(2007-02-26) Made To Stick

Chip Heath and Dan Heath wrote Made To Stick about the attributes of ideas that are more likely to hit the Tipping Point. 'SUCCESS' = Simple, Unexpected, Concrete, Credible, Emotional Story (Fo Cus, Story Telling).

• Dan Heath co-founded a (Text-Book?) publishing company named Think Well.

• Chip Heath taught a Making Ideas Stick course at Stanford University (Business School)

They had a recent Change This post.

• it notes 3 barriers to "Talking Strategy": Curse Of Knowledge, DecisionParalysis, and a lack of a common strategic vocabulary (Shared Vocabulary)

Their book intro references research by a team including Jacob Goldenberg classifing "successful" (based on awards - did they actually generate sales?) print Advertising into 6 "templates". Creative ideation is a highly complex process, which is difficult to formalize and control. Pictorial Analogy (which was used most by the "successful" ads), Extreme Situation, Consequences, Competition, Interactive Experiment, Dimensionality Alteration.

• Goldenberg authored Creativity in Product Innovation ISBN:0521002494

Jul'2007 update: article the wrote about the need to make some aspect of your offering conversation-worthy (Word Of Mouth, Purpolse Cow?).