Een veelbelovend boek is net uit dat ingaat op welke ideëen een virale potentie hebben. Waardevolle marketing lessen ;-)
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that “stick” and explain sure-fire methods for making ideas stickier, such as violating schemas, using the Velcro Theory of Memory, and creating “curiosity gaps.”
Dr. Moira Gunn speaks with Stanford Business professor Chip Heath, who explains why urban legends grab our attention, why some ideas inspire us while others don’t, and how to craft your message so it sticks with people.
GEZOND VERSTAND •
Inne ten Have
The Secret of Wisdom
This article is devoted to one surprising property of a human nature. You will not believe me first, but I’llshow you, that it is the truth.
So, I tell about incapability of the majority of people to see obvious things when these things are very simple. And people who are able to do this, we call geniuses. For example, only Newton could sight the law of gravitation first, despite apples were falling millennia before him. In general the majority of ingenious things, inventions, are simple enough - a wheel, theorem of Pifagor, Beethoven's Lunar Sonata, etc. For centuries we admire these people, because of our property to think in narrow direction. The people, who able to perceive the world around in full we call geniuses, on the east they are called wise men.
From ancient times Wise men tried to develop ability of perception in the disciples. For example, imperceptibly moved some subject, and the pupil should notice changes in a room, or the disciple should understand what some text is about, by one phrase from it. There is a plenty of ancient riddles and puzzles, which purpose is to make the person to think other way then he has got used to do it in a daily life. The famous ancient wise men are also famous that they could solve the problem in a way unusual for ordinary people. And this way seems very simple - as well as of genious. And nowadays there are a number of people, capable to perceive world around much wider than most of people.
Want to understand really than the wise man differs from the clever person? Let me to offer you the test come to us from an extreme antiquity. More truly it not the test, it’s a riddle, the answer on which is very simple. But only the wise person can answer. If you will solve it, please accept my sincere envy.
So, the thousands years ago lived one old wise man who had three disciples. He wanted that after his death his disciples have found a new wise teacher. Therefore in the will, he has left to the disciples seventeen camels with such instruction: divide camels between the grown-up, average on age and most younger of you as follows: to the grown-up let there will be half, to average – third part, and younger - one ninth part.
When the teacher has died, and the will has been read, disciples have been amazed first with such inept distribution of property of the teacher. One suggested: “ Let's own camels together ”, others searched advice and then spoke: “ we were advised to divide in the way most close to specified ”, the third advised to sell camels and to divide money as per will, and the some people considered, that the will has lost the validity as its conditions cannot be executed. After a while disciples have come to the conclusion, that in the will of the master there could be some secret sense, and they began to ask everywhere about the person who can solve unsoluble problems. Whoever they addressed, nobody could help them, until they have met one wise man. He has told: Here to you the solve of the riddle … And disciples have found the teacher.
I repeat - the answer to a riddle is simple enough. Try to guess. I give you 48 hours to solve it. And in 2 days the answer will be published. Wish you good luck.
This puzzle was created as a wooden version by Dr Vladimir Krasnoukhov, the same designer and inventor who creates our Russian Rattlebacks.
When all the pieces are fitted into their correct place, a 'congratulations' message will pop up.
We are sometimes asked if it is possible, or necessary, to flip some of the pieces over. The answer is no, the pieces do not need to be flipped over. An observant Roy Oetting pointed out that in the real version of the puzzle, two of the pieces are indeed flipped over. While that is true, that is only so that the way that the real puzzle is shown doesn't give anything away. As I say, you do not need to flip any of the pieces. 2007-02-09, door Inne ten Have
Talking Strategy: Three Straightforward Ways to Make Your Strategy Stick
The Heath Bros. walk the walk in this manifesto about three straightforward ways to make your strategy work. They preach the power of concrete language and stories to communicate your strategy effectively. Missed the Heath Bros. on "The Today Show" or NPR? Get to know them here because these ideas stick.
Download de PDF-file (644kb) van de hoofdlijnen van hun boek "Made To Stick" bij Change This 2007-04-26, door Inne ten Have
What people talk about
Lois Kelly is the author of Beyond Buzz: The Next Generation of Word-of-Mouth Marketing. This is her explanation of the top nine types of stories that people like to talk about. If you’re pitching your company to investors, customers, partners, journalists, vendors, or employees and you don’t use at least one of these types of stories, you probably have a problem.
Aspirations and beliefs. More than any other topic, people like to hear about aspirations and beliefs. (This may be why religion is the most popular word-of-mouth topic, ever.) Sun Microsystems’ Scott McNealy’s point of view about ending the digital divide is aspirational as is Patagonia founder Yvon Chouinard’s views about how companies can grow by reducing pollution and creating more sustainable business strategies. Aspirations are helpful because they help us connect emotionally to the speaker, the company, and the issues. They help us see into a person or company’s soul.
David vs. Goliath. In the story of David and Goliath, the young Hebrew David took on the Philistine giant Goliath and beat him. It is the way Southwest Airlines conquered the big carriers, the way the once unknown Japanese car manufacturers took on Detroit, and the way social media is taking on the media giants. Sharing stories about how a small organization is taking on a big company is great business sport. Rooting for the underdog grabs our emotions, creates meaning, and invokes passion. We like to listen to the little guy talk about how he’s going to win and why the world—or the industry—will be a better place for it.
Avalanche about to roll. The mountain is rumbling, the sun is getting stronger, but the rocks and snow are yet to fall. You want to tune in and listen to the “avalanche about to roll” topic because you know that there’s a chance that you will be killed if caught unaware. This theme taps into our desire to get the inside story before it’s widely known. It’s not only interesting to hear someone speak about these ideas, they have the ingredients for optimal viral and pass-along effect.
Contrarian/counterintuitive/challenging assumptions. These three themes are like first cousins, similar in many ways but slightly different. Contrarian perspectives defy conventional wisdom; they are positions that often are not in line with—or may even be directly opposite to—the wisdom of the crowd. The boldness of contrarian views grabs attention; the more original and less arrogant they are, the more useful they will be in provoking meaningful conversations.
Counterintuitive ideas fight with what our intuition (as opposed to a majority of the public) says is true. When you introduce counterintuitive ideas, it takes people a minute to reconcile the objective truth with their gut assumption about the topic. Framing views counter to how we intuitively think about topics—going against natural “gut instincts”—pauses and then resets how we think and talk about concepts.
Challenging widely-held assumptions means that when everyone else says the reason for an event is X, you show that it’s actually Y. Challenging assumptions is good for debate and discussion, and especially important in protecting corporate reputation.
Anxieties. Anxiety is a cousin of the avalanche about to roll, but it is more about uncertainty than an emerging, disruptive trend. Examples of anxiety themes abound: (1) Financial services companies urging baby boomers to hurry up and invest more for retirement: “You’re 55. Will you have your needed $3.2 million to retire comfortably?” (2) Tutoring companies planting seeds of doubt about whether our kids will score well enough on the SATs to get into a good college. Although anxiety themes grab attention, go easy. People are becoming skeptical, and rightly so. Too many politicians, companies have bombarded us with FUD (fear, uncertainty and doubt) with no facts to back up their point.
Personalities and personal stories. There’s nothing more interesting than a personal story with some life lessons to help us understand what makes executives tick and what they value the most. The points of these personal stories are remembered, retold, and instilled into organizational culture. Robert Goizueta, the respected CEO of Coca-Cola, said he hated giving speeches but he was always telling stories—often personal ones about how he and his family had to flee Cuba when Castro took control and had nothing more than his education.
Similarly, when Steve Jobs gave the commencement address to Stanford University in June 2005, he shared his personal story and life lessons. That commencement address, “Stay Hungry. Stay Foolish,” was talked about on thousands of blog and was published verbatim in Fortune magazine. It helped us see Jobs in a new light.
How-to stories and advice. Theoretical and thought-provoking ideas are nice, but people love pragmatic how-to advice: how to solve problems, find next practices, and overcome common obstacles. To be interesting, how-to themes need to be fresh and original, providing a new twist to what people already know or tackle thorny issues like how to get IT and marketing organizations to work together despite deep culture clashes between the two.
Glitz and glam. Robert Palmer sang about being addicted to love. Our society is more addicted to glamour and celebrity. Finding a way to logically link to something glitzy and glamorous is a surefire conversation starter. For example, tagging on to the widespread interest in the Academy Awards, Randall Rothenberg, former director of intellectual property at consultancy Booz Allen-Hamilton, last year talked about the similarity and challenges between creating new “star” product brands and movie stars.
Seasonal/event-related. Last, and least interesting but seems to resonate, is tying your topic into seasonal or major events. Talking about industry predictions around the New Year, advertising during SuperBowl season, executive compensation reform when an executive of a well known company “resigns” with an especially bloated compensation package are examples of this type of story.
Geschreven door Guy Kawasaki 2007-07-05, door Inne ten Have
The Secret to Getting Others to Talk about You
Let me begin with an anecdote. Mary was actively involved in community service. She became the president of United Way of King County – a non-profit community organization - in 1975.
Mary would passionately tell anyone willing to listen about her son and his new company. One of the people who listened was a fellow United Way board member: John Opel.
Five years later, John Opel – president of IBM is looking for a computer operating system. And where does he go? To Redmond, Washington to meet Mary’s son – Bill Gates.
Thanks to that deal with IBM, Bill Gates today is one of the richest men alive. Arguably IBM would never have sent people to Redmond to see a virtually unknown company as Microsoft was then, if John Opel hadn’t heard the name before.
Ah – the power of contacts!
The Limitations of Networking
Aristotle Onassis – the shipping tycoon - was once asked: what would you do if you suddenly lost all your money?
His answer: “I’d get a job, and work till I had saved up $300. Then I’d go buy myself an expensive suit, and go to where the rich people hang out.”
Onassis knew the power of networking.
Of course you only have so much time in a day. You simply can’t network with everyone you’d like to. There are a thousand and one bloggers out there you probably should network with. On top of that, there are all those various forums and social networking sites where you should sow your seeds and network. And that’s just online networking. Add to that: the offline meetups and seminars…
How can you ever be at all these places? You just can’t! So what should you do?
The Solution: Get Others To Talk About You
Bill Gates landed the IBM deal because his mother talked about him. But what can you do to get others besides your family to talk about you?