Made to Stick (Chapter 4

1. The Curse of Knowledge: Why experts struggle to communicate effectively

It's hard to be a tapper. The problem is that tappers have been given knowledge (the song title) that makes it impossible for them to imagine what it's like to lack that knowledge.

The tappers and listeners experiment. In a study, participants were asked to tap out well-known songs, while others tried to guess the songs. Tappers predicted a 50% success rate, but listeners only guessed correctly 2.5% of the time. This illustrates the Curse of Knowledge: once we know something, it's hard to imagine not knowing it.

Implications for communication. This curse affects various fields:

• CEOs struggle to explain strategies to employees
• Teachers find it difficult to understand students' confusion
• Marketers fail to connect with customers

To overcome the Curse of Knowledge, communicators must:

• Empathize with their audience's perspective
• Use concrete examples and analogies
• Avoid jargon and abstract language
• Test their messages on novices

2. Simplicity: Find the core and express it concisely

To strip an idea down to its core, we must be masters of exclusion. We must relentlessly prioritize.

Finding the core. Simplicity isn't about dumbing down; it's about prioritization and focus. Southwest Airlines exemplifies this with their core idea: "THE low-fare airline." This simple concept guides decision-making throughout the organization, from rejecting expensive meal services to maintaining a single aircraft type.

Crafting simple messages:

• Use analogies to explain complex ideas (e.g., "atoms are like tiny solar systems")
• Create proverbs or catchphrases (e.g., "Names, names, and names" for local journalism)
• Focus on the single most important aspect of an idea
• Eliminate unnecessary details that don't support the core message

Remember: A simple message doesn't mean an incomplete one. It means finding the most essential element and expressing it clearly and concisely.

3. Unexpectedness: Break patterns to capture and hold attention

Surprise acts as a kind of emergency override when we confront something unexpected and our guessing machines fail.

Capturing attention. Our brains are wired to notice changes and unexpected events. To make ideas stick, we need to violate people's expectations:

• Break patterns (e.g., an unusual safety demonstration on a flight)
• Create mystery (e.g., posing a question about Saturn's rings)
• Use surprising statistics or facts

Sustaining interest. Once you have attention, maintain it by creating curiosity gaps:

• Pose questions or puzzles
• Introduce a mystery that unfolds over time
• Create a sequence of "aha!" moments

Examples:

• Nordstrom's surprising customer service stories
• The "Don't Mess with Texas" anti-littering campaign
• JFK's unexpected moon landing goal

By combining surprise with insight, you can make your ideas more memorable and impactful.

4. Concreteness: Make ideas tangible and memorable

Abstraction is the luxury of the expert. If you've got to teach an idea to a room full of people, and you aren't certain what they know, concreteness is the only safe language.

The power of concrete language. Concrete ideas are easier to remember and understand because they connect with our senses and experiences. Examples:

• "A bird in the hand is worth two in the bush" (proverb)
• "Put a man on the moon within the decade" (JFK's goal)
• The "unemployed college professor who drives a very, very used Volvo" (Trader Joe's customer)

Strategies for concreteness:

• Use sensory language and vivid imagery
• Provide specific examples and case studies
• Create hands-on experiences or demonstrations
• Use analogies that relate to familiar concepts

By making abstract ideas concrete, you help your audience visualize, understand, and remember your message more effectively.

5. Credibility: Use authorities, anti-authorities, and details to build trust

A person's knowledge of details is often a good proxy for her expertise.

Sources of credibility. To make ideas believable, use:

1. Authorities: Experts, celebrities, or trusted figures
2. Anti-authorities: People with personal experience (e.g., Pam Laffin for anti-smoking)
3. Vivid details: Specific facts that imply expertise
4. Statistics: Use them to illustrate relationships, not just numbers
5. Sinatra Test: One example that proves credibility ("If you can make it there...")
6. Testable credentials: Allow the audience to "try before they buy"

Examples of effective credibility:

• A nurse saving a baby by challenging a misleading heart monitor
• Concrete details in urban legends that make them seem real
• The "Dancing 73-year-old" in a dance company proving its commitment to diversity

Remember: Credibility isn't just about having authority; it's about demonstrating expertise and allowing your audience to verify claims for themselves.

6. Emotions: Make people care by tapping into feelings

If I look at the mass, I will never act. If I look at the one, I will.

The power of emotion. People are more likely to take action when they feel something. To make ideas stick, connect them to emotions:

• Use individual examples rather than statistics (e.g., Rokia vs. African poverty statistics)
• Tap into self-interest, but don't forget higher motivations (Maslow's hierarchy)
• Create empathy through stories and vivid descriptions
• Use analogies that evoke emotional responses

Strategies for emotional appeal:

• Appeal to identity (e.g., "Don't Mess with Texas" for Texan pride)
• Create a sense of belonging or purpose (e.g., Disney's "cast members")
• Use sensory language to make experiences feel real
• Connect your idea to personal values or aspirations

Remember: Emotion doesn't replace reason, but it provides the motivation to act on rational arguments.

7. Stories: Use narratives to inspire action and understanding

Stories are flight simulators for the brain.

The power of stories. Stories are a fundamental way humans learn and remember information. They:

• Provide context and meaning
• Simulate experiences, allowing mental rehearsal
• Inspire action by showing how others have succeeded
• Make abstract concepts concrete and relatable

Types of sticky stories:

1. Challenge Plot: Overcoming obstacles (e.g., David vs. Goliath)
2. Connection Plot: Bridging differences (e.g., Romeo and Juliet)
3. Creativity Plot: Solving problems innovatively (e.g., MacGyver)

Using stories effectively:

• Collect and share relevant anecdotes from your field
• Use stories to illustrate key points or principles
• Encourage your audience to generate their own stories
• Practice storytelling to improve your delivery

Remember: A good story doesn't just entertain; it teaches, inspires, and motivates action.

Last updated: October 23, 2024