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SummaryofMadetostickWhysomeideastakeholdandotherscomeunstuckby
Chip&DanHeath
PostedonJune9,2013

MadetostickWhysomeideastakeholdandotherscomeunstuckbyChip&DanHeath.
SummarisedbyPaulArnold(TrainerandFacilitator)
http://www.amazon.co.uk/MadeStickideasothersunstuck/dp/009950569X/ref=sr_1_1?
s=books&ie=UTF8&qid=1365362054&sr=11&keywords=made+to+stick
THEBOOKINANUTSHELL
Whyisiteasiertorecallsomethingsbutnotothers?Teachersspendhoursfillingstudentswithmitosis,onlyforit
tobeforgotten.Likewise,aManagerunveilsthenewstrategyonlytofindthenextdaytheemployeescontinuing
withtheoldstrategy.Inmanycasesweareonlyaseffectiveasourpowerofcommunication.Thisbookfocuseson
thekeystrategiesthathelpsshapeanideaintoonethatcanstick.Itusesamnemonic,SUCCESs=Simple
UnexpectedConcreteCredibleEmotionalandStories.
THEBOOK
Stickyisanideathatcutsthough,getsrememberedbutmostimportantly,helpstoshiftattitudeorbehaviour.
Insocietywespendalotoftimetrainingpeopletodevelopgoodanswers(e.g.adoctorsdiagnosis)butnotimeis
investedinteachingpeoplehowtocommunicateit.Manypeoplefeelthatmerelypresentingapowerpointdeck
hascommunicatedwhattheyneedtosay.Butsadlymostofwhatwewanttocommunicatefallsontostony
ground.
TheauthorshavedevelopedtheSUCCESsmodelthathelpsmakeanideasticky(NBnoteveryideaneedstohave
all7elementsofthemodel).Anygoodpieceofcommunicationneedstobefocused(Simple),Createattention
(Unexpected)Beunderstoodandremembered(Concrete),Beagreedupon(Credible),Makepeoplecareenough
(Emotion)andthentoDosomethingaboutit(Story).
Anexampleofstickinessinactionisthepopcornstory.Ratherthanjustreeloffthefactsabouttheunhealthiness
ofpopcorn,theCenterforScienceinthePublicInterestsetupapressconferencewheretheylaidoutadays
worthofgreasyfood.Theythenjuxtaposedthiswithonemediumsizecartonofpopcorn,tellingthepressthatthis
onecartonofbutterpopcorncontainsthesameamountoffatasawholedaysworthoffood.Thisledto
newspaperheadlinessuchasPopcorngetsanRrating.ThemessagewasSimple,Unexpected,Concrete,
Credible,EmotionalandcreatedagoodStoryaroundit.
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Theadvertisingmodelhasbeenpredicatedontheadage,Repetition,repetitionrepetition.Yetwefindurban
legends(likethewakeupinabathoficehavinghadyourKidneysstolenstory)donotneedalotofpaidfor
repetitiontoberemembered.
Thecurseofknowledge
Inexperiments,apersonisaskedtotapoutthetuneofawellknownsong.Thenanotherpersontriestoguessit.
Only3songsoutof120wereguessed.Thetappersarealwaysamazedtheotherpersoncannotguessit!Forthem,
theirtappingpatterncouldonlybethatsong.ThishintsatacommonmalaisethataffectsusallcalledKnowledge
curse.Whenweknowonethingitmakesitverydifficulttoimaginewhatitisliketonotknowit.Thusweoften
getourcommunicationwrongeitherbecauseweundercommunicate(Surelyeveryoneknowsthis?)orwe
overcommunicate,creatingtoomanylayersofdistinctionsandcomplexitiesthatpeoplecannotabsorb.Whena
CEOdecidestocommunicateaboutunlockingshareholdervalueheishearinghisowntuneinhisheadandisnot
awarethatpeopledonotgetthetune.Thetechniquesinthisbookprovidestrategiestoovercomethecurseof
knowledge.
Simplicity
Simplicitymeansfindingthecoreoftheidea.
Peoplewillnotremember90%ofwhatyoutellthem,sobeclearwhatarethekeyoneortwothingsyouwant
themtorememberandjustfocusonthose(i.e.cutawaymostoftheotherstuff).Wethereforeneedtobecome
mastersofexclusioninordertostripanideadowntoitsbareessentials(withoutlosingitsprofoundness).
AntoinedeSaintExupery,theFrenchAviatordefinedengineeringthus:Adesignerknowshehasachieved
perfectionnotwhenthereisnothinglefttoadd,butwhenthereisnothinglefttotakeaway.
ColonelTomKolditzheadofbehaviouralscienceatWestPoint,oncesaid,Noplansurvivescontactwiththe
enemyyoumightstartofftryingtofightyourplan,buttheenemygetsavote.Hencewhytheyinstigateda
conceptcalledCommandersIntenti.e.itstheoverarchingobjectiveofthemission.Thiscreatesafixed
outcomebutallowslocaladaptationofthestrategyagainsttheprevailingenvironmentandcircumstances.
Ironically,throughitssimplicityitaccommodatescomplexityasithasonlyafewfixedpointsallowinggreater
flexibility(unlikehighlydetailedstrategicplanswhoserigiditycausestheirfailure).
Therealityistoomanychoicesparalyzeusintoinaction.TverskyandShafirdemonstratedthatwithchoicecomes
uncertainty.Directionandfocus(throughaCI)helpsuscutthroughthisandmakemoretimely,confident
decisions.
OnceanorganisationhasthisCIithelpsdriveeverydecisionintheorganisation.ForexampleSouthWest
airlinesWeareTHElowfareairlineorBillClintons,Itstheeconomystupid(whichgavehiscampaignfocus
andmomentum).
DunninNorthCarolinahasanewspaperthathasaveryclearfocusonlocalissueswiththeirmantra,Names,
namesandnameslocalnamestrumpswellwrittenprose.Allthesethreeexamplesareconcrete,simpleand
memorable.Thisallowsthedrivingfocustobereferencedeverydayuponeverydecision(asitlivesinpeoples
headsratherthanbeinglockedawayinsomepowerpointpresentation).
Simplicitycutsthrough.Onepointisbetterthanfive.Easywordsarebetterthanlongwordsthelesswesay,the
easieritistotakeinandrememberitsasimplecaseofbandwidth.HollywoodusestheconceptofHigh
conceptpitches(forexampleSpeedwasdefinedasDieHardonabus).
AnalogiesandMetaphorscanalsohelplandacomplexidea.DisneyalikentheirparkstoTheatre(withtheirstaff
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beingcalledcastmembers).Theanalogycanbeappliedtoalldecisions/actionsinthepark(unlikeSubways
misguidedattempttosuggesttheirsandwichmakersareArtists).Likewise,Proverbsaretestamenttohow
simplemakessticky(CervantesdefinedproverbsasShortsentencesdrawnfromlongexperience).Abirdinthe
handisworthmorethantwointhebushhassurvivedfor2500yearsandappearsinmostlanguagesThatis
becauseitreducestothecoreauniversaltruth.
Thisistheproblemwiththecurseofknowledgeonequicklylosestheartofsimplicityinourattempttoshow
howcleverweare,weforgetthefundamentalprincipleofcommunication.
Unexpectedness
Thekeytogetamessageheardisfirsttocapturetheirattention.Themostpowerfulwaytogetapersons
attentionistobreakapattern(asourbrainsfilteroutconsistencyandonlyfocusesonwhatsdifferent).Sticky
ideasdisruptpeoplesexpectations.Furthermoreweneedtomaintainattentionthusweneedbothsurpriseto
createattentionandinteresttomaintainit.
Thenatureofsurpriseiscriticalinlearning.Itstartstojoltourmodelsofrealityanddestabilizesourlockedin
beliefs.Itopensusupforreevaluationaswetrytomakesenseofthem.Whenthingsremainthesametheyjust
unconsciouslyreaffirmourcurrentschemas.Togetchange,youneedtodestabilizethestatusquo.
Nordstromsranasuccessfulcampaignwheretheytoldstoriesofunexpectedstandardsofservice(e.g.wherean
employeeironedanewshirtforacustomerorwhenaNordiegiftwrappedpresentspurchasedatMacys).
PersilsDirtisGoodisanotherexampleofunexpectedness(Ed).
Agroupofstudentsweregiventhetaskofwritingtheheadlineforastoryabouthoweveryteacherwouldbe
offsiteonacertaindaytolearnaboutnewteachingmethods.Havingheardalltheheadlinesaboutnew
teachingmethodsetctheteachersuggestedabetterheadlineNoschoolnextThursday.
Surprisecreatesaninterestingfacialexpression.Surpriseopensuptheface(andassuchweareopentonew
ideas.Withangerwearefocusedandclosed(whenwegetangrywebecomemorecertainofourviews).
Onewayofkeepingpeoplesinterestistocreatemysterysomethingthathooksthemandmakesthemwantto
stayontofindtheanswer.Freakonomicsusesthisprincipletocreatecuriositygapse.g.Whydosomanydrug
dealerslivewiththeirmums?
RobertMcKee,thehollywoodscriptwriterbelieveseverysceneneedsaturningpoint.Byopeningupanewplotor
twistitkeepsuswantingtodiscoverwhatwillhappennextorhowitwillturnout.Lowensteindefinedcuriosityas
atimewhenwefeelagapinourknowledge.Likeavacuum,itsucksusin.Thustocreatethatvoid,youmustfirst
openthegapoftenbytellingthemaboutsomethingtheydonotknowabout.Thiscanoftenbedonebyasking
themquestionsthattheydonotknowtheanswersto(orsuggestotherpeopleknowaboutitbutyoudonot).
Manyteasercampaignssetupthisvoide.gTheresaninvisiblechemicalinyourhomeanditmaybekillingyou
rightnow!
Oneoftheproblemsisthatpeoplethinktheyknowmorethantheyactuallydoknow.Oftentohelpovercomethis,
onesometimesneedstosetupasituationwheretheyfail.Anotherwayistomakethemstatepubliclytheirpoint
ofview(andthencompareitversusothers).Thiscreatesanimbalancethatshakesuptheirviewofreality.
RooneArledge,afamousTVproducerforWideWorldofSportshadtomakecollegesportsmoreenticingfor
viewersinotherstates.Hedidthisbyfirsttellingthestoryofthelocalcommunityandthefootballclub.
Discordcreatesenergy(inanattempttoresolvetheconflict).Thusjuxtaposingtwomutuallyincompatible
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elementscreatestension,interestandmystery.
Backin1957,whenSonystateditsambitiontocreateaapocketableradioitwasregardedasalmost
impossible(Atthattimeradioswerewerevalvedrivenandmadebycabinetmakers)butthistensiondroveit
fruition.
Concreteness
Theeasieritisforustorelatetosomething,theeasieritisforustounderstandit(andhencerememberit).thusif
wecanvisualizeitorlinkitintoourownpersonallivesthebetterchanceofitbeingsticky.
Themorepeoplecanseeit,smellit,hearitthemoresomethingfeelsreal.Conceptualthoughtisnotrealwe
canenvisionaV8enginebutnothighperformance.Likewise,wecanenvisionaNordstromemployeeironinga
shirtbutnotWorldclassserviceSoweneedtosimplifyourideasbackdownintoeverydayconcreteness.
TheHalloweenmyth(ofpeopleputtingrazorsintoapples)hasbeenshowntobefalseyetithaslingeredandhas
aprofoundaffectonthebehaviourofparents.Oneofthereasonsisitsconcreteness.Theimageryisvividand
helpsimplantitwithinourbrains.Italsotapsintoourprimalfocusonsurvivalandhencewerecallemotional
imagesofthreat.
Yaleresearcher,EricHavelockstudiedtalespasseddownthroughwordandmouth.Hefoundtheonesthathad
lastedwerefullofconcretedetails(whodidwhattowhom)andlightonconceptualideas.
AtGeorgiaStateUniversitytwolecturerswhowantedtomaketheiraccountingcourselessdry,developeda
fictitiouscompanycalledSafeNightOut,runbyacoupleofcharacterstheyinventedcalledKrisandSandy.As
thetermprogresses,thestudentsfollowedKrisandSandythroughtheirnewstartup.Thestudents(astheir
imaginaryfriends)wereaskedtoadvisethemwiththefeasibilityoftheproject,beforehelpingthemwithcash
flow,profitandlossandbalancesheets.
Concretenessmakesitmucheasierforpeopletounderstandwhatthevision/objectiveit.Tolandamanonthe
moonandreturninghimsafelytotheearthistangibleandclearaboutwhatsuccesslookslike.Toomany
visionstatementsaremeaninglesshotairthattouchesnooneasithasnotangibility.
Ourmemoriesarelikevelcro,withlotsoflittlemetaphoricalhooks.Therealityiswestorethingsindifferentways
(forexampleifyoutrytorecallthesefiveitemsyouwillfindyousearchdifferently:e.gThecapitalofKansasThe
firstlineofHeyJudeRememberingtheMonaLisaRememberingthehouseyougrewupinRememberingthe
definitionoftruth.Thuswestorethingsindifferentplacessomevisually,someaurallyetc.Thusthemore
hooksonecancreatearoundanidea,thegreaterchanceithastobesticky(thinkhoweasyitistorecallasong
versusacreditcardnumbereventhoughonehasmuchmoredata).
In1968,JaneElliott,anelementaryschoolteacherinIowawastryingtoexplaintheassassinationofMartin
LutherKing.Ratherthantalkabouttheconceptofdiscrimination,sheknewshehadtobringittolifetohelpher
youngchildrenreallyunderstandit.Sothenextdayshetoldtheclassthatresearchhadshownthatallchildren
withbrowneyeshavebeenshowntobesuperiortothosewithblueeyesTheyrethebetterpeopleinthis
class.Thenthegroupswereseparated:browneyesweretositatthefrontofclass,blueeyesattheback.The
browneyesweregivenextratimeatbreaksandtoldtheyweremoreintelligent.Theblueeyedkidshadtowear
aspecialcollarandwerenotallowedtomixwiththebrowneyedchildren.Elliottwassurprisedhowquicklythe
classwastransformed:Thirdgradersturnednasty,andfriendshipsdisappeared.Thenextdayshecameinand
saidshewaswrong.Itwastheblueeyedchildrenwhoweresuperior!theblueeyedkidsshoutedwithgleeand
rushedtohandoverthecollarstothebrowneyedchildren.Whenintheinferiorgroup,thechildrendescribed
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themselvesasstupidandbad.Furthermoretherewasacleardifferenceinattainmentsoncegiventheir
respectiveidentities.Inonetesttheytook5.5minutestocompleteandthenextdaywhentheywerethechosen
onestheytookjust2.5minutes.WhenaskedwhytheywerenotasfastthefirstdayonegirlrepliedBecausewe
hadthosecollarson.
Concretenessmakesiteasierasonecanmoreeasilypictureit.WhenHPpitchedtoDisneyparkstobetheirIT
supplier,thendidnottakethemthroughapowerpointpresentation,butinsteadbuilta6,000squarefeet
exhibitionthatfollowedafictitiousfamilythroughavisittothepark(andthewayHPtechnologycouldmake
theirtripmoreenjoyable)i.e.theybroughttolifethebenefits.
WhenJamesGrant,theDirectorofUNICEFvisitedworldleaders,hewouldpulloutapacketwithateaspoonof
saltandeightofsugar(theingredientsoforalrehydrationtherapywhenmixedwithalitreofwater)andsay,
Doyouknowthatthiscostslessthanacupofteaandyetitcansavehundredsofthousandsofchildreninyour
country?
Credible
Inthecynicaluntrustingworldthatwehavecreated,peopleneedtofeeltheycantrustintheseideas.
In1980stwomedicalresearchersinPerthmadeanamazingdiscovery:Ulcersarecausedbybacteria.Noone
believedthem.Theylackedcredibilityastheydidnotcomefromawellknownmedicalresearchestablishment
andtheirpersonalcredentialswerenotstrong(oneofwhomwasstillnotaqualifieddoctor).Ittooktenyears
beforethisviewwasaccepted(finallywinningaNobleprize).
Itishardtoshiftabelief.Rationalargumentsareoftenrejected.However,weknowtherearesomestrong
influencersonbeliefchange.Oneofthemisauthority.Ifwebelieveandtrustaperson(beitfamily,friend,
expertorevencelebrityaslongaswecanbeconvincedoftheirauthenticitywithnohiddenagenda),thenweare
morelikelytobeinfluencedbythem.
Furthermore,weareseducedbydetail.Weassumeifsomeonecandiscusssomethingindetailthenitmustbe
true.
Inamockjuryexperiment,onegroupweregiventhetranscriptofevidencewhichwasfilledoutwithdetailed
descriptionsofirrelevantevents(suchasadescriptionofthetypeoftoothbrushusedbythechildbeforegoingto
bed).Withtheotherset,theywerealsogiventranscriptswheretheothersidestranscripthadbefilledoutwith
irrelevantdetail.Eventhoughthedetailwasirrelevantitdidswaythevotingpatterns.
Thetroublewithnumbersasasourceofcredibilityiswequicklylosesightofitsmeaningaswecantvisualizea
thousand,letaloneamillion.Inthesesituationsitsbesttoresorttoanalogysomethingtheaudiencecanmore
meaningfullyrelateto(cfthepopcornanalogy).
Differentthingshavedifferentlevelsofauthority.ForexampleifoneisgivensecurityclearanceatFortKnox,then
oneisprettymuchclearedeverywhereelse.OrifyouhaveprovidedcateringattheWhiteHouseOtherexamples
includetorturetestscenarios(e.gifonewasabletohandlethelogisticsoftheHarryPottersupplyofbooksacross
Indiaatexactlymidnight)
Finally,personalexperienceisthemostpowerfulwaytoshiftabelief.Wendysrunasuccessfulcampaigncalled
Wheresthebeef?thathighlightedthepaucityofmeatinmanycompetitorsburgers.Youcouldtestityourself.
RonaldReaganaskedonequestion:Areyoubetteroffnowthanyouwerefouryearsago
AfewweeksbeforethestartoftheNBAseason,allthenewRookieswererequiredtoattendaworkshopwhere
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theyweregivenadviceaboutenteringthebigleague(fromhowtodealwithmediatomakingsensible
investments).Intheeveningtheywentdowntothebarandflirtedwiththeprettygirlsthere(whoknewthey
wereintown).Thenextday,thesamegirlswerewheeledintothemeeting.TwoofthemconfessedtobeingHIV
positive.Thishadamoreprofoundeffectonthemthanamerepresentationaboutsafesex.
Emotions
Emotionsareapowerfulinfluencerofthoughtandbehaviour.Italsohelpslockthemessageinmemory.Mother
Theresaoncesaid,IfIlookatthemassIwillneveract.IfIlookattheone,Iwill.
SavetheChildrenranatestoftwocampaigns.OnetalkedaboutproblemsinZambia,Malawi,Angolaand
Ethiopia.Theothercampaignfeaturedjustonesevenyearoldgirl.Thesinglechildraisedtwiceasmuchmoney.
Statisticsmakesusreengagewithourrationalmind,andthusthinklessemotionally.Inanotherexperiment
whenprimedwithlogicthroughaskingamathsquestionsitreducedthesizeoftheircharitabledonations
(versusasecondgroupwhowereaskedtowritedownhowtheyfeltwhentheyheardthewordbaby).
Feelingsinspireaction.Thusforonesmessagetobesticky,onehastohelpmakethemcare.Todrivecareone
needstocreateanassociationbetweensomethingtheydocareaboutandsomethingtheydonot.Selfinterestis
alsoawayofcreatinganemotionalconnection.WIIFM(Whatsinitforme)iskeytospelloutifyouwanttomake
anideastickyforsomeonei.e.donttellpeopleitsthebestseed,tellthemitcreatesthebestlawn(i.e.spellout
thebenefitofthebenefit).
InastudyforGoodyeartyres,peoplewereaskedtovisualizethebenefitstheywouldgetfromsafertyres.This
ledtohigherlevelsofpurchaseintent(astheythemselvesmadethesellverypersonal).
Twoantitobaccocampaignswererunsimultaneously.Onehadtheendline,Think.Dontsmokeandtheother
showedbodybagsbeingdumpedoutsidetheHQofatobaccocompany(basedonthefactsthat1800peopledie
adayfromsmoking).Oneengagedlogic,theotheremotion.Theemotionaladwasrecalledby22%ofteenagers
whilstthelogiccampaignwasonlyrecalledby3%.
Alltoooftenwelosetheheartofanideaintryingtowriteitupinbusinesseze.Itsbettertogetpeopletoexpress
whysomethingissopersonallyimportanttothemandcapturethatemotion.
Story
Storyistheoldestformofstickiness.Weareinnatelysetuptopassinformationonthroughstoryandwestill
useitallthetime.FirefightersandPrinterengineerssharestoriesthatspreadstheirknowledgeandexperiencein
awaythatisentertainingtohearandismoreeasilyrecalled.Storieshelpusconcreteitintoanemotional
experience.Weeffectivelyrelivetheeventinside.Researchhasshownthewhensomeonerelivesastoryintheir
headitretriggersthesameareasofthebrainastheoriginalexperience.
Fedexhasusedthepowerofstoriesinsidetheirorganisationtoinspiresimilarbehaviour(forexample,carrying
packetsbyhandtotheairportduetotrafficjams).LikewiseCostcotalksabouttheirsalmonstories(howthe
companywereabletofindmanywaystodriveimprovedqualityofsalmontoitscustomerswhilstalsobringing
downprices).Thesearevivid,concreteexamplesthathelpdefinewhatsuccesslookslikeinthoseorganisations.
ThestoryofJared(a425lbstudentwholost100lbsbyeatingSubwayeveryday)didmoretoshifttheperceptionof
subwayasunhealthythananycampaigncouldhavedone.ItfollowstheSUCCESsmodelasitssimple(eat
subwayloseweight)Unexpected(healthyfoodfromunhealthyfastfoodchain)Concrete(100lbs,smallerjeans
etc)Credible(lookatthebeforeandafterphotos)EmotionalandStory(Manovercomesbigoddstotriumph).
Thisstoryremindsusthatsometimeswedonotneedtocreatestickinessbutjustfindit.
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Oneofthebeautifulthingsaboutstoryistheyarelessconfrontationalonemetaphoricallywalkssidebyside
withthelistenerratherthanacrossthetable(withasetofpowerpointchartsfulloftablesandstatistics).
InoneexperimentbasedondebatingsocietyatStanford,theaudiencewereaskedtorecallinformationfrom
eachofthetalks.Theyfoundtheonesthatusedstorywererecalledingreaterdetailthanthosethatreliedon
factsanddata(63%Vs5%).Itsdifficulttomakestatisticsstick
Storiesareverygoodatpreventingthecurseofknowledgeastheyforceonetosimplifyanduseconcretelanguage.
Sohowdoyouunstickastickyidea?Inrealityyoucantsoinsteadyouhavetocreateabetter,stickierstoryto
counteractit.ForexamplewhencarswerefirstinventedpeopleweresayingWhywouldyouwanttositontopof
anexplosion?Theydidnottrytoargueagainstit,butactedtheirwayoutofit.Tofightback,theautomobile
companiesranaseriesofreliabilityraceswhichranfrom1895to1912
CRITIQUE
Yearsago,whenIwasatSaatchiswehadaphraseTobringaliveasinglemindedideainacompellingand
unexpectedway.Thistomesumsupwhatastickyideais(andwascreatedwellbeforethisbook)i.etheyhave
veryneatlyreexpressedaconceptthatmostadvertisingpeoplehaveknownforyears.Thatsaid,itsaneasybook
toreadanddoescoversomeinterestinggroundandusesasimplemnemonictomaketheirownideasstick!

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