Learn how to better communicate ideas both internally + externally so that they are understood and carried out properly. This presentation gives a quick overview of the insights found in Chip + Dan Heath’s book Made to Stick.

1. MADE TO STICK:
MAKING GOOD IDEAS BETTER
Insights gleaned from Made to Stick by Chip + Dan Heath

2. § Making ideas more concrete + cohesive
§ Communicating ideas in shorter, more
effective language (whether internal + external)
§ Making ideas “sticky” to your audience
WHAT’S THE BIG IDEA?

3. 3
WHAT MAKES AN IDEA
STICK?

4. 4
ü Pays Attention
ü Understands
ü Remembers
ü Cares/Believes
ü Is Able to Act
IDEAS STICK BECAUSE THE AUDIENCE:

5. 5
A FEW SIMPLE RULES

6. 6
Find
the
CORE
KEEP IT SIMPLE
DON’T
dumb it down

7. 7
USE YOUR UNCOMMON SENSE
FIGHT THE CURSE OF KNOWLEDGE
Anticipate what your audience
will ask or get hung up on
Answer questions as though
You’re learning it for the first time
Make it
apply to them
Be proactive

8. 8
How do you make it relate to your audience?
MEMORY HOOKS:
§ Appeal to the senses (how a watermelon tastes)
§ Appeal to the emotions (your childhood memories)
§ Make it concrete (really, really concrete)
The more hooks, the more memorable an idea will be.
FIGHT THE CURSE OF KNOWLEDGE

9. 9
Who can speak to your message?
How can you enhance credibility for this person?
How can you make their message concrete?
Example:
1) The NBA lectures new players on the dangers of HIV/AIDS
2) The NBA hires women to flirt with players one night, leave +
come to a staff meeting the next morning wherein they tell the
players they are HIV positive.
CREDIBLE MESSAGING

10. 10
They listened.
They understood.
They care.
Now what?
GIVE YOUR AUDIENCE A WAY TO ACT UPON
WHAT THEY HAVE JUST LEARNED.
MAKE IDEA ACTIONABLE

11. THANK YOU