Construir ideas que enganchan
Sticky ideas share six basic traits.
- Simplicity. Messages are most
memorable if they are short and deep. Glib sound bites are short, but
they don’t last. Proverbs such as the golden rule are short but also
deep enough to guide the behavior of people over generations. - Unexpectedness. Something that sounds like common sense won’t stick. Look for the parts of your message that are uncommon sense. Such messages generate interest and curiosity.
- Concreteness.
Abstract language and ideas don’t leave sensory impressions; concrete
images do. Compare “get an American on the moon in this decade” with
“seize leadership in the space race through targeted technology
initiatives and enhanced team-based routines.” - Credibility.
Will the audience buy the message? Can a case be made for the message
or is it a confabulation of spin? Very often, a person trying to convey
a message cites outside experts when the most credible source is the
person listening to the message. Questions—“Have you experienced this?”—are often more credible than outside experts. - Emotions. Case studies that involve people also move them. “We are wired,” Heath writes, “to feel things for people, not abstractions.”
- Stories.
We all tell stories every day. Why? “Research shows that mentally
rehearsing a situation helps us perform better when we encounter that
situation,” Heath writes. “Stories act as a kind of mental flight
simulator, preparing us to respond more quickly and effectively.”
Crafting a message that sticks: An interview with Chip Heath (Stanford Graduate School of Business )
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