+

Made to Stick

+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!

+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

+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”.

+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

+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.

+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 KleinerPerkins –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.