Made to Stick,Chip & Dan HEATH

Anyone of us has talked and wanted people to hear,but nobody was there to receive our message.This books is like a guide to avoid those situations.How can this be avoided?Chip and Dan Heath give share some basic principles:

1: SIMPLICITY – How do we find the essential core of our ideas? – Find the core of your idea. This isn’t done by ‘dumbing it down’; this is done by finding what is essential to your message.

2: UNEXPECTEDNESS – 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 peoples attention. Attract it. Hold it. How? Through surprise. Break people’s ‘guessing machine’ and then repair it.We need to violate people’s expectations. We need to be counterintuitive.

3: CONCRETENESS – How do we make our ideas clear? – Concrete is memorable. Abstract is not.We must explain our ideas in terms of human actions, in terms of sensory information. This is where so much business communication goes awry. Mission statements, synergies, strategies, visions — they are often ambiguous to the point of being meaningless. Naturally sticky ideas are full of concrete images — ice-filled bathtubs, apples with razors — because our brains are wired to remember concrete data.

4: CREDIBILITY – How do we make people believe our ideas? – Help people believe. Honesty and trustworthiness should be glorified. Use authorities and anti-authorities. Vivid details boost credibility. If possible, use statistics that generate a human context.
5: EMOTIONS – How do we get people to care about our ideas? – We make them feel something. Make people care. Associate ideas with emotions that already exist in others.Research shows that people are more likely to make a charitable gift to a single needy individual than to an entire impoverished region.

6: STORIES – How do we get people to act on our ideas? Made to stick shows that mentally rehearsing a situation helps us perform better when we encounter that situation in the physical environment. Similarly, hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively. Get people to act. Use stories as stimulation.