I’m not ordinarily one to quote other people’s work, but some of the ideas in this book are blowing my mind. These principles apply to everything we do in our Wichita marketing efforts. The book is also very well written, which is a compliment I don’t pay lightly.
Six Principles of Sticky Ideas
(Excerpted with the authors’ permission from “Made to Stick, Why Some Ideas Survive and Others Die,” copyright 2007 by Chip Heath and Dan Heath)
PRINCIPLE 1: SIMPLICITY
How do we find the essential core of our ideas? A successful defense lawyer says, "If you argue ten points, even if each is a good point, when they get back to the jury room they won't remember any." To strip an idea down to its core, we must be masters of exclusion. We must relentlessly prioritize.
PRINCIPLE 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? We need to violate people's expectations. We need to be counterintuitive. But surprise doesn't last. For our idea to endure, we must generate interest and curiosity. We can engage people's curiosity over a long period of time by systematically "opening gaps" in their knowledge—and then filling those gaps.
PRINCIPLE 3: CONCRETENESS
How do we make our ideas clear? 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.
PRINCIPLE 4: CREDIBILITY
How do we make people believe our ideas? When the former surgeon general C. Everett Koop talks about a public-health issue, most people accept his ideas without skepticism. But in most day-to-day situations we don't enjoy this authority. Sticky ideas have to carry their own credentials. We need ways to help people test our ideas for themselves—a "try before you buy" philosophy for the world of ideas.
PRINCIPLE 5: EMOTIONS
How do we get people to care about our ideas? We make them feel something. Research shows that people are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. We are wired to feel things for people, not for abstractions. Sometimes the hard part is finding the right emotion to harness. For instance, it's difficult to get teenagers to quit smoking by instilling in them a fear of the consequences, but it's easier to get them to quit by tapping into their resentment of the duplicity of Big Tobacco.
PRINCIPLE 6: STORIES
How do we get people to act on our ideas? We tell stories. Firefighters naturally swap stories after every fire, and by doing so they multiply their experience; after years of hearing stories, they have a richer, more complete mental catalog of critical situations they might confront during a fire and the appropriate responses to those situations. Research 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.
To summarize, here's our checklist for creating a successful idea: a Simple Unexpected Concrete Credentialed Emotional Story. A clever observer will note that this sentence can be compacted into the acronym SUCCESs. This is sheer coincidence, of course. (Okay, we admit, SUCCESs is a little corny. We could have changed "Simple" to "Core" and reordered a few letters. But, you have to admit, CCUCES is less memorable.)
On behalf of all Wichita marketing professionals, thanks, Chip and Dan.
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