Vinod Mehra

“By 1990, it had taken 150 years to double all human knowledge. Today it takes only TWO years, and by 2020, knowledge will double Every 72 days”

MADE TO STICKWhy Some ideas survive and others dieby Chip and Dan Heath

Vinod Mehra

6 HOOKS of sticky ideas

1) S simple

2) U unexpected

3) C concrete

4) C credible

5) E emotion

6) S story

7) SUCCES

1. Remember ?2. Pay Attention ?3. Understand ?4. Believe ?5. Care ?6. Take action ?

J FKFB INAT OUP SNA SAI RS

J FKFB INAT OUP SNA SAI RS

JFK FBI NATO UPS NASA IRS

SIMPLE

Objective: REMEMBER Strip the idea to its core Anchor Simplify Prioritize Acronym, Rhyming

: REMEMBER

Rhyming

Woes unite enemiesWoes unite foes

Little strokes will tumble great tress

Little strokes will tumble great oaks

A fault admitted is half redressed

A fault confessed is half redressed

UNEXPECTED

UNEXPECTED

Objective: PAY ATTENTION

Violate peoples expectations Surprise Mystery; Teaser Attention; Interest and curiosity Open gaps& fill PAY ATTENTION

CONCRETE

ONOMATOPOEIA"the formation or use of words such as 'buzz' or 'murmur' that imitate the sounds associated with the objects or actions they refer to."

CONCRETE

ONOMATOPOEIA"the formation or use of words such as 'buzz' or 'murmur' that imitate the sounds associated with the objects or actions they refer to."

CONCRETE

Objective: UNDERSTAND Explain ideas in terms of human

actions Concrete images – Visual UNDERSTAND AND REMEMBER

CREDIBLE

CREDIBLE

Objective: BELIEVEAuthority: Quotes & Actions Internal credibilityStatisticsBELIEVE AND AGREE

EMOTION

EMOTION

Objective: CAREMake them feel somethingCARE

STORY

Objective: ACT ON OUR IDEAS

Tell storiesAny type of StoriesPersonnel StoriesACT ON YOUR IDEAS

6 Hooks

S simple ……………Remember

U unexpected………..Pay Attention

C concrete…………..Understand

C credible……………Believe; Agree

E emotion……………Feel something/Care

S story………………Take Action/Act on your ideas

SUCCES

CURSE OF KNOWLEDGE

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