Commander's core message in simple, profound sound bites
•
3 j'aime•447 vues
The document outlines key principles for creating ideas that stick, including keeping messages simple yet profound, unexpected yet interesting, concrete yet believable. It emphasizes using stories, analogies, visuals, and credibility to help people understand, remember, care about, and act upon new ideas.
Recommandé
Contenu connexe
Similaire à Commander's core message in simple, profound sound bites
Similaire à Commander's core message in simple, profound sound bites (8)
Plus de Karen Bennett
Plus de Karen Bennett (20)
Dernier
Dernier (20)
Commander's core message in simple, profound sound bites
- 1. Commander's intent Find the core Don't bury the lead Prioritize Made to Stick: Why Some Ideas Survive Simple = core + compact and Others Die Chip Heath & Dan Heath Simple Sound bites that are profound 2007 Proverbs Visual (Palm Pilot wood block) Share the core Tap into existing schemas (pomelo) Create a high concept pitch ("Die Hard on a bus") Use a generative analogy (Disney's "cast members") Get attention: surprise Unexpected Hold attention: interest Help people understand and remember Concrete Help people coordinate Help people believe Authority SUCCESs External credibility checklist Anti-authority Credible Convincing details Accessible statistics Internal credibility "The Sinatra Test" (If I can make it here...) Testable credentials Make people care Use the power of association Emotional Appeal to self-interest (and not just base self-interest) Appeal to identity Get people to act Stories Stories as simulation (tell people how to act) Stories as inspiration (give people energy to act)