A reading sharing and discussion based on the book "Made to Stick".

1. +
Made to Stick

2. +
Practice 1 –Find the Core Idea
 The story:
 “Kenneth L. Peters, the principal of Beverly Hills High School,
announced today that the entire high school faculty will travel to
Sacramento next Thursday for a colloquium in new teaching
methods. Among the speakers will be anthropologist Margaret
Mead, college president Robert Maynard Hutchins and California
governor Edmund ‘Pat’ Brown.
 Where is the story being published? Student newspaper
 What is the lead in this article?
There is no school next Thursday!

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Learning from this exercise
 Who are you pitching this story to? Your audience
 Why is this story important to them? Find the Core
 Next Step: make and pitch the idea that sticks

4. +
A Successful Story Telling about
Movie Popcorn
 How to communicate the dangers of movie popcorn to
unsuspecting movie goers
 Recommended daily diet of saturated fat: 20 grams
 A big bag of popcorn: 37 grams
 The message CPSI presented in 9/27, 1992:
 “A medium-sized butter popcorn at a typical neighborhood movie
theater contains more artery clogging fat than a bacon-and-eggs
breakfast, a Big Mac and fries for lunch, and a steak dinner with all
the trimmings combined”.

5. +
Learning from this Case
 S: simple –find the core and make it compact
 U: unexpected –get attention through surprise and hold
attention through finding the interests to your audience
 C: concrete –help your audience understand and remember
 C: credible –help people believe
 E: emotional –make people care through power of association,
and appealing to self-identity
 S: story –story as simulation and inspiration, and get people to
act

6. +
In conclusion
 Find the core message and deliver it in a way that help people
pay attention, understand and remember, believe and agree,
and then care and act.
 The SUCCES checklist is to help you evaluate your story and
avoid curse of knowledge.

7. +
Close with Product Stories
 Jeff Hawkins, the Palm Pilot team’s leader with a wooden block
the size of the Palm
 Ibuka’s a “pocketable radio”.
 J.F.K’s “put a man on the moon and return him safely by the end of
the decade”.
 Jerry Kaplan uses a notebook to pitch a business idea to Kleiner
Perkins –
I believe that a new type of computer, more like a notebook than
typewriter, and operated by a pen rather than a keyboard, will
serve the needs of professionals like ourselves when we are away
from our desk. We will use them to take notes, send and receive
messages through cellular telephone links, look up addresses,
phone numbers, price lists and inventories; do spreadsheet
calculations; and fill out order form.