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How to Make Your Ideas Stick:
Seven Lessons from Urban Legends
- Chip Heath
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Chip Heath
Professor
Stanford Graduate School of Business
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Program Highlights
- How to craft messages that take on a life of their own.
- The value of evoking authority.
- The "curse of knowledge."
"You only use ten percent of your brain." "The Great Wall of China is the only manmade structure that you can see from outer space." These and other urban legends survive and spread on their own, without the active intervention of advertising budgets, public relations professionals, or the attention of top managers. So, why is it sometimes so challenging for us to make our own messages stick? Whether our goal is to familiarize customers with our products, or communicate with employees about where our organizations are going, we can learn a lot about making our own messages stick by considering why urban legends and rumors have so much success in the social marketplace of ideas.
Urban legends are:
- Simple
- Unexpected
- Concrete
- Credentialed
- Emotional
- Stories that
- Stick
Based on this acronym, Chip Heath's engaging presentation explains how to create effective marketing campaigns, and craft messages that will take hold in the public imagination, and even successfully take on a life of their own.
Chip Heath is a Professor of Organizational Behavior in the Stanford Graduate School of Business. He has also taught at Duke University and the Chicago Graduate School of Business. Heath received his PhD from Stanford University in 1991. He is the coauthor of the book "Made to Stick: Why Some Ideas Survive and Others Die."
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How to Make Your Ideas Stick:
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Production Information
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54
Minutes
(2003)
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Format:
DVD
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Categories:
Marketing & Sales
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