when we need time to get the ideas across?Get attention: Surprise. Break a pattern. Break peoples guessing machines (on a core issue). Violate peoples expectations. The first problem of communication is getting peoples attention. Most of the time, we can’t demand it, we must attract it. Our brain is designed to be keenly aware of changes, so products that require users to pay attention, something changes. Hold attention: Interest. The gap theory of curiosity—highlight a knowledge gap or “open” a gap in knowledge and then fill it in. they work because they tease you with something that you don’t know—in fact, something that you didn’t care about at all, until you found out that you didn’t know it. A little bit of mystery goes a long way. Create a mystery. Use the teaser approach. The easiest way to avoid gimmicky surprise and ensure that your unexpected ideas produce insight is to make sure your target an aspect of your audience’s guessing machines that relates to your core message. Common sense is the enemy of sticky messages. To make a message sticky, you’ve got to push it beyond common sense to uncommon sense.CONCRETE – how do we make our ideas clear?Help people understand and remember: Velcro theory of memory (more hooks in your idea, the better). Full of concrete images, we are wired to remember concrete data. Speak concretely to others. Put yourself in the customers shoes. Help people co-ordinate: find common ground at a shared level of understanding, a universal language to share.CREDIBLE – how do we make people believe our ideas?Help people believe: let them test out the ideas for themselves, a try before you buy philosophy in the world of ideas. EMOTIONAL – how do we get people to care about our ideas?Make people care: make them feel something! Find the right emotion to harness. Use the power of association, Appeal to self-interest, Appeal to identity. The mere act of calculation reduced people’s charity. Once we put on our analytical hat, we react to emotional appeals differently. We hinder our ability to feel. For people to take action they have to care. Feelings inspire people to act.STORIES – how do we get people to act on our ideas?Get people to act: tell storiesStories as simulation (tell people how to act)Stories as inspiration (give people energy to act)The curse of knowledge: the villain is a natural psychological tendency that consistently confounds our ability to create ideas using these principles. Once we know something, we find it hard to imagine what it was like not knowing it. How to beat the Curse of Knowledge is to take your ideas and transform them through SUCCESs. All successful creative ads resembled one another, but each loser is uncreative in it’s own way. Highly creative ads were more predictable than uncreative ones. ................
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