Marketing guru, Guy Kawasaki makes the following prediction for Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath & Dan Heath: it will join The Tipping Point and Built to Last as a must-read for business people. The book explains why some ideas stick and some don’t--and I’ve been on both sides of this equation. A warning though: If you read this book, you’ll revamp a lot of your marketing material (as you probably should).
Chip Heath will be one of the featured keynote speakers at the 13th annual Innovation Convergence: Innovation Immersion, held October 15-17th in Scottsdale, AZ. (More information and registration:
Here’s a selection from an interview Guy conducted with the authors (full text can be found on Guy’s blog: http://blog.guykawasaki.com/2007/01/the_stickiness_.html.)
Question: What separates ideas that stick from those that don’t?
Answer: We spent lots of time researching sticky ideas--ideas that people understand, remember, and that change the way people think or behave. The ideas we studied ranged from the ludicrous to the profound, from urban legends (no, there is no kidney theft ring) to great scientific theories (yes, the land we walk around on does ride on giant tectonic plates and when they collide they cause mountain ranges and earthquakes). We found there were six principles (SUCCES) that link sticky ideas of all kinds. Sticky ideas won’t always have all six, but the more, the merrier.
For example, JFK’s idea to "put a man on the moon in a decade" had all six of them:
1. Simple -- A single, clear mission.
2. Unexpected -- A man on the moon? It seemed like science fiction at the time.
3. Concrete -- Success was defined so clearly -- no one could quibble about man, moon, or decade.
4. Credible -- This was the President of the U.S. talking.
5. Emotional -- It appealed to the aspirations and pioneering instincts of an entire nation.
6. Story -- An astronaut overcomes great obstacles to achieve an amazing goal.
Join us at Convergence for even more about how to make your ideas stick ... it could make all the difference in the success of your ideas ... and your personal success. You'll also get a chance to hear from:
-- Gunter Pauli, Founder & Director of ZERI (Zero Emissions Research and Initiatives Foundation
-- Arkadi Kuhlmann, CEO of ING Direct
-- Mary Cullinane, The Technology Architect for Microsoft's School of the Future
-- Jane Stevenson, Managing Partner, Heidrik & Struggles
-- Michael Chai, Sr. V.P. Leapfrog Enterprises
Also learn from a host of other innovation practitioners from major organizations such as: HP, Carlso Hotels Worldwide, Kimberly-Clark, Church & Dwight Co, NineSigma, Motorola University, General Mills, Adobe Systems, Mayo Clinic, Dow Corning, Ping, Inc., Mondi Business Paper Services, The Yankee Candle Company, Dunkin' Brands, Inc, Visa USA, Intel and more.