Categorias: Todos - complexity - stories - simplicity - credibility

por Mark Hollander 17 anos atrás

606

"Made To Stick" Chip Heath & Dan Heath

An outline of Chip Heath and Dan Heath's best selling book. You may read, but not modify this map. For questions contact us at www.group8020.com

"Made To Stick" Chip Heath & Dan Heath

Chapter 4 - "Credible"

types of credibility
testable (see for yourself)

challenge people's "intuition"

Which of the following events kill more people?

in US, 50% more deaths from suicide than homicide

9x more deaths from tuberculosis than floods

80x more death from asthma than tornadoes

pp159-160

Ronald Reagan "Are you better off now than you were four years ago?"

external
make things on a human scale
Florida Museum of Natural History example

which of the following animals is more likely to kill you?

Shark

Deer

the deer is 300x more likely to kill you via a collision with your car

Cisco wireless example

figured if they deployed wireless for the employees would cost $500 per year per employee to maintain

investment not a benefit (like medical or dental)

you have to get $501 worth of additional value from each employee each year to pay for it

"if you believe you can increase an employees productivity by one to two minutes a day you've paid back the cost of wireless"

Franklin Covey soccer example

page 144-145

4 out 11 players on the field would know which goal is their own

only 2 out of11 would care

appeals to our schema of soccer rather than numbers or statistics

statistics only show relationships
use vivid details to create internal credibility
add as many sensory dimensions as practical
5000 bb's in a bucket for nuclear disarmament example
Darth Vader Toothbrush example

The Darth Vader toothbrush

nurse spilling mercurochrome on her white uniform when applying the bandage

Chapter 5 - "Emotional"

how to overcome the "Curse of Knowledge" problem
ask "why" or "so what" 3x in a row
Maslow's Hierarchy
Group Interest

"what would someone like me do?

don't mess with Texas example

"What's in it for my group?"

don't forget to appeal to "what would the group do?"

fireman example

fireman offered a film on fire safety. answer was yes. when coupled with an offer for a free popcorn popper or other gift, they were insulted.

"Fireman don't need to be bribed!"

actually, people pursue all these needs pretty much at once
Imagining makes it so
write copy that ask the reader to imagine the end state

Save the Children Example

You can sponsor Rokia, a little girl in Mali, for $30/month." -- ok, uses the Mother Theresa principal.

Better

"imagine yourself as the sponsor of Rokia, a little girl in Mali. You've a got a picture of her on your desk at work, next to your kids' pictures. During the past year, you've traded letters with her three times and you know from the letters that she loves to read and frequently gets annoyed by her little brother. She is excite that next year she'll get to play on the soccer team'

appeal to self-interest
use the word "you" a lot
if you've got self-interest on your side, don't bury it
emphasize benefits over features

people don't buy 1/4" drill bits, they buy 1/4" holes so they can hang their children's pictures

make your headline suggest that here is something they want
the mere act of calculating something reduces ability to feel emotions.

Chapter 6 - "Story"

http://www.amazon.com/Sources-Power-People-

Make-Decisions/dp/0262611465/

3 types of stories
The Creativity Plot
The Connection Plot
The Challenge Plot
uncommon sense
fight the urge to skip the story and jump right to the end and provide the "tips"
Stories are flight-simulators for the brain
puts knowledge into a framework that is more life like and true to our day-to-day experience
velcro theory of memory, the more hooks you provide the better it sticks
provides missing context from abstract prose
event simulation
helps us manage / engage emotions
retrace your steps, much like a programmer debugs code
Powerful is two-fold
inspiration (motivation to act)
simulation (how to act)

Chapter 3 - "Concrete"

makes targets transparent so that everyone understands
Hamburger Helper example

originally 11 different pasta shapes and 30 different flavors

but learned that moms and their kids valued predictability (didn't want kids rejecting something new)

moms struggled to find the flavor/version that their kids would eat on the grocery store shelf -- too many choices

in the end simplified product line, huge cost savings, yet moms were happier.

sales grew 11% in 2005

pp 126-128

Melissa Studzinski, product manager

General Mills

it creates a shared "turf" on which people can collaborate
Boeing 727 example

In the 1960s when Boeing prepared to launch the design of 727 passenger plane it's manages set a global that was deliberately concrete:

the 727 must seat 131 passengers

fly nonstop from Miami to New York City and land on Runway 4-22 at La Guardia (this runway was chosen for its length, less than a mile which was too short for any of the existing passenger jets)

With this concrete goal, Boeing effectively coordinate the actions of thousand of experts in various aspects of engineering or manufacturing.

Imagine if they had set the goal to be "the best passenger plane in the world"

if you can examine something with your senses, it's concrete
use it as the foundation for abstraction
basic principal of understanding something new
abstraction
The curse of knowledge

we forget that other people don't know what we know

is the luxury of the expert
makes it harder to understand an idea, much less remember it

Chapter 2 - "Unexpected"

Benefits of the Unexpected
helps you overcome audience "over confidence"

when you break the gap, you draw them in

ask them to commit to a stance on a core message

well all have it

you avoid the mistake of plodding along one incremental step at a time (which is boring)
creates dramatic glimpses of how things might unfold, and why
creates insights
Mystery

Robert McKee's book

how to get people to care

provide context

if the gap is an "abyss" then fill it in just enough

point out the gap

4. step process

4. Then help them repair and refine their original schema

3. Communicate the core message in a way that breaks the schema along a critical, counter-intuitive dimension

2. Identity what is counter-intuitive (unexpected implications)

1. Identify core message you want to communicate

mystery is created not from an unexpected moment but from the unexpected journey

invite the audience to participate in solving the mystery

you must create a need and desire for closure

describe situation which makes no sense

Schemas are "guessing machines"
when schema fail

Interest

Surprise

to work must be satisfying

must target an aspect of the core message

avoid gimmicks

must be post-predictable

makes us want to find the answer

don't merely summarize

then and only then do you tell people what you want them to know

makes you want an answer

makes you care

create a gap

"The Gap Theory"

you can open a gap by...

mystery

"how will the story turn out?"

"was I right?"

we must first open a gap before closing it with an answer

create messages that break them, and then fix them
"failure to guess right" creates "Surprise" when in turn creates "Interest"
Our brains are wired to detect CHANGE

Chapter 1 - "Simple"

because we fear "over simplifying" we tend to inject feature creep into most projects
complexity or too many choices can
"It may not be rational but it is human"

psychologist Donald Redelman

cause paralysis
overwhelm the individual
cause irrational decisions
concept of SCHEMA
Proverbs are the holy grail of simple
shorter route to the truth
"Jaws on a spaceship"
pointers to familiar concepts and stories
definition: SIMPLE & CONCRETE
think of the value of Parables
Command Intent
Consists of answering 2 questions

"The single most important thing we must do is _____"

"If we accomplish nothing else tomorrow we must.____"

The value is its singularity

Forced prioritization is painful