Dan Heath

Made to Stick

1. IDEA 1

   Simple

   Find the core of your message and strip away everything else. One clear idea beats ten.

2. IDEA 2

   Unexpected

   Break people's expectations to grab attention, then fill the curiosity gap.

3. IDEA 3

   Concrete

   Use specific images and examples. Abstract ideas are hard to remember.

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Switch

1. IDEA 1

   Direct the rider

   The rational mind needs clear direction. Script the critical moves so people know exactly what to do.

2. IDEA 2

   Motivate the elephant

   Emotion provides energy for change. Help people feel the need, not just understand it.

3. IDEA 3

   Shape the path

   Change the environment so the right behaviour is easier and the wrong one harder.

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Decisive

1. IDEA 1

   Widen your options

   Beware "whether or not" decisions. Look for more alternatives before choosing.

2. IDEA 2

   Reality-test your assumptions

   Seek out disconfirming information and run small experiments before committing.

3. IDEA 3

   Attain distance

   Ask what you'd tell a friend, or how you'll feel in ten months. Distance reduces short-term emotion.

All 6 ideas from Decisive →

Debates featuring Dan Heath