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why do some ideas Thrive While others Die Why can you recall a random urban legend from 20 years ago but not last week's presentation here's the kicker it's not about intelligence or effort it's about how your ideas are designed
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in the book made to stick with chip and Dan Heath they crack the code on what ideas are Unforgettable transforming the art of communication into a science this book through six simple principles which are Simplicity unexpected Ness concreteness credibility emotion and
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stories give you a toolkit for crafting ideas that break through the noise stick in people's minds and move them to act they also provide you the number one enemy of getting your ideas to stick which is the curse of knowledge the inability to remember what it's like to
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not know something and we've all been there talking in jargon overloading people in facts or wondering why our Brilliance quite frankly fell flat so ready to make your ideas impossible to ignore well then let's get sticky welcome to the good leadership podcast where we explore the stories
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strategies and insights of thought leaders who Inspire us to think differently and Lead better through candid conversations and expert perspectives we dive into the challenges breakthroughs and practical lessons that shape exceptional leadership the first step is Simplicity
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of the success framework that's the S not to be confused with oversimplification Simplicity is about distilling the complex into something digestible like reducing a three-hour director's cut into a Tik Tock that slaps think of the golden rule do unto
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others as you would have them do unto you 10 words Infinite Wisdom yet somehow we all fail to heed this advice the moment we hit rush hour traffic because apparently cutting people off is our love language and it's not just ditching the bad stuff but it's also the good
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stuff so that the great stuff can shine take Southwest Airlines for example their founder herb Keller they're No Nonsense Founders summed up their entire business model with one statement we are the lowf fair Airline that's it no frills no salad just cheap seats and bad
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pretzels now Simplicity isn't just about what you do it's about how you say it journalists nail this concept with the inverted pyramid style lead with the juicy bits they say add fluff later the majority of us however write emails that
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start with I hope this email finds you well followed by 400 words of foreplay before getting to the actual point by the time you're done your reader is already binge watching some Show on Netflix so Pro tip here is don't bury the lead if your message matters it
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doesn't need to be drawn out in a preamble it needs to have that mic drop moment right from the start and of course Simplicity has a mortal enemy and that is feature creep it's the Insidious voice Whispering what if we just add one more thing and suddenly your Sleek idea
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is a bloated mess think about the Palm Pilot team I know I'm dating myself when they were developing the Palm Pilot because they knew the temptation all too well their goal was to create a device to fit into your pocket and do four things calendar contacts memos and tasks
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today's iPhone does a lot more and thankfully so but in order to keep the team on track their leader literally had to carry a block of wood the size of a Palm Pilot and anytime someone pitched a new feature he' state where does this fit as he brought out that piece of wood
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honestly the man deserves a monument another Simplicity superpower is analogies these bad boys take complicated Concepts and wrap them in pop culture references that everyone can understand for example describing a pomelo as a large citrus fruit with
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thick rind and spicy sweet flesh sounds like a farmer dating profile but let's call it a super sized grapefruit and suddenly we all produ Ed that head nod that we get it Hollywood thrives on this trick take movies like speed with keano Reeves and sander Bullock I know once
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again I'm dating myself what's the pitch well the pitch should be something that they already are familiar with so think die hard on a bus boom instantly you know Kiana Reeves explosions and bad guys not some slow paced indie film
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about Grayhound timetables Simplicity sells people keep it short keep it sharp and when when in doubt ask yourself where does it fit principle number two the you in the success framework unexpectedness how do you get your
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audience to actually pay attention and more importantly keep it long enough to make your point in a world where people are more likely to swipe past your life's work than watch a 10-second Tik Tok that is no small task and if you've ever felt the crushing defeat of losing an audience halfway through a
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presentation or perhaps halfway through your sentence then congratulations you're human but don't despair quite yet there's a not so secret weapon that we can use to rescue even the dullest delivery and that's surprise the kind of surprise that makes people blink twice
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sit up and maybe even stop scrolling so step one break the pattern here's the thing humans are wired to tune out anything predictable it's a survival mechanism our brains are lazy Energy Savers predictable equals safe when
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something unexpected happens it's like the emergency override for our brain suddenly we're forced to pay attention think about the last time something caught your attention maybe a co-worker dropped a killer oneliner in a dull meeting or your Barista randomly
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upgraded your coffee to a venti for free whatever it is it stood out because it wasn't what you expected and now it's burned into your memory that's why unexpected ideas stick they interrupt the autopilot mode our brains love so
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much take Nordstrom for example that famous retailer every retailer loves to brag about worldclass customer service but Nordstroms back it up with jaw-dropping stories like the employee who gift wrapped items from another store or the one who ironed a customer
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shirt for a last minute meeting now that's how you get attention and also that's where I can find someone to iron my shirts so surprise gets your audience to look up from their phones but let's be real it won't last long unless you keep them intrigued and that's where curiosity comes into play surprise is
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like that flashy trailer for the movie curiosity is what gets people to buy the ticket so let's talk about the Gap theory of curiosity simply put curiosity happens when we notice a gap between what we know and what we want to know and there's that mental itch that's
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created that you have to scratch the trick is to open the gap before you close it but too often we skipped straight to facts but facts only stick if people already care enough to listen you've got to make them curious make them feel that mental itch first but if
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you want to keep your audience hooked here are some fullprof ways to spark that I need to know feeling first ask a question or pose a puzzle start with a question your audience doesn't know the answer to like why are some people naturally better at negotiation or
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what's that secret ingredient in Coca-Cola success suddenly they're all ears because they have to know two make them jealous of someone else else's knowledge people hate feeling left out of the loop it's why Cliffhangers work so well what happens next find out in
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our next episode your job is to plant that idea that someone else knows something your audience doesn't curiosity will do the rest number three create unresolved situations nothing grips attention quite like an unresolved story elections Championship Games
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murder mysteries they all leave us hanging desperate to know how it and then Number Four challenge their predictions ask your audience to guess an outcome then dangle the answer just Out Of Reach so there you have it the next time you need to grab attention and
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hold on to it for dear life remember surprise them open up a curiosity Gap and let their brains do the rest and oh maybe you know throw in that Nordstrom level story for good measure if nothing else that'll distract them from checking their notifications the third principle
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concreteness how do you make your ideas clear because the more abstract your idea the faster it's going to float away into the abyss of forgotten things why because abstraction is slippery it's like trying to catch a greased watermelon go ahead try it you can't
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concrete ideas on the other hand are sticky they're like velcro hooking our brains with Vivid details think about a proverb such as a bird in the hand is worth two in the bush it's not just a metaphor it's an image you see the bird you feel it in your hand you can even
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imagine that frustration of trying to catch those two elusive Birds now compare that to something abstract like it's better to Value what you have yawn one sticks the other slips right through your mental fingers so if concreteness is so powerful why do we keep slipping
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into abstraction well blame the experts no offense to experts they're great at what they do but here's the thing experts think abstractly because they've spent years building patterns and in sites in their field take chess for example a novice sees a bishop as a
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piece that moves diagonally an expert looks at it as part of a grand strategy naturally experts want to talk about that strategy but the rest of us are still trying to figure out why that horse or the Night Moves In that weird l-shape the lesson speak at your
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audience's level if you want your message to resonate you've got to make it concrete and here's the litmus test if you can experience it with your senses it's concrete a V8 engine concrete high performance abstract a great example of this is what Boeing did
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in the 1960s they set out to build the 727 and their goal was to revolutionize passenger travel but they gave very concrete criteria for what they wanted in this plane they wanted it to seat 131
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passengers fly non-stop from Miami to New York City and land on a short Runway that's concrete every engine knew exactly what they were aiming for compare that to build the best passenger plane in the world the best best how best for whom good luck in building that
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the more tangible and specific your ideas the more they're going to resonate and the more likely they are to inspire action principle four credibility let's face it even the most brilliant ideas Fall flat if nobody believes in them but how do we make our ideas credible well
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we could borrow some Authority or expert someone with frame credentials and hope their reputation does a heavy lifting after all if oer likes it it's got to be good right but what happens when you don't have an expert or a celebrity to back it up that's when we need internal
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credibility the ability to make our ideas as believable on their own so let's dive into four powerful strategies for building credibility that sticks first start with the easy one that's details a person's knowledge of details
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often serves as a proxy for their expert suddenly they're the most credible person in the room details just don't make the person credible they make the idea credible as well imagine someone telling you popcorn is unhealthy okay now imagine a medium bag of movie
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theater popcorn has 37 grams of saturated fat that's more than an entire day's worth of unhealthy eating yikes that lands a little differently doesn't it details bring ideas to life they turn vague claims into tangible truths so if
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you want your message to stick don't skip on the details paint the full picture next statistics they're like kale you know that thing that people hate to eat but it's really good for them the problem is is that stats on their own rarely mean much numbers don't
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stick relationships do next let's move to the Sinatra test you know that song if I can make it there I can make it anywhere the idea is simple one example can be so powerful and so definitive that it establishes credibility all on
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its own take Fort Knox if your security company guards Fort Knox you don't have to list every strip mall and Bank you've ever worked security for Fort Knox says it all similarly if you've catered a White House dinner people will assume you can handle their wedding the Syra
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test works because it's specific and undeniable so if you have one shiny example that screams I know what I'm doing then lead with it and finally let's talk about testable credentials claims so concrete that your audience can verify them for themselves remember
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Wendy's wears the beef campaign they didn't just say their burgers were bigger they implicitly challenged customers to check for themselves they said go to McDonald's look at their burgers then look at ours the difference will be obvious testable credentials are powerful because they invite your
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audience to play the role of investigator it's like saying don't take my word for it see for yourself this transparency builds trust because people feel feel empowered to confirm your claims the next principle emotion the E
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people care about themselves shocking I know but it's also incredibly useful because if you want to make people care about your message you have to start by answering one simple question what's in it for them advertisers have known this for decades legendary adman John CES
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turned self-interest into an art form his headlines were brilliant at promising big benefits with minimal effort such as you can laugh at money worries if you follow this simple plan or give me five days and I'll give you a Magnetic Personality notice the trend
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every single word of these headlines screams this will make your life better and here's the kicker kles didn't waste time talking about features he focused on benefits because as you should know people don't buy quarter-inch drill bits
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they buy quarter inch holes why to hang their kids pictures so it's not the tool that matters it's what the tool does for them so if you're crafting a message don't bury self-interest put it front and center and For the Love of All
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Things sticky don't say people will enjoy a sense of security when they use my product say you will enjoy a sense of security when you use my product now what happens when self-interest isn't enough here's where it gets interesting people sometimes care more about their
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group's identity than their own think about it when we vote we just don't ask what's in it for me we also ask what's in it for people like me whether it's race class religion or even your favorite sports team our group affiliations shape what we care about
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and that's where the magic happens if your message aligns with someone's group identity you've got their attention if it doesn't or goes against their group's values good luck it's like trying to sell tofu to a steakhouse crowd so here's the takeaway if you want to make
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people care figure out their we what group do they identify with what matters to that group and tap into those shared values and your messages will resonate on a much deeper level the final principle in the success framework is stories stories do two things
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exceptionally well they simulate experiences so we don't have to learn the hard way by ourselves and they Inspire us so we become motivated to do something with that knowledge basically they're the original life acts before YouTube tutorials in TED Talks which
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make us feel much smarter than we actually are stories are the user manuals of life but here's the real magic stories don't just teach us how to act they make us want to act and the best ones have three powerful types of plots first the challenge plot this is
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your classic Underdog Story David versus Goliath the 1980 hockey team taking down the Soviets or Jared versus the fast food industry challenge plots make us root for the little guy reminding us that persistence beats the odds they whisper if they can do it well maybe I
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can too and just like that we're inspired to fight our own battles whether it's training for a marathon or just trying to get through Monday without crying into our coffee second type of plot connection plots so while challenge plots are about overcoming obstacles connection plots are about
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overcoming differences think the Good Samaritan Remember the Titans that movie or the iconic Coca-Cola ad back in the 70s where a little boy gives Mean Joe Green a Coke melting that icy exterior
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of a football giant the story remind us that deep down we all crave human connection the third type of plot is the creativity plot so if the challenge plot is about courage and the connection plot is about heart well then the creativity plot is all about brains this is a
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mcgyver level problemsolving magic type plot where someone turns an impossible situation into a win with sheer Ingenuity think Apollo 13 engineer years figuring out how to save those astronauts with duct tape and hope or the movie The Martian where Matt Damon
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survives on Mars these stories Inspire us to approach problems differently to ditch conventional thinking and innovate our ways out of trouble or at least impress people at work so the next time you're crafting a message whether it's a pitch a presentation or just trying to
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get the kids to do their homework think of this success framework s u c c SS first Is My Idea simple second does it surprise three is it concrete next is it
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credible does it have emotional elements and most importantly does it tell a story nail those and congrats you've got yourself a sticky idea and if all else fails just add a story about a kitten rescue that works every time I hope this
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