She looked frail because she had just received a second lung transplant due to smoking related illness. An example of this was the anti-smoking campaign that used a woman in her late twenties who had smoked since she was 10 years old. One way to gain credibility is by using experts, who can back up your ideas.

For example, Southwest Airlines is guided by Herb Kelleher’s CI - to be the THE low-fare airline. The CI never specifies so much detail that it risks being rendered obsolete by unpredictable events it aligns the behavior of soldiers at all levels without requiring play-by-play instructions from their leaders.

Commander’s Intent is a plain-talk statement that appears at the top of every Army order, specifying the plan’s goal, the desired end-state of an operation. This is a factThe hard part isn’t weeding out unimportant aspects, but it is in pruning the important, but not truly essential aspects - i.e., distilling to the most important idea at the core. Find the core: Determine the single most important thing, being careful not to bury the lead. The goal is to strip an idea to its core without turning it into a silly sound bite. When writing your idea, you shouldn’t get lost in the details, you should prioritize your lead. And it should contain its most essential elements. In journalism, the lead of a story is its first sentence. Chip and Dan Heath are the best marketing professors around, and they’ve translated their academic research into something fun to read. In this book review, we’ll briefly outline the 6 principles to identifying and creating sticky ideas, and explain how to put it together to drive successful marketing strategies. This book is one of those classic pop psychology books. Your ideas need to be sticky and popular. This is a factThe authors highlight that their principles are not a mathematical formula which will guarantee your ideas will stick, but they are proven methods that will increase the likelihood. Made to stick distills years of communication science into an easy-to-remember mnemonic and blueprint for creating sticky ideas. And they’re able to affect people’s opinions and behavior.Īuthors Chip and Dan Heath offer an evidence-led deep-dive into the murky middle section of Malcolm Gladwell’s hit on how hits happen - The Tipping Point - the Stickiness Factor. While other ideas that aren’t as great spread like wildfire. Why do the latter spread so quickly? And why are they so hard to stop? Sticky ideas are easily understood and remembered. In fact, many of them go unnoticed and are never heard of again.

Chip dan heath made to stick