Making It Sticky: how to effectively Present your Ideas

Slide 1: Making it Sticky

Slide 2: On presenting ideas, based on the book *Made to Stick* by Chip and Dan Heath

Slide 3: How do we make ideas stick?

Slide 4: Keep it simple.

Slide 5: Simplicity is not the opposite of complex

Slide 6: 1 Instead of offering the ten good reasons to do something, offer the one best reason.

Slide 7: Be unexpected.

Slide 8: Break Patterns.

Slide 9: when two or more principles come together in one idea, they reinforce each other, multiplying the stickiness factor.

Slide 10: Make it Concrete.

Slide 11: Concrete details allow us to imagine a scene and, crucially, imagine ourselves in it.

Slide 12: providing the right detail for the intended audience.

Slide 13: Know your audience.

Slide 14: Credibility Counts.

Slide 15: Four out of five dentists prefer statistics.

Slide 16: Quote credible people…

Slide 17: … and be credible yourself.

Slide 18: Appeal to Emotion.

Slide 19: Human behavior is driven by a number of innate needs.

Slide 20: we are looking for ways of engaging our audience’s self-interest — their need to fulfill their needs — in ways that allow them to be the kind of people they want to be.

Slide 21: You have to really know, not just who your audience is…

Slide 22: …but who your audience thinks it is.

Slide 23: Just tell Stories.

Slide 24: Like life itself, stories offer more meaning than we imagine.

Slide 25: Stories have an innate ability to open up virtually direct access to our audience’s minds.

Slide 26: Stories are more easily retained in our minds than information presented in just about any other way.

Slide 27: What makes ideas stick?

Slide 28: Simple Unexpected Concrete Credible Emotional Stories = Sticky