Made to Stick: Why Some Ideas Survive and Others Die
Don’t mess with Texas: Texans don’t litter.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
APPEAL TO IDENTITY.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
MAKE PEOPLE CARE. The Mother Teresa principle: If I look at the one, I will act.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
The Gap Theory of Curiosity: Highlight a knowledge gap.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
Sticky = understandable, memorable, and effective in changing thought or behavior. SIX PRINCIPLES: SUCCESs. SIMPLE UNEXPECTED CONCRETE CREDIBLE EMOTIONAL STORIES.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
Unexpected ideas, by opening a knowledge gap, tease and flirt. They mark a big red X on something that needs to be discovered but don’t necessarily tell you how to get there.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
It’s no accident that mystery novelists and crossword-puzzle writers give us clues. When we feel that we’re close to the solution of a puzzle, curiosity takes over and propels us to the finish.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
Knowledge gaps create interest. But to prove that the knowledge gaps exist, it may be necessary to highlight some knowledge first.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
This is the Curse of Knowledge. Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has “cursed” us. And it becomes difficult for us to share our knowledge with others, because we can’t readily re-create our listeners’ state of mind.