Chip Heath Made to Stick
Summary
TLDRこのスクリプトは、ビジネス文脈でのメッセージの伝達の難しさと、アイデアが定着し、長期的な変化をもたらす方法について説明しています。話者は、シンプルで意外性のある具体的なアイデアがどのように人々の行動に影響を与えるかを例を挙げて説明し、伝統的なビジネスの抽象的なコミュニケーションとは対照的なアプローチを提案しています。また、ストーリーテリングの力と、それを通じて人々の行動を変える方法についても強調しています。
Takeaways
- 🗣️ 伝えたいメッセージが愛する人々に届くわけではない。ビジネスコンテキストでは、アイデアが理解され、長期にわたって存続し、行動や思考に変化をもたらす必要がある。
- 📈 売上の重要な決定は、プレゼンテーションが終了した瞬間やコールが終了した瞬間でなされるわけではない。情報は、人々が必要な時に記憶に残っている必要がある。
- 🚀 良いアイデアが常に「Sticky」(粘りのある)アイデアになるわけではない。しかし、John F Kennedyが1961年に提案した「月面探査」は、粘りのあるアイデアであり、多くの人々を10年間を超えて動員した。
- 📚 研究によると、粘りのあるアイデアはシンプルで、意外性があり、具体的なイメージを呼び起こし、信頼性があり、感情を引き起こし、物語の形式をとるものである。
- 🎬 シンプルなアイデアは、人々がそのアイデアに基づいて意思決定をすることができるようにする。例えば、映画「スピード」のシンプルなコンセプトは、意思決定を容易にする。
- 🤔 意外性は、人々がアイデアに注意を払うようにする。例えば、10%の脳しか使っていないという噂は、意外性があり、人々の興味を引きつける。
- 🎯 具体的なアイデアは、人々がイメージを形成できるものである。例えば、月面探査の成功は、人々が成功をイメージし、具体的な目標を描くことができた。
- 🔍 信頼性は、アイデアが信じられるようにする。例えば、若いカリスマ的な大統領が提案した月面探査は、信頼性があり、リソースを背後にある。
- 💖 感情を引き起こすアイデアは、人々の欲求や希望に訴える。月面探査は、新しいフロンティアに向かう欲求や、ソ連を競い抜く欲求を引き起こした。
- 📖 ストーリーは、アイデアを伝える力を持つ。例えば、Nordstromの顧客サービスの物語は、具体的な行動を示し、従業員に影響を与える。
- 🚫 知識の呪い(Curse of Knowledge)は、専門家が自分の知識を伝えることが困難になる現象である。これは、粘りのあるアイデアを創出する際の障壁となる。
Q & A
どのような要素がアイデアが「stick」する、つまり長期的に影響を与える力を持つために必要ないるのか?
-アイデアが「stick」するためには、シンプルさ、意外性、具体性、信頼性、感情、そしてストーリーの6つの要素が必要である。
「You only use 10% of your brain」という都市伝説はなぜ広まったのか?
-この都市伝説は、人々の注意を引き、驚くべき内容であるため広まった。それが真実であった場合、脳の損傷を恐れる必要がなくなる点が、人々の興味を引き続けた。
「Heart Attack Grill」というレストランはどのようにして市場から差別化されたのか?
-「Heart Attack Grill」は、一般的ではないメニューアイテムや、健康的な食生活に反するコンセプトで市場から差別化された。彼らは、一般的に健康的な食事を求める現代のトレンドに逆らって、高カロリーのメニューを提供している。
「made to stick」の本のカバーに何が書かれているか?
-「made to stick」の本のカバーには、DUCT TAPEが書かれている。これは、本のテーマである「stickiness」を象徴する言葉であり、DUCT TAPEが貼り付けられないことの逆説的なアイデアを示している。
「stick」するアイデアが成功するためには、どのようなプロセスが必要なのか?
-「stick」するアイデアが成功するためには、シンプルさ、具体性、感情、ストーリーなどの要素をアイデアに組み込むことが必要である。これらの要素は、人々がアイデアを理解し、記憶し、行動に移すことを助ける。
「stick」するアイデアが持つ6つの要素を挙げてください。
-「stick」するアイデアが持つ6つの要素は、シンプル(Simple)、意外性(Unexpected)、具体性(Concrete)、信頼性(Credible)、感情(Emotional)、ストーリー(Story)である。
「stick」するアイデアと「stick」しないアイデアの違いは何ですか?
-「stick」するアイデアは、人々が長期的に記憶し、行動に影響を与える力を持つ。一方、「stick」しないアイデアは、短期的な印象しか与えず、人々が忘れてしまう。
「stick」するアイデアを作る際に、なぜ「シンプルさ」が重要であるのか?
-「シンプルさ」は、人々がアイデアを理解し、記憶しやすくするために必要な要素である。複雑な情報をシンプルにすることで、人々がアイデアを捉え、行動に移すことができる。
「stick」するアイデアが持つ「ストーリー」の要素の役割は何ですか?
-「ストーリー」の要素は、アイデアをより感情的で、具体的な形で伝えることで、人々がアイデアをより深く理解し、記憶するのを助ける。ストーリーは、人々の興味を引き、アイデアをより強力に伝える手段となる。
「stick」するアイデアを作る際に、どのようにして「具体性」を確保するのか?
-「具体性」を確保するためには、抽象的な概念や言葉を避け、具体的なイメージや状況を用いてアイデアを説明することが重要である。これにより、人々がアイデアを視覚的にイメージし、記憶しやすくなります。
「stick」するアイデアが持つ「感情」の要素の重要性は何ですか?
-「感情」の要素は、アイデアが人々の心に深く刻まれるようにする。感情を引き起こすアイデアは、人々の行動をより効果的に変える力を持つ。
Outlines
🗣️ 沟通的艺术与挑战
段落1讨论了在个人和商业环境中传达信息的复杂性。强调了让想法在人们心中留下印象的重要性,以及在关键时刻影响他们的思考和行为。通过销售和酒店管理的例子,说明了信息传递的挑战,以及如何让信息在正确的时间点产生影响。
💡 创意的粘性
段落2探讨了哪些想法能够持久并改变行为。通过比较都市传说和商业策略,作者提出了“粘性想法”的概念,并强调了简单、意外、具体、可信、情感化和故事化这六个特质。以肯尼迪总统的登月计划为例,展示了一个成功的想法如何具备这些特质。
📉 简化复杂性
段落3讨论了如何将复杂的想法简化,以便更容易传达和理解。通过好莱坞电影制作人的高概念推销技巧,说明了如何通过简化核心信息来吸引注意力。同时,提出了在商业环境中简化信息的重要性,以及如何通过具体的例子来实现这一目标。
😲 意外的力量
段落4强调了意外性在吸引注意力和让想法更具吸引力方面的作用。通过打破常规和提供意想不到的信息,可以有效地吸引听众的注意。举例说明了在酒店业和快餐业中如何通过打破常规来吸引顾客。
🎯 具体化的力量
段落5讨论了具体化在沟通中的重要性。通过具体的例子和故事,人们可以更好地理解和记住信息。举例说明了在商业和医疗领域中,如何通过具体化来提高信息的传达效果和行动的激发。
💖 情感与行动
段落6探讨了情感在激发行动中的作用。通过提供希望和积极情绪,可以更有效地激励人们。举例说明了在忠诚度计划和酒店业中,如何通过情感化的信息来提高顾客的参与度和忠诚度。
📖 故事的力量
段落7强调了故事在沟通中的重要性。故事可以作为大脑的飞行模拟器,帮助人们在心理上模拟和练习行动。通过讲述具体的故事,可以更有效地传达信息并激发行动。举例说明了在酒店业中,如何通过讲述员工的故事来提升服务质量。
🚀 克服知识的诅咒
段落8讨论了专家如何克服“知识的诅咒”,即难以理解非专家的视角。强调了在沟通中使用简单、具体和故事化的方法,可以帮助专家更好地与非专家沟通。通过实际例子,说明了如何通过这些方法来提高信息的传达效果。
🌟 粘性想法的传播
段落9总结了如何让想法具有粘性,即如何让想法在人们心中留下深刻印象并激发行动。通过回顾前面提到的六个原则,强调了简单、意外、具体、可信、情感化和故事化的重要性,并鼓励听众将这些原则应用于自己的沟通中。
🎉 实现想法的粘性
段落10强调了实现想法粘性的重要性,并鼓励听众将这些原则应用于实际工作中。通过回顾约翰·肯尼迪的登月计划,说明了即使没有个人魅力,也可以通过遵循这些原则来成功传达想法。
Mindmap
Keywords
💡メッセージの伝達
💡スティッキーアイデア (Sticky Idea)
💡シンプルさ (Simplicity)
💡意外性 (Unexpectedness)
💡具体性 (Concreteness)
💡信頼性 (Credibility)
💡感情 (Emotional)
💡物語 (Stories)
💡知識の呪い (Curse of Knowledge)
💡アクションの傾向 (Action Tendency)
Highlights
The importance of making ideas stick in a business context is emphasized, especially when the decision-making moment is not immediate.
The challenge of ensuring a message persists over time and influences behavior is discussed, particularly in sales and customer service roles.
The concept of 'sticky ideas' is introduced, which are ideas that persist, change behavior, and are remembered over time.
Urban legends and myths are used as examples of sticky ideas that spread without any formal promotion.
The story of John F. Kennedy's moon landing goal is highlighted as a successful sticky idea that inspired action across multiple organizations.
The six traits of sticky ideas are outlined: simplicity, unexpectedness, concreteness, credibility, emotional appeal, and storytelling.
The importance of simplicity in ideas is stressed, as too much complexity can lead to messages being forgotten or ignored.
Unexpected ideas capture attention, and the speaker suggests breaking patterns to create surprise.
Concrete ideas are more effective because they create a mental image and are easier to understand and remember.
Credibility is crucial for ideas to be accepted and acted upon, and it can be established through authority or evidence.
Emotional ideas resonate more with people and are more likely to influence behavior and decision-making.
Stories are a powerful form of communication that can make ideas more memorable and actionable.
The 'curse of knowledge' is identified as a barrier to effective communication, where experts struggle to convey ideas in a simple, understandable way.
The speaker encourages using the principles of success (SUCCESs) to create sticky ideas and overcome the curse of knowledge.
The importance of storytelling in business is emphasized, as it helps employees understand and internalize the desired behaviors and actions.
The speaker provides practical examples of how to apply the principles of sticky ideas in a hotel business context.
The speaker suggests that making ideas stick is not about personal charisma but about effectively communicating ideas using the right principles.
Transcripts
with the people that we love most we
don't always get the messages across
that we want to get them but it becomes
even more complicated when we start
thinking about in a business context the
requirements for an idea to stick in
that it's going to be understood when
people hear it that it's going to
persist over time and it's going to
change something about how they think or
how they act and so if you look for a
moment at the complications that we have
if you're the director of sales for your
organization it's rarely the case that
the critical customer decision is going
to be made the moment that the
PowerPoint presentation is done
the moment that the sales call is done
and so in order for your decision your
information to make a decision change
that decision you've got to be in a
position to have your message stick with
that person a week later a month later
at the critical time when they think
that's the time I need to schedule my
event at Embassy Suites if you're the
general manager of your hotel the
critical customer moment is never going
to happen when you're in the room when
you're looking over that person's
shoulder and so in order to make a
message stick about the cultural change
that you're trying to create at your
hotel that message better persist over
time and there's an even higher standard
in that in order for your ideas to make
a difference they have to cross
boundaries there are lots of important
ideas that you have and you talk about
within the context of your top
leadership team but they have to cross
the boundaries to the people at the
front line of your hotel that are
delivering the service and there's an
even bigger boundary that your ideas
have to cross between all of you inside
of your hotels and the customers our
clients on the outside now especially in
a recession environment I know that that
can be a depressing thought
but I'm not here to depress you and so I
want to convince you that it is possible
to make your ideas stick to make your
ideas make a difference to have them
persist over time and let's start with
some ideas some really kind of quirky
interesting ideas that have stuck here's
one how many of you have heard this idea
you only use 10% of your brain go ahead
and raise your hand let's take a market
share wow that looks like it has a
market share north of 95 percent in this
very distinguished audience and this is
a completely bogus ludicrous
idea right if this were true it would
certainly take the fear out of brain
injury you could lose a whole hemisphere
and not disturb your ability to do
Sudoku on the plane going home here's
another idea
I just ran across this one recently this
is a room key card and I understand that
you guys deal with the room or a false
rumor about the information that is
encoded on this have you guys run into
that some of you have so according to
this rumor you encode my credit card
information on the back of this key room
key why do you do that I mean I've also
heard variations of the rumor that you
encode my facebook passbook Facebook
password on the back of this this key
card right now that's a completely
ludicrous idea but it leads to some
changes in behavior on the part of your
customer so you get fewer of these
things back then you would have ormally
because people are trying to protect
their credit card information here's our
the third that I want to present to you
of an idea that is stuck and you want to
talk about an idea that changes behavior
this is one that changes behavior here
it is how many of you've heard a story
about a guy traveling on business
accepts the drink from an attractive
stranger and winds up in a bathtub full
of ice go ahead and raise your hand on
that it looks like that one has a
smaller market share about 30% in this
audience so I'm going to tell it to the
rest of you that haven't heard it if you
were on a college campus by the way the
market share of this idea would be north
of 80 percent all right so here's the
story man traveling on business walks
into a hotel bar one night accepts a
drink from an attractive stranger the
next thing he remembers he wakes up he's
disoriented he's groggy he's in pain
he's in a bathtub full of ice his body's
shivering and as his eyes come into
focus it's a little bit blurry but his
eyes come into focus and there's a note
on the front of the bathtub saying call
9-1-1 and there beside the bathtub is a
cell phone and so it reaches over and
grabs the cell phone holds it to his ear
dolls 9-1-1 and starts describing his
situation to the operator who is weirdly
unfazed by the strange turn of event
the operator says sir I want you to
reach back behind your back and see if
there's a tube protruding from your
lower back so the guy reaches back
gingerly and confirms that yes sure
enough there is a tube protruding from
his lower back the operator says sir I'm
sorry to say this but there's a gang of
organ thieves that has been operating in
our city and one of your kidneys has
been harvested but don't worry the
paramedics are on their way now that is
an utterly terrifying story and it's
completely untrue nobody has ever woken
up in a bathtub full of ice with one of
their kidneys missing but talk about an
idea that would change your behavior all
right think of the last think of the
last memo that you read at work think of
the last news story that you saw in the
media about a political program now
those ideas are pretty unlikely to
change your behavior six months from now
but I guarantee you that after hearing
that story one time if six months from
now a stranger at a bar sends you a
drink
you're gonna think twice and it's
especially ironic that that story is
rampant on college campuses these days
because I've heard versions of that
story and talk about something crosses
barriers I've heard versions of the
story in the United States and from
college students in Singapore and from
college students and France and that's a
tragedy because if there's one time in
your life when you should be accepting
drinks from attractive strangers it's
when you're in college
that's a good thing even it happens
never happened to me but it would have
been a good thing if it had alright now
I start with these silly dumb bogus
ideas because I want to point out that
there are ideas that circulate around in
the natural environment that don't have
a lot of the advantages that your ideas
have so I'm going to show you some of
the advantages of your ideas urban
legends don't have advertising programs
of any kind
there's no ad money behind the kidney
theft urban legend
they don't have newsletters they don't
have budgets and they don't have make a
difference videos which by the way is
great that's some of the best training
material that I've seen but they don't
have videos they don't have letters from
the general manager your ideas start out
with an advantage in your environment
but if we think about all of the good
ideas that we have in the world all the
good ideas that that we have in politics
floating around all the good ideas that
are floating around in your organization
those ideas don't always become sticky
ideas so what would a good sticky idea
about a true and Noble and useful idea
look like well John F Kennedy in 1961
proposed that our nation put a man on
the moon and return him safely within
the course of the decade now that was a
sticky idea talk about something that
crosses boundaries that organize the
efforts of thousands of people across
dozens of organizations public and
private for the better course of a
decade I grew up in Houston Texas my
father worked for IBM he did some of the
programming on the original Gemini
missions my dad didn't think of himself
as working for IBM he thought of himself
as helping put a man on the moon and
even better there was an accountant who
lived down the street from us he worked
for Rockwell International they make
parts of the Saturn 5 rocket bodies and
the accountant thought of himself as
helping put a man on the moon
now folks when you get the accountants
with your messages you know you're onto
something
that's remarkable and if you think about
that idea that was a true and Noble and
useful idea like the kinds that you guys
deal with on a day to day basis and that
idea John F Kennedy made his idea stick
and what I found in doing the research
for the book made to stick I worked with
my brother Dan he's 10 years younger so
I was a bit of a family bonding
experience and we looked at sticky ideas
from all kinds of domains of life
ranging from urban nations like the
kidney theft legend to corporate
strategies that affect the behavior of
frontline employees to marketing
campaigns that work to public health
messages that convinced junior high kids
not to start smoking and what we kept
seeing were the same traits coming up
over and over again and we wrote about
those in our book made to stick and I
put a picture up there of the cover of
our book because we think and I are
insanely proud of the duct tape on the
cover of our book we had long arguments
with our publishing house because they
wanted to put scotch tape or post-it
notes they kept coming over the cover
designs with those things and we had to
sit them down at one point and explain
look post-it notes are designed not to
stick that's the opposite of the kind of
ideas that we want and so what we found
in made to stick is that we found six
traits of sticky ideas they're simple
unexpected concrete credible emotional
and mini come in the form of stories and
the Scrabble players will note that
there's an acronym as success without
the final ass so those six traits kept
coming up over and over again and let's
talk through those briefly in the
context of a man on the moon in the
decade to give you a sense of what
they're like that was a simple idea I
could understand it as a kid growing up
in Houston Texas it was an unexpected
idea unexpected ideas get your attention
even in a crowded environment and john f
kennedy's idea was unexpected enough
that that it seemed like science fiction
at the time i mean the moon is a long
way up the air is thin how are you gonna
put a man on the moon and that rivets
your attention to an idea it was a
concrete idea concrete ideas or things
that you can picture in your mind the
produce of visual and john f kennedy's
idea everyone watching the space program
everyone involved in the space program
could picture success in exactly the
same way now that's a challenge for all
of us because we have lots of great
ideas in our organizations but it's not
always easy to say that people would
picture six
in exactly the same way it was a
credible idea with the success back up
for a second
credible idea coming out of the mouth of
a charismatic young president who was
willing to put resources behind it it
was an emotional idea it appealed to our
desire to reach the next frontier it
appealed to our desire to beat the
Soviet Union at the space race and it
was a story in miniature there was a
story about accepting a challenge taking
a journey and returning from so john f
kennedy's idea scores pretty much six
out of six on the success framework and
i don't want to argue that your idea has
to score six out of six but i do want to
suggest that your ideas are going to be
more successful if you have four of
these properties than if you have two of
these properties if you have two of
these properties that they have zero of
them so the process of making your
messages to your employees to your
customers to the people that you're
calling on in a sales call the process
of making your ideas sticky idea is a
process of building these ideas these
traits into your idea and so let's start
with the hardest one simplicity there's
a famous trial lawyer that's done
something unusual for all of us in the
business context he's collected data
about every message that he's ever put
out into the world so after every trial
he sends an associate to contact as many
jurors as possible and the research
associate interviews the juror and says
of all the arguments of all the facts
that were presented in the courtroom
which one influenced your decisions what
affected the jury's deliberations when
he went back to the jury room and what
this lawyer is found he says if I walk
into the courtroom and I have ten good
arguments even if every one of them
individually is a great blockbuster
argument by the time the jurors get back
to the jury room they don't remember
anything so he says something I think
this is really important he says if you
say ten things you say nothing now
that's a sobering message because we
have way more than ten things that we
want to say about the the current
economic climate and how we ought to all
be acting we have way more than ten
things that we want to say about our
brand and what makes us a great hotel
but simplicity is about a process of
prioritizing and simplicity is about
being as effective as you can be
and taking out the the second and the
third most important things and making
sure you don't say them until you say
the first most important thing now how
would you take a complex idea and get it
across fairly simply well here we can
take advice from Hollywood movie
producers because they have something
cut that called
high concept pitches and very often 100
million-dollar movies are pitched and
produced based on a very simple core
idea that captures the essence of a
movie now all of you have a lot of
experience with Hollywood so I'm going
to give you a little pop quiz here I'm
gonna give you a high concept pitch and
you're gonna tell me what movie is
associated with that high concept pitch
are you ready here it is
die hard on a bus speed pretty good
sorry and Keanu Reeves alright you're
doing the movie die hard on the bus
that's a fairly simple boiled down
condensed message but I want to suggest
that the test of a good simple idea is
can you make decisions based on that
idea can you take the right action so
here's a decision you might have to make
the finance person from the studio comes
to you and says we're in an economic
downturn we've got to make some cutbacks
I wanted to talk to you about this line
item for special effects that's a really
large line on can we cut down the
special effects budget for speed and you
say no we're doing die hard on the bus
okay what would die hard be without
explosions things blowing up right let's
talk catering catering we can talk about
here's the second decision that you
might want to make marketing person
comes to you and says we have to release
dates available for speed one is a
summer release date and the other is
this nice holiday season December
Christmas Hanukkah kind of release date
which do you choose
summer your marketing decision is made
for you right this is a summer movie you
want the kids to be out from school it's
not a warm family holiday season kind of
thing right final decision is an HR
decision because HR decisions are always
the toughest your HR person comes to you
in their head it's hanging down they say
I'm sorry I just got off the phone with
Bruce Willis's agent and Bruce is not
available to do the movie
and you commiserate first a few seconds
and then your HR person says but I think
I can get Keanu Reaves
and you say I hear some yeses they tend
to be higher pitched yeses than the the
nose in the crowd and and there we could
have an interesting discussion we could
have an interesting debate about whether
Keanu Reeves is the right leading man
for die hard on a bus and I think on the
positive side it can Teresa is a
good-looking guy I mean if he bucked up
a little bit then some weight lifting he
might be a good leading man but the
problem is every time he opens his mouth
he sounds like surfer dude California
which is not exactly the action-hero
thing and so and I think this is
actually how the discussion went for for
die-hard on the bus because what they'd
ended up doing is they ended up hiring
Keanu Reeves and riding out all of his
speaking lines so he could just look
good on screen and active and manly
right but he didn't have to talk during
the movie so that's the advantage of a
high concept pitch and that's the
advantage of the right kind of simple
ideas you can't always be in the room
when you're customers making the
decision when your employees are making
the decision but if you have the right
simple message they ought to be able to
make the decision for you they only give
you a couple of other examples of high
concept pitches just to show that this
is not just a Hollywood thing here's a
high concept pitch for a business
blockbuster by mail without late fees
Netflix right as a customer do you want
to be a part of that blockbuster I
always liked by mail sounds more
convenient and I hate the late fees and
in blockbuster that's a great idea for a
business final example and this is from
tourism this is the flag of Quebec City
in Canada and they've recently had a
little high concept pitch about why you
might want to visit Quebec City in
Canada and here it is we're like France
without the attitude
that's the advantage of a high concept
pitch your roll if you want to get your
ideas to stick is to find the core
essence find the simple message find
your high concept second principle of
sticky ideas is that they get our
attention they're unexpected unexpected
ideas surprises enough that it stops to
us in our tracks and makes us pay
attention to an unexpected idea you only
use 10% of your brain I can't think of
any reason that idea circulates and by
the way folklore is to trace that idea
as far back as a discussion of the 1924
World's Fair that's an idea that has
been circulating for over 80 years
without advertising dollars just because
it's surprising like wow I thought the
brain was more important than that well
if I could use 13 percent that would be
a 30 percent improvement all right so
there's an idea that circulates because
of surprise now how do you get your
ideas to be surprising well if there's a
simple recipe to get somebody's
attention to surprise somebody all you
have to do is to break a pattern let me
give you an example we all have patterns
in our mind for all kinds of things what
hotel stage ought to be like or we even
have patterns for what a diet should be
and so if I tell you a friend of mine is
on a diet what is my friend eating
lettuce salads and I mean here's here's
your picture of my friend's diet right
in that what's in your mind
and so it's lettuce salads carrots
unwashed maybe so that you get a few
nutrients in there and then I say no no
no my friends not on that diet my
friends on that diet you know that diet
Atkins diet there was a dr. Atkins there
is an ad conspan Lee Foundation but the
amazing thing about the agonist family
foundation is they never had to spend
money on advertising because word of
their diet circulated like an urban
legend and I guarantee you if you've
heard of the Atkins night the first time
you heard of it you heard you know it's
like cousin Bob lost 30 pounds eating
bunless bacon cheeseburgers in that
amazing it blows every concept that you
ever had it blows the pattern that you
use in your mind about a diet and that's
what made it an effective idea now let
me show you another domain and a lot of
you are in crowded markets but let me
show you a market that's even more
crowded
I don't know how many hotels there are
in your town but let me guarantee you
that there are many more places that
sell hamburgers in your town and so how
would you stand out in the hamburger
market well again let's try to break a
pattern and there's a place that the
first time I saw it I saw it on YouTube
from a Japanese film crew that had
visited this place in Tempe Arizona and
it's called the Heart Attack Grill now
if there's one pattern that comes to
your mind when you think about
hamburgers it's kind of all American
food but it's not necessarily nutritious
right and we're concerned more about
nutrition these days in our diets and
here is an organization that is
gleefully violating the pattern of you
know trying to become health more
health-conscious offering the you know
the grilled chicken sandwich isn't that
kind of stuff here's what you can order
if you go to the Heart Attack Grill a
triple bypass burger alright that's one
of the menu items that you might enjoy
let me show you a picture of the triple
bypass burger oh yeah
so that is one and a half pounds of meat
there is cheddar cheese on there for the
vegetarians in the crowd there are there
are tomatoes and onions right and in
real life this is what a true actually
this guy's got a quadruple bypass burger
I'm about to show you this is a picture
of a happy satisfied customer
now that's an unexpected story right you
can imagine if you go to the Heart
Attack Grill you're gonna talk about
that recently now I want to highlight
some things about this picture the first
is that is a ludicrous amount of food
I watched the the planet Earth Channel
and the Discovery Channel and I'm pretty
sure that that would last a Python for
about a month right second thing I wanna
highlight is the fries there's some very
special fries that you can get at the
Heart Attack Grill they're called
Flatliner fries they are fried in pure
pork lard and if you want the upgrade
option you can get your Flatliner fries
with brown gravy and chunks of
mozzarella cheese third thing I want to
highlight is that the waitresses are
dressed up as nurses to take care of you
in the Heart Attack Grill next question
is how do you get to your car after
you're thin
your triple bypass burger and the answer
is your waitress wheels you out in a
special wheelchair that they keep the
final thing and I say this to the end
I've actually covered up the label of
this drink this guy is drinking diet
coke which is the case of like why
bother but but luckily for brand
consistency reason this is the case of
bring your own beverage because the
Heart Attack Grill does not sell diet
beverages all right now isn't that a
remarkable story this is a this is a
hamburger place in Tempe Arizona that
gets international attention because
they have realized that there is a
pattern in the world that we have a
hamburger restaurants and they have
gleefully violated now how would that
apply to you how do you stand out in
your crowded market well I think you're
doing just in terms of your fundamental
brand essence you're doing a lot of
things right from the start all sweets I
mean isn't that a remarkable thing for
the same price I can have a sweet and
here's my favorite free breakfast my
family stays at Embassy Suites a lot we
spent a really wonderful vacation week
in Portland at your Embassy Suites there
and my daughter who's now six years old
every time we go to a hotel which
unfortunately you know is not always
Embassy Suites but sometimes we're
staying in a town where we can't have
one and she can't wait she bounced out
of bed in the morning says let's go down
to the breakfast buffet and we have to
break the news to her that that is not
common in every hotel right and so
that's remarkable what you what you are
doing at the core of your brand essence
is already unexpected enough that that's
serving you very well in your
marketplace but here are some things
that you may not have thought of and it
might not cost that much money but would
make you stand out as an experienced
business traveler let me tell you a
couple of hints that I have what if in
every Embassy Suites there was a garage
wall because one of the things that I
really miss about travelling is having
duct tape and wd-40 and needlenose
pliers because there's always something
squeaking on your wheels of your luggage
that you need to wd-40 and there's
always something that breaks that you
need duct tape for and there's always a
broken zipper or you're you know your
daughter's necklace comes apart you
really need those needlenose pliers
wouldn't it be nice if you just had that
as standard equipment and in Embassy
Suites when
that'd be a wonderful thing to talk
about I just walked in and got the
dougie d40 and fix it up and rolled out
right here's another one the kids treat
both my daughter's love going to the
dentist because they get Dora the
Explorer stickers right now I'm a dad
and I travel a lot and it's it's always
good having those reunions with the kids
when you come back home from a trip but
but I don't always have time to stop by
the store and bring a treat on at home
what if you just have the dentist treat
bowl and as a parent as a mom or a dad I
could reach in and grab something and
bring it back to give my kid a treat at
the end right I would be the best parent
ever if I had access to the dentist
treat bolt on every business trip you
can do that for your customers and it
wouldn't cost a lot of money but it
would be something that sets you apart
it's something that sets you apart at
the quality and the level of service
that you enjoy so here's the challenge
for you I don't care how you do it
but understand the pattern in your
industry and find a way to break that
pattern that's what's gonna make your
message stand down that's what's going
to be unexpected third principle sticky
ideas are concrete and what I mean there
is that they call up a picture in your
mind if there's a picture in your mind
it's concrete if it makes you hear
something if it makes you feel something
that ideas concrete is sensory is
tangible and urban legends have that
property that's why they circulate on
their own I still can't tell that kidney
theft urban legend without my body
wanting to start to shiver because that
bathtub full of ice right and when your
body's involved in it you know it's a
concrete idea but unfortunately most of
our ideas in business or anything other
than concrete we talk in abstractions
here's a business buzzword generator I
pulled off the internet and what you're
supposed to do is select a word from
each column to come up with your very
own business buzzword let's do it
together here topical one strategic
bottom one column to empowering topical
envision a strategic and powering vision
we need one of those for our
organization right let's do another one
reciprocal first column cost base second
column re-engineering column three
especially in a time of economic crisis
we need to do some of that reciprocal
cost base tree engineering
that's how we talk in business right and
that's a tragedy because there is not a
single image that came to your mind when
I put together those buzz words there is
not a single feeling that you had when I
put together those buzz words now what I
want to show you is that is that we're
not the only people that have this
problem in medicine if you've ever
talked to a doctor you know that they
have their own abstractions here's my
favorite from medicine idiopathic
cardiomyopathy cardiomyopathy means
there's something wrong with your heart
idiopathic means we have no idea why
yours isn't working right I could have
just said that right so every profession
every field has their own abstractions
and the problem with abstractions is
we're trying to get people to act
differently we're trying to get our
clients to act differently we're trying
to get our employees to act differently
and yet we're talking to them in this
abstract professional business kind of
jargon and we're not always connecting
let me show you the power of
concreteness to lead to action and I'm
going to tell you about a study that was
done at Stanford University and this
study pits a concrete message against a
serious targeting manipulation because
we talked about targeting law you talk
about targeting our customers we talk
about selecting the right employees that
are going to live up to the brand
promise of our hotels right and so what
they did in this situation is they're
targeting manipulation was they asked a
bunch of college students to nominate
the most kind and the least kind person
in their dorm now dorms have 60 to 150
people and so people are picking out the
single most generous most wonderful give
you the shirt off their back person out
of 60 to 150 college students because
they all know each other very well they
could parties together they study
together they eat together
the single most kind person and they
also had them pick out the single least
kind person the most preeminent
selfishly SPRO social future investment
banker person in the crowd right and so
we've got the most kind in the least
kind person and then we're gonna send
the most kind or the least kind person a
letter and there are two different forms
of the letter and it's about a food
drive we're bringing it raising canned
food for people that don't have enough
to eat and in one case and I'm calling
this the abstract letter but it's our
way more concrete than a lot of the
instructions that we give our employees
in our in our hotels but they say in the
abstract letter we're having a canned
food drive bring canned food for Monday
to Friday next week in the central plaza
of campus
it's a small plaza everybody knows where
it is but there's another letter and
people are randomly assigned to either
the the abstract letter or the concrete
letter and the concrete letter is just a
tad more concrete it says bring beans I
want you to think about your schedule
for next week think about the time where
you're going to be close to Tresidder
Plaza and pick a time that you're going
to be close by to bring your can of
beans so it was like three o'clock on
Wednesday when I get a calculus class
and I go get my mail that's what I'm
going to do it so I picked a time and
then finally they give a map of the
campus Plaza and they circle the
specific location of the food collection
booth it's right over by the post office
and so I've got a mental image of
exactly where it is in the campus Plaza
now the whole campus Plaza you could
walk around in two minutes it's not hard
to find but now I've got an image in my
mind of what's going on now what happens
is we're gonna go in and see how the
most kind in the least kind people
respond first to the abstract appeal and
here's the answer we're not doing too
well at raising food and people are
basically right about their fellow
students the most kind people eight
percent of them show up with a can of
food and zero percent of the least kind
but that's nothing to write home about
right and what's extraordinary already
is we've got a really strong targeting
manipulation these single most kind
these single least kind but it's not
seeming to drive that much change in
behavior now what happens with the
concrete letter response rates go up but
note that they go up for everyone and
here's the most remarkable thing I think
in the graph right 25 percent of the
least kind most selfish least pro-social
people in the dorm show up if you give
them a really concrete picture of what's
going on if you give them the map to the
event if you tell them to bring a can of
beans right and in fact you're three
times better off with the most selfish
person in the dorm then you are with the
budding young mother Teresa without a
map
now that's a remarkable thing because it
says that concreteness really matters
when it turns to giving getting people
to act and so I'm asking you what's the
map for your employees I really enjoy
going through some of the materials that
you guys have to give out to your
employees and the deal is I think an
incredibly well-written book but here's
here's a concern that came to my mind
because one of the things that you say
in the deal is act intuitively is that
concrete it sounds abstract it also
sounds hard to do right like X Ponte
knee asleep do something now right how
would I act how would I act intuitively
and here's the here's the paradox you
know what you mean as general managers
when you say act intuitively but you're
dealing with employees that don't have
the wealth of experience that you have
in the service business in the
hospitality business and so it's really
fundamentally important if you want to
change how people are acting to make
sure that that message is conveyed in
his concrete away as possible now let me
give you an example of what that might
look like
notice the smiles on the cover of this
pamphlet and that's one of the common
recurring themes and service businesses
is that you should smile at people I
mean it makes people feel good when you
smile with them now I think that's true
on average is a good piece of advice on
average but I have a suspicion that
smiles are not always the right
responses and maybe this is what you
mean by acting intuitively and so here's
an experiment that you can run with your
spouse sometime in the next few weeks
pick a day on which your spouse has had
an awful day the traffic has been bad
there are deadlines at work that there
behind the the kids that they were
trying to drop off we're fighting all
the way in and they walk in at the end
of the day and they are just beat I mean
it look like they've been beaten with a
stick up one side and down the other and
they walk in and they stare at you and I
want you here's the experiment I want
you to look at them and smile
and say welcome and I predict that they
may throw something at you in that
moment right so maybe what we mean when
we talk about acting intuitively is when
the traveller shows up and their flights
been delayed and they're here three
hours after the meeting that they should
have captured this afternoon and they've
got to get up very early in the morning
for the next meeting what that may mean
is acting intuitively is is empathizing
rather than smiling right now that's a
shocking unexpected statement for all of
us who are managing and service
businesses because we were our tendency
and I think it's right 90 percent of the
time is to tell our people to smile but
if you want to be really concrete about
acting intuitively maybe you want to
have a discussion with your people about
when are the situations when it's wrong
to smile and I think I just described an
experiment and you can run it for
yourself and verify where that may be
the wrong thing to do here's another one
be gracious
now that's an abstract statement but I
love down in the text below the next
step in that imagine that you're the
hostess of the party imagine that you're
the father of the bride imagine your mom
at Thanksgiving dinner now all of a
sudden images are coming into my mind
about what it means to be gracious and
so if you have a choice as a general
manager of talking to your people you're
gonna be tempted to lapse into code and
code is good as long as everybody
understands exactly what the code means
but instead of just saying be gracious
say think Mom at Thanksgiving party
think the host at the party right that's
the image that you have in mind and you
might want to even take it one step
further it's like you know here's an
even more concrete action steps like
saying to the customer at the front desk
why don't you go grab a drink at our
managers reception that's going on right
now
I'll bring your key over to you and now
all of a sudden the employee even the
most permanent limp LOI and luckily your
selection procedure is is good enough to
eliminate all those people in the dorms
at Stanford University the least kind
people you've taken care of that you
didn't hire them in the first place but
there's some range and service
tendencies among your employee and the
advantage of being concrete is that you
can take even the lowest person in your
old organization who's already pretty
good and by making their actions
concrete you can make sure that they
action in that critical situation your
role in order to change behavior is to
find the map sticky ideas are also
emotional and especially in a time of
economic downturn our tendency in
getting emotion is to is to talk about
the dangers that we all face and there's
a dumb phrase and the organizational
change literature that says that in
order to get employees to change you've
got to create a burning platform if you
want people to jump off of the platform
you set it on fire and then they'll jump
off into the you know the shark-infested
waters below right but you got to set
the platform on fire now there's a
problem with that is that people
negative emotions are good for
short-term problems if you've got a rock
in your shoe
it hurts and you'll take it out but in
order for the to be in it for the long
term and all of you are in it for the
long term your brand is in it for the
long term you've got to create something
different and the problem with negative
emotions and here's the classic negative
emotions from the public health domain
this is a smoker's long and there were a
lot of campaigns in public health in the
1950s where they would hold up a black
and long like that to smokers and say
this if you smoke a pack a day this is
what your lungs look like in ten years
and there are two things that you can do
if you're a smoker one is you can stop
smoking but that's really hard and the
other thing that you can do is to stop
watching my television commercials
alright and that's what happened is that
if you ramp up the negative emotions too
high you get people chugging down and
turning off so why not think some other
kinds of emotions why not think about
hope and how to create hope and your
messages let me give you an example of a
hopeful message this is a loyalty
program for a local car wash and some
researchers went in and revamped their
loyalty program and did an experiment
with it and so some people coming in for
their car wash got a card that was good
for a free car wash if you got eight
stamps on it and it was blank and all
you had to do is collect eight stamps in
your freek and on your card from car
washes and you'll earn the next car wash
the ninth car wash becomes free and
other people got a card that also had
spaces for eight stamps but it was
cleverly designed with ten spaces and
the first two
were filled in it's the same situation
you still gotta buy eight to get one
right but now all of a sudden there's a
sense of hope I'm making progress
already I already got two of my
Stansfield ed and now what's stunning in
the next three months nineteen percent
of the customers of this carwash managed
to get their eighth stamps in the eighth
step passbook and collect their night
stamp free but look at that market share
for the two stands filled in and you'll
almost double the number of loyal
customers that complete there are eight
car washes in three months by giving
them a head start I don't know if you
have loyalty programs here but you ought
to start stamping people's passbook
right making people feel like they're
already on their way that there's hope
in the future let me give you a study
that's remarkable
a study of hotel maids and some
researchers went in and they were
interested in health behaviors and diet
and exercise and they went into a group
of hotel maids and they asked them do
you exercise regularly and 67 percent of
maine's said I don't exercise regularly
and 33 percent said I never exercise at
all
now you all know what hotel maids do
during the day and if you fast-forward
through your film of a hotel maid's job
that is exercise and so getting 33% of
these folks to say I never exercise at
all and you can understand what they're
thinking because they're thinking
exercises where you dress in spandex and
so we got women in spandex and sweaty
men you know standing on treadmills and
going nowhere you know that's that's our
cultural picture of exercise right so
you understand what they mean but having
33% of maids say that I never get any
exercise is like having 33% of
late-night talk show hosts saying I
never get to meet anyone interesting
right it's like having rittany Speer say
I never get any attention on the
internet right it's just a ludicrous
statement and so what the researchers
did is they went in and they gave some
of the hotel maids to stamps on their
postcard
and so one group the Health Study says
some set hotels they went in and they
just followed them they worked as normal
they didn't say anything else they took
a bunch of measurements at the start and
they're gonna take some at the end but
another group that went in and they took
a bunch of measurements at the start and
they told them you know by the way your
work meets Center for Disease Control
guidelines for an active lifestyle
I mean changing bed linens is is forty
calories an hour scrubbing down tiles is
sixty calories an hour you know you have
an incredibly active lifestyle and now
what happens a month later the work is
normal group basically stays stable in
their weight but the other group loses
one point eight pounds now that's a
remarkable way to rate of weight loss
even really serious diets not the
starvation diets but really serious diet
so you lose about a pound a week so
they're half way on track to that just
by making a mental shift and thinking
about what they do on a daily basis as
exercise they got to stamps in their
postcard and if you want to be in the
same mental condition as maids then let
me tell you about a study that I just
read recently of exercise and we all
think the exercise you got to get
dressed up and you got to do it for
thirty minutes a time this group of
researchers had some people exercise for
30 minutes at a time three times a week
and they had other people exercise three
times a week but you take the 30 minutes
and you break it up into six five minute
chunks and at the end of a few months
the people that are exercising six times
a day for five minutes are doing just as
well cardiovascular everybody improves
but they're doing just as well as the
thirty minute of time people in that a
freeing thought I mean ever since I
heard about that study I enjoy my walk
in from the parking lot and in a
university I have to walk in really far
from the parking lot but now I'm doing
aerobic exercise I'm doing from my five
minutes a day this is one of my
five-minute increments and all I got to
do this five more and I'm an exerciser
you know washing dishes in the evening
becomes a competitive sport you know I'm
washing and I'm stacking in the
dishwasher and I'm washing if you think
about exercise as a series of activities
that's a different state and it makes
you feel more hopeful about the
possibility now you guys have messages
that you're trying to get across about
me
and engaging in caring and the advantage
that you have is you're already at the
top of the JD Powers rankings you're
already industry-leading and so whatever
you're trying to do there's an
incredibly helpful messages just do more
of what you're doing you've already got
six stamps on your ten stamp postcard
all right that's a hopeful message and
in a time of economic downturn that's a
really important message to get across
your role if you want people to change
is to strength that change make them
feel like they're already there make
them feel like they're already making
progress all right final principle is
that sticky ideas come in the form of
stories we're still telling Aesop's
fables twenty-five hundred years after
he's uplift the boy who cried wolf The
Tortoise and the hare
if ESOP had given Aesop's helpful hints
you know you remember that story about
the fox who couldn't reach the grapes
then therefore walks away and declares
them sour you know this word we get the
phrase sour grapes if he saw had given
Aesop's helpful hints don't be a bitter
jerk when you fail I'm not sure we'd
still be talking about ESOP 2500 years
later but he told stories and those
stories have lived on their cross
cultural boundaries they're told in
dozens of countries around the world now
if you look at serious professions that
have activity that they have to conduct
firefighters emergency room personnel
fighter pilots at the end of the day
what are they doing when they get
together for a drink after the exercise
what are they doing when they get
together in the locker room after a day
of the emergency room they're telling
stories to each other did you see that
patient did you hear about the patient
that I had and what's amazing about
listening to stories is stories operate
as little role plays for our brain we're
thinking as they tell us the story of
their patients like would I have made
the right call on that would I boarded
the right test would I have seen the
right cue that they saw and so here's
the thing that I learned about stories
is stories are not just entertainment
but in doing research from made to stick
what I learned is that stories are
serious ways of exercising our abilities
and here's a study it's a meta-analysis
as a study of studies in this study of
studies they studied 35 studies with
over 3,000 people with tasks ranging
from trombone playing to welding to
figures
dating and what they compared was one
group of people that were really
practicing the trombone are really
practicing figure skating are really
practicing welding and another group of
people that walked into a quiet room
folded their hands on their lap and
mentally practiced playing the trombone
or practiced welding and it may not
surprise you that mental practice is not
as good as real practice but here's the
remarkable thing mental practice is
two-thirds as good as real practice I
find that stunning well that's a study
of studies with over 3,000 subjects in
35 different kinds of tasks mental
practices two-thirds as good as a real
practice so the story in the emergency
room the story that the firefighter
tells their colleagues about the
situation the tricky situation they had
it's not as good as being there but it
may be 2/3 is good and so now think
about the stories that you tell and how
often infrequently you tell stories to
your employees about what good customer
service really looks like what being
gracious really looks like stories are
flight simulators for our brains and
don't think about the miss entertainment
don't think about them as icing on the
cake think about them as the action
tendency think about them as the flight
simulator that you're taking your
employees through Nordstrom is a great
organization is known for outstanding
customer service and the problem with
telling somebody that I stand for
outstanding customer service is that
deploys heard that all before when they
worked for Taco Bell in junior high
school in the summer they heard we as we
stand for ending customer service right
but they really didn't mean the same
kind of outstanding customer service and
so at Nordstrom they tell stories to
illustrate what outstanding really means
and they tell stories about they call
each other nor tease and so the tell
stories about the norty who Iron DES
shirt that a customer just bought
because the customer needed it for a
business meeting later on that day they
talk about a Nora tee who cheerfully
gift-wrapped a package that a customer
bought at Macy's they tell a story about
the Nora tee who on a cold day went out
and warmed up a customer's car so the
customer could finish shopping and those
are remarkable stories and here's my
favorite story the Nora tee who refunded
money for a set of tire chains that a
customer was dissatisfied by even though
Nordstrom's doesn't sell tire chains
now if you are a running Walmart this
would be a disastrous story to tell
right that's not the competitive
advantage of Walmart Walmart's all about
cheap but Nordstrom's is about
outstanding customer service and what's
remarkable about that story is it says
that even if the problem wasn't ours we
don't even sell tire chains
that's what outstanding customer service
means you refund their money and think
about the action tendency that's
associated with abstract phrases like
outstanding customer service is that
going to change anyone's action on the
margin is that going to make your
customer service representatives at the
front line respond differently probably
not now think about wrapping a package
for Macy's I can't get my packages
wrapped at most stores even when I buy
them they're much less buying a package
from a competitor warming up their car
that's remarkable we all I think that
customer service stops at the boundary
of our of our store of our retail
establishment customer service stops
when the person drives away from in the
car in the front of the hotel but at
Nordstrom service extends beyond that
refunding the money for the tire chains
even with five forms of identification
an original receipt it's difficult to
get an exchange at most stores but here
we're refunding money for a purchase
that the customer didn't even make with
us and we know it if you want your
employees to act differently the
challenge is to tell stories you want to
find your flight simulators alright
we've talked about six different
principles of making your messages stick
and none of these are hard to do and so
it's a little embarrassing you know I'm
standing here as a representative of
Stanford University talking about
research and the best I can come up with
is tell a story you know that seems like
a weak message but it turns out in doing
the research for this book that there's
a paradox in there that this isn't
rocket science it's not hard to do but
why don't we see more sticky ideas why
don't we see more brilliantly designed
ideas that just sear themselves into our
mind that change our actions on the
front line that change our customers
decision when they make it and the
answer is that there is a problem and
psychologists and behavioral economists
who've studied it call this problem the
curse of knowledge and what the research
says is that as we become more in
more expert in our domain one of the
things that happens is we it becomes
harder and harder for us to picture what
it's like not to have the expertise that
we have you all have years of experience
in the hospitality industry you have
years of experience at running a great
hotel right but as an expert it's gonna
become harder and harder for you to have
a conversation with somebody that
doesn't know what you know if you've
ever had a conversation with the IT
person about what's wrong with your
computer you've had that conversation
right you've been on the other side of
the curse of knowledge right that IT
person knows what is happening they have
the expertise to solve your problems but
they're talking in such an abstract
convoluted way that you're not quite
getting it if you've ever had a
conversation with a doctor or a lawyer
about anything you've been on the other
side of the curse of knowledge but let
me tell you it's not just fancy people
with fancy titles that have the curse of
knowledge pick an 11 year old boy and
ask him to describe his favorite video
game to you and you will be on the other
side of the curse of knowledge that 11
year old cannot fathom the depths of
your ignorance about that video game and
all of us all of us are like that 11
year old kid all of us are like the
doctor of the lawyer in our domain of
expertise and systematically that hurts
us in getting our messages across
because experts love complexity and
nuance experts are trying to say 10
things like the lawyer right experts
give instruction manuals in workshop
orientations that are saying the Dozen
things that are really important about
operating in our organization but what
everyone else needs is a simple message
a high concept pitch to help them make
the right decisions experts think in
abstract ways we use abstract language
idiopathic cardiomyopathy and when we're
talking to other experts that is really
useful it's short cuts discussions it
allows us to be really precise about our
meaning but the problem is when our
message has to cross a boundary we
better talk in a very concrete way so
when we're talking to the frontline
employee that doesn't have the years of
experience that we have let's talk about
you know giving the customer to go over
and have a drink at the reception and
bringing their card other than the
abstraction of being gracious talk to
them about playing your mom at
Thanksgiving dinner
instead of just saying be intuitive
right
and finally experts love requirements
experts love job descriptions expert
love long list but what everyone else
needs to see is that what service means
in our organization is this story let me
tell you a story and you notice how it
people's ears perk up and their interest
rivets when you start telling a story
that's your challenge as a general
manager so let's all admit that
communication is hard it is not natural
to make ideas stick it is not easy we
know it in our personal lives with our
spouses with our kids but even more
importantly in our business with the
dozens of people that you contact on a
daily basis making a message stick is
not easy but you can beat the curse of
knowledge and there's a very simple
recipe for that that's to think about
the principles of success I I think the
John F Kennedy story is a little bit
misleading and I love it so much because
I grew up with the space program and
that was such a meaningful mental
picture of that idea of putting the man
on the moon but you could easily be
misled in that story by thinking well
John F Kennedy he got his messages
across he was a good-looking guy he was
present in the United States he dressed
well he looked good his family looked
good right and if it takes John F
Kennedy level charisma to get an idea
across and then most of us are sunk
because we were not there yet but what I
know about that idea is that that was a
sticky idea because I never heard John F
Kennedy talk about it I heard my dad
talking to the accountant who lived down
the street about putting a man on the
moon and as a kid growing up I was
riveted by that story and I love my dad
and I like the accountant down the
street but neither one of them could
have been accused of being charismatic
individuals so charisma personal
charisma is not the requirement what is
the requirement is to make your ideas
sticky use the principles of success use
the notion of simplicity and
concreteness and credibility and telling
a story and you're going to take your
good ideas your worry ideas your
important ideas and you're gonna make
them charismatic ideas good luck going
back to your homes
going back to your workplaces and make
your ideas stick with others thank you
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