Chip and Dan Heath, Made To Stick: Why Some Ideas Take Hold and Others Come Unstuck; Random House; London; 2007.
Your greatest asset is your mind; your greatest advantage is the stickiness of your messaging.
We’re all scientists in one way. We all have theories and hypotheses. We’re all forever testing our latest big idea. You think you know how an idea might turn out, but you can’t be sure. You may well find that you get a different result from the one you anticipated. We all regularly have to revise our idea of how the world works in light of new information.
A successful idea gets to the simple truth – the core message – of a communication. A successful idea, message or product works because people get it.
If you want, or expect, someone to want or buy your ideas you ought to be willing to put in the effort to make it land and stick in the mind of your audience. Take the time to reverse-engineer every idea before you commit and give it a shockingly potent TWIST – The ‘Will It Stick’ Test. We’ve upped Book Rapper’s stickiness; now up yours!
LINK
If you’ve spent years building experience, you may have been in this situation. You're putting…
Recently, I recorded a conversation with Michael Henderson from Cultures At Work. Michael is a…
If you've been following this channel for a while, you'll know the work here has…
There was a period in my work when I knew I was helping people. Clients were…
Something has changed. You can feel it… even if you can't quite name it yet. Work…
You've probably had this experience. You've been doing good work for years. Clients are happy. Projects…