Willow Arts Conference – How to make your ideas "Sticky" – #wcawonder
Chip and Dan Heath are the authors of "made to stick" a great book that i would recommend. http://www.madetostick.com
Chip and Dan Heath are the authors of "made to stick" a great book that i would recommend. http://www.madetostick.com
This was a great lecture, and they are from Raleigh!!
6 traits to a sticky idea
1. simple – easy to understand
- designer knows (s)he has achieved perfection not when there is nothing left to add but when there is nothing left to take away
- simplicity is only concerned about communicating the core of the idea.
- art is about finding the heart of what you want to communicate
- facts and elements are only tools they are negotiable to use or not use
- most artists have the curse of knowledge
- we know the details of our art form way more than the people we impact with it.
- we can spend tons of time on things that don't matter to those who are impacted by our art
- what are your pet elements that you MUST get right that most of your audience will never notice.
2. unexpected – surprising
- must break a pattern that people preconceive
- Atkins diet was popular because it broke peoples preconceived notions of a died.
- sticky ideas break the pattern of what you think a thing should be.
- Jesus did this in the sermon on the mount…"you have heard it said…but i say to you"
- you must find what is unexpected in your idea and highlight it.
- try make your services/art unexpected.
- do people already know your service/art routine?
- nothing wrong with routines but people disengage when they think they know what comes next.
- every time you watch the same movie you have less and less interest because you know what will happen next.
- invoke curiosity in order to get people to engage.
3. concrete – you can visualize it.
- Most messages don't give you a concrete mental image of the subject matter.
- Jesus was a master at this.
- subway "Jared campaign" vs previous "7sandwiches under 6grams of fat" you can visualize Jared.
- find the visual behind each story/message and anchor what you want to stick in peoples heads to that visual
4. credible – convinces us to believe it
- it has to be believable and logical
- a credible idea makes people believe
5. emotional – evokes emotion
- an emotional idea makes people care
- only using the facts kills emotion.
- make sure it makes people happy, sad, angry, scared, etc
6. stories – often told as stories
- people are moved by stories.
- information with no story to stick to us.
- put peoples stories. this is why "Impact" is so popular.
- 5 in 100 people will remember the facts after 10 min. 6 in 10 people will remember a story after 10 min.
when communicating through your art form as these three simple questions.
- what do you want them to know?
- what do you want them to feel?
- what do you want them to do?
