h+e, examples of stickiness
DESCRIPTION
TRANSCRIPT
Sticky Ideas
SimpleUnexpectedConcreteCredibleEmotionStory
PRINCIPLE 1
SIMPLE
PRINCIPLE 2
UNEXPECTED
PRINCIPLE 3
CONCRETE
PRINCIPLE 4
CREDIBLE
PRINCIPLE 5
EMOTIONAL
PRINCIPLE 6
STORIES
© 2008 by Chip and Dan Heath. All rights reserved. Do not replicate without written permission.
Example: Mac and PC
SimpleUnexpectedConcreteCredibleEmotionStory
Example: Anti-bullying PSA, Kidscape
SimpleUnexpectedConcreteCredibleEmotionStory
Example: Extreme Heat, Climate Wisconsin
http://climatewisconsin.org/story/extreme-heat
SimpleUnexpectedConcreteCredibleEmotionStory
Example: The Clock is Ticking, The Girl Effect
SimpleUnexpectedConcreteCredibleEmotionStory
Simple
“Finding the core” means stripping an idea down to its most critical essence… The hard part is weeding out ideas that may be really important but just aren’t the most important idea… [I]t’s about discarding a lot of great insights in order to let the most important insight shine.
Forced prioritization is really painful. Smart people recognize the value of all material. They see nuance, multiple perspectives---and because they fully appreciate the complexities of a situation, they’re often tempted to linger there. The tendency to gravitate toward complexity is perpetually at war with the need to prioritize.
Concrete
Abstraction is the luxuryof the expert.
Unexpected
http://www.streetartutopia.com/?p=5982
“Every piece of design must have a combination of something that’s familiar and something that’s surprising. The familiar gets us in the door, and the surprising keeps us going.”—Brian Collins
Common senseis the enemyof sticky messages.
Okay, it’s sticky. Now what?
Chapters 1-4