![]() Speaking concretely is the only way to ensure that our idea means the same thing to everyone in the audience. ![]() This is where most of the business communication goes awry. Concrete: We must present our ideas in term of sensory information.Once our attention is grabbed, sticky ideas refuse to let go, holding our interest by creating in us a need to discover the outcome, to see how things work. Unexpected: The best ideas represent a break from the everyday, the ordinary, the status quo.Simple does not have to mean short (but it helps) what is important is that the single most important thing be highlighted. Simple: Simplicity is achieved when an idea is stripped down to its core, to the most essential elements that make it work.As many of us struggle with how to communicate ideas effectively and how to get our ideas to make a difference, I want to share the principles of successful ideas at work that I got from reading this book.Ĭhip and Dan Heath offer us 6 qualities that make ideas sticky, all wrapped up in a clever acronym: Simple Unexpected Concrete Credible Emotional Stories (SUCCES). Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? One of the most interesting books I read this year is Chip and Dan Heath’s “ Made To Stick” - a fast-paced tour of idea success stories. ![]()
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