Made to Stick by Chip Heath summary
by Parker · 13 things on Twos
- Communicate one simple (core + compact) message
- Proverbs are ideal. The golden rule
- Surprise people to get their attention
- What is uncommon sense about your message?
- Interest people by letting them know how they will do things and then fill in the gaps of how they will do things
- Here's what you know. Here's what you're missing. Give people enough context so they care what comes next
- Use stories to explain how it will happen
- Sequencing information is good
- Explain using concrete terms and concepts that you can examine with your senses
- Prove credibility using numbers, studies and testimonials
- Percentages are easier to understand than big numbers
- Make people experience an emotion
- Get people to care by referencing what you're offering with something they already care about (they care about themselves)