The best ideas don’t win because they’re clever. They win because they connect. That’s the big lesson in Made to Stick by Chip and Dan Heath
It’s subtitled “Why some ideas survive and others die” and that’s exactly what you get from the book.
It is chock FULL of ideas and their take on why they ‘stick’ or don’t. They discuss product ideas, advertising ideas, donation campaigns, and much more – giving us lots of case studies to expand our perspectives.
Along the way, they highlight what they see as the key elements for creating an idea that sticks, which spells out “SUCCESs:
Simple
Unexpected
Concrete
Credible
Emotions
Stories
The good news? A sticky idea doesn’t need to have ALL of these aspects, but the more, the better.
Something to which I can vouch for after 30 years in advertising and marketing and now as I coach others to create and pitch ideas.
Many of my clients come into our coaching collaboration searching for storytelling tips and techniques… and yes, those help, just as Dan and Chip tell us. But what I see most leaders overlook is the power of connecting their idea to the audience… that’s the ‘emotions’ aspect in the Heaths’ SUCCESS framework.
That aspect is all about how to make people care. It’s not about tugging on heart strings just to get someone to cry, it’s about finding out what’s important to the audience, to your boss right in front of you, and bringing that forward.
Sure, it’s important to your boss to hit the quarterly KPIs but there’s likely some deeper agenda as well…. what Dan and Chip call an “identity” they’re reaching for.
Maybe your boss wants to be seen as an innovator? Bring them ideas that push the envelope.
Or maybe your boss wants to be seen as disciplined – they get things done – tie your ideas to THAT identity by highlighting how your idea is actionable.
THAT’s way more powerful than JUST the KPIs. You’re connecting to your audience.
And that my friends is presence. And how you can get buy-in without selling out.
So give Made To Stick a read and then let me know what your top takeaways are!
