Insights from ‘Made to Stick’ by Chip Heath and Dan Heath Flashcards
What is the ‘curse of knowledge’ according to Chip and Dan Heath?
The curse of knowledge is when, once we know something, we find it hard to imagine not knowing it, which impedes our ability to share ideas effectively.
Fill in the blank: To make an idea ‘sticky,’ you should aim to make it ______, ______, ______, ______, ______, and ______.
Simple, Unexpected, Concrete, Credible, Emotional, Story-driven
True or False: Delivering fewer ideas can make a message more memorable.
True
What technique did James Carville use to keep Bill Clinton focused during his presidential campaign?
He used a whiteboard with simple messages, including ‘It’s the economy, stupid,’ to keep the focus on key issues.
Why is it important to make your message ‘Unexpected’?
Making a message unexpected can make it more surprising and memorable, which engages the audience more effectively.
What kind of example did Peter DiMuro use to establish credibility about diversity in his dance company?
He used an extreme, specific example—a 73-year-old man as the longest-term member—to demonstrate the company’s commitment to diversity.
How did Nordstrom demonstrate their commitment to customer service?
A Nordstrom employee gift-wrapped items bought at a competitor’s store and started a customer’s car in a snowstorm, showing their exceptional dedication to service.
Fill in the blank: To make your message concrete, avoid ______ and use ______ language.
Avoid jargon and use specific, sensory language.
True or False: People are more likely to be moved by statistics than by a personal story.
False
According to the Heath brothers, how can storytelling keep an audience engaged?
By presenting visible goals and obstacles, stories make the audience empathize with the characters and engage in problem-solving mode.
What key question should you ask to keep your message simple?
What one thing do I want my audience to remember?
What phrase did Chip and Dan Heath use to describe a surprising insight?
‘Uncommon sense’
Why did researchers find that people responded more to the story of one child rather than statistics about many?
People are more likely to empathize with and take action for a specific individual rather than an abstract mass.
Fill in the blank: A memorable story keeps the audience wondering ‘______?’
‘What’s going to happen next?’ or ‘How is this going to end?’
What does concrete language achieve, according to Chip and Dan Heath?
Concrete language ensures that everyone understands the message in a similar way, reducing ambiguity.
