Made to Stick: Why Some Ideas Survive and Others Die
Generative metaphors and proverbs both derive their power from a clever substitution: They substitute something easy to think about for something difficult.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
from the perspective of the identity model of decision-making, turning down the popper makes perfect sense. The thought process would be more like this: “I’m a firefighter. You’re offering me a popcorn popper to get me to view a film on safety. But firefighters aren’t the kind of people who need little gifts to motivate us to learn about safety. We
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Challenge plots are inspiring in a defined way. They inspire us by appealing to our perseverance and courage. They make us want to work harder, take on new challenges, overcome obstacles.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
On average, the people who read the statistics contributed $1.14. The people who read about Rokia contributed $2.38—more than twice as much. It seems that most people have something in common with Mother Teresa: When it comes to our hearts, one individual trumps the masses. The researchers believed that the smaller donations for the statistical let
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System 1 + 2
You don’t have to promise riches and sex appeal and magnetic personalities. It may be enough to promise reasonable benefits that people can easily imagine themselves enjoying.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
The surprising lesson of this story: Highly creative ads are more predictable than uncreative ones. It’s like Tolstoy’s quote: “All happy families resemble each other, but each unhappy family is unhappy in its own way.” All creative ads resemble one another, but each loser is uncreative in its own way.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
If you want to spread your ideas to other people, you should work within the confines of the rules that have allowed other ideas to succeed over time. You want to invent new ideas, not new rules.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
In 1994, George Loewenstein, a behavioral economist at Carnegie Mellon University, provided the most comprehensive account of situational interest. It is surprisingly simple. Curiosity, he says, happens when we feel a gap in our knowledge.
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
For an idea to stick, for it to be useful and lasting, it’s got to make the audience: 1. Pay attention 2. Understand and remember it 3. Agree/Believe 4. Care 5. Be able to act on it
Dan Heath • Made to Stick: Why Some Ideas Survive and Others Die
How do we get people to believe our ideas? We’ve got to find a source of credibility to draw on.