Making your ideas sticky
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Making your ideas “sticky”. Paul Sewell NATO School Jan 17, 2013. Ever been inspired??. Knowledge is the ammunition we use every day. We are all knowledge workers. Raw data information knowledge. knowledge. We are all knowledge workers.

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Making your ideas sticky

Making your ideas “sticky”

  • Paul SewellNATO School Jan 17, 2013


Making your ideas sticky

Ever been inspired??


Making your ideas sticky

Knowledge is the ammunition we use every day


We are all knowledge workers

We are all knowledge workers

Raw datainformationknowledge

knowledge


We are all knowledge workers1

We are all knowledge workers

We are more effective when we can communicate our ‘message’ clearly and with impact

We each have

a core message


Agenda

Agenda

  • Background of the “Made To Stick” (MTS) model

  • Explain each of the model’s 6 principles

  • Apply them to your final project and beyond


Background of the mts model

Background of the MTS model


Made to stick principles

Made To Stick principles

Simple

  • S

  • U

  • C

  • C

  • E

  • S

Unexpected

Concrete

Credible

Emotional

= more sticky

Story


Confusion is the enemy

CONFUSION IS THE ENEMY


Making your ideas sticky

The Curse of knowledge!!


The curse of knowledge

The Curse of knowledge!!

  • Use of jargon and special terminology

  • Too abstract

  • Unable to see beyond our own knowledge


Making your ideas sticky

Made To Stick principles


Making your ideas sticky

Simplicity


Making your ideas sticky

A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.

Antoine de Saint-Exupéry


S simple

S - Simple

  • Essential first step

  • What is your core message?

  • How can you communicate this?


Nedp final project checklist

NEDP final project checklist

  • What is the core of your project? Do you have one main message or many?

  • Do you have a catchphrase or soundbite you can use?

  • Is your main message clear or is it buried in the text?


Making your ideas sticky

Simplicity

Surprise

Interest

Unexpectedness

=


Typical attention grabbers

Typical attention grabbers

  • Call us NOW to find out how you can make $50,000 a month at home

  • Coming right up...the facts about real estate your bank doesn’t want you to know

  • Find out what you’re feeding your children thatis slowly poisoning them


Surprise grabs their attention

Surprise grabs their attention

  • Humour

  • Violate people’s expectations

  • Only temporary


Interest holds their attention

Interest holds their attention

  • Unravel the story using mystery & suspense

  • Draws upon their curiousity


U unexpected

U - Unexpected

  • Create gaps in people’s knowledge

  • Ask questions to evoke curiosity

  • Unravel the story


Nedp final project checklist1

NEDP final project checklist

  • What questions can you pose that will keep the audience engaged?

  • What pre-conceived ideas about your topic can you break?

  • Can you unravel your presentation in a way that keeps them engaged?


Making your ideas sticky

Concreteness


Making your ideas sticky

Concrete

Abstraction makes it harder to understand an idea and remember it.

Beware the

Curse of Knowledge.


C concrete

C - Concrete

«Let’s work towards maximising our productivity by increasing efficiency across many departments»

Kill two birds with one stone

How can you take your topic area from the abstract to the concrete?


C concrete1

C - Concrete

  • Use concrete terms

  • Give real examples

  • Keep it culturally neutral

The tough general test


Nedp final project checklist2

NEDP final project checklist

  • Can you use a real-world example to explain the importance of your data?

  • Can you use a metaphor to simplify the concepts?

  • What’s the common ground between your research and the audience?

  • Are there any areas in your work that suffer from the curse of knowledge?


Making your ideas sticky

Credibility


C credibility

C - Credibility

  • Who is more credible?

    • 3 star General or a Private?

  • Consider the context

  • What credibility do you have?


C credibility1

C - Credibility

  • Use your own expertise and credibility

  • Use statistics & numbers but they must have context and meaning

  • Importance of Leadership championing an idea


Making your ideas sticky

Why Lessons Learned?

”There is no reason to send troops into the fight and get them killed when a lesson learned the month before could have been used for training.

We’re in the kind of war where an untrained man is a bigger threat to his shipmates than he is to the enemy.”

General Mattis

Former Supreme Allied Commander (Transformation)

Jan 2009

2.2.31


Nedp final project checklist3

NEDP final project checklist

  • What sources of credibility can you use to highlight the importance of your project and/or solution?

  • What sources of credibility do you as a team have for this project?

  • Is there credibility in your data?


Making your ideas sticky

Emotions


Making your ideas sticky

If I look at the mass I will never act. If I look at the one, I will.

Mother Teresa


E emotions

E - Emotions

  • People care about people, not numbers

  • WIIFY?

  • We must make people feel something

  • Put your information in human terms


Nedp final project checklist4

NEDP final project checklist

  • How can you make people care about your project?

  • How can you inspire your audience to take action?

  • What element of the NATO identity in the audience can you appeal to?


Making your ideas sticky

Stories


Making your ideas sticky

Stories

Stories are told and retold because they contain wisdom.

Sources of Power - Gary Klein


S story

S - Story

Movies

Novels

Conversations

Religious texts

Anecdotes

  • Stories are everywhere

  • Story vs. SOP?

  • What stories can you tell about you/your area of knowledge?


3 key plots

3 key plots

  • Challenge (to overcome obstacles)

  • Connection (to get along or reconnect)

  • Creativity (to inspire a new way of thinking)


Nedp final project checklist5

NEDP final project checklist

  • What stories can you tell in your presentation?

  • Can you use a story or vignette to explain any of the concepts?

  • Can your presentation link up with any other larger NATO stories?


Quick test

Quick Test

Simple

  • S

  • U

  • C

  • C

  • E

  • S

Unexpected

Concrete

Credible

Emotional

= more sticky

Story


Succes helps people

SUCCES helps people:

See the key message

Simple

  • S

  • U

  • C

  • C

  • E

  • S

Unexpected

Pay attention

Concrete

Understand, remember

Credible

Believe & agree

Emotional

Care

Act

Story


Value of the mts model

Value of the MTS model

  • Limitless application

    • Consider each of your roles and their influence

  • Applying the principles

    • Visible everywhere

    • Start slow

    • Start with one principle and expand


Resources

Resources


Making your ideas sticky

Make an impression


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