Disney Park employees are not ‘staff’, they are ‘cast members’)

Use what’s already there (leverage memory flags to tap into people’s existing schemas).

So how do you make a profound Core idea compact? That’s thesimple we’re after: compact and core. Great, simple ideas have an elegance and a utility that make them function a lot like proverbs.Ĭervante’s definition of ‘proverbs’ echoes out definition of Simple ideas: short sentences ( compact) drawn from long experiences ( core). Simple ideas are Core and Compact, like Proverbs Simple messages are both core and compact. It’s about elegance and prioritization, not dumbing down. Similarly, no sales plan survives contact with the customer, etc.Ī designer of simple ideas should aspire to the goal of knowing how much can be wrung out of an idea before it begins to lose its essence.īasically: Determine the single most important thing.Ī well thought out, simple idea can be amazingly powerful in changing behaviour.

The single, most important thing that we must do tomorrow is _.

If we do nothing else during tomorrow’s mission, we must _.It is recommended officers arrive at the CI by asking two questions: I could spend a lot of time enumerating every specific task, but as soon as people know what the intent is they begin generating their own solutions. Turns out the army nailed this already: CI is a crisp, plain-talk statement that appears at the top of every military order, specifying a plan’s goal. The first step is to find the core of your idea. Oh, and watch out for the villains (see footer). Translate the core using the SUCCESs checklist.There are only two steps in making your ideas sticky: Hearing stories acts like a mental flight simulator, preparing us to respond quickly and effectively. We are wired to feel things for people, not for abstractions. Sticky ideas have to carry their own credentials. Speaking concretely is the only way to ensure that your idea will mean the same thing to everyone in your audience. ConcreteĮxplain your ideas in terms of human actions, in terms of sensory information. Engage people’s curiosity over a long period of time by systematically ‘opening gaps’ in their knowledge - and then filling those gaps. To strip an idea down to its core, you must first know what to exclude. The Six Principles of Stickiness: The SUCCESs TemplateĪlmost all sticky ideas share the same six principles: I. So which ideas stick? Ideas that are (1) understandable, (2) memorable, and (3) effective in changing thought or behaviour.

The ideas most of us traffic in every day are interesting, but not sensational.

Chip dan heath made to stick