From Simple to Emotional: Unwrapping the Secrets of Stickiness

Back in 2008, I stumbled upon Chip and Dan Heath's book "Made to Stick" thanks to a blog post by Guy Kawasaki. Kawasaki even shared a "Stickiness Aptitude Test" that I've used to evaluate project ideas from time to time. Today, I want to chat about how this book has influenced my coaching and training advocacy. (And hey, if you're curious, you can check out my original post on the blog advertising network case study!)

"Made to Stick" is a gem for anyone creating products or services. It challenges us to confront the "curse of knowledge." You know, that moment when you're so wrapped up in what you know that you forget what it was like not to know? That's the curse. And it's a real barrier to communicating effectively.

As someone who lives in the world of training and writing, I've seen how this curse can sneak into my work. There were times I dismissed things as too basic or outdated, only to find out later that there was an audience hungry for that very information.

Chip and Dan Heath talk about creating ideas that are not just understood but are memorable and impactful enough to change behavior. They boil it down to six principles, which they cleverly acronym as SUCCESs: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. Here's how I've woven these principles into my work:

Simple

Simplicity is king. A product or service must highlight its core value clearly. Bombarding people with choices just muddles the message. Sometimes, the best approach is to anchor your new idea to something familiar.

When I kicked off my coaching and training advocacy, I offered it as a gift to many colleagues who had never experienced structured coaching. It was a way to introduce them to the concept without overwhelming them. I made sure that our 1-hour session would include action steps.

Unexpected

To grab attention, you've got to surprise your audience. Coaching programs, especially with the licenses I have, tend to intimidate. However, when they go through the experience, the "surprise" makes them appreciate its value.

Concrete

Clarity and memorability go hand in hand. My aim with the coaching project was to ensure that participants could grasp and remember the value of coaching through continuous engagement.

Credible

Authority and testability lend credibility to any program. I pursued numerous certifications to ensure I could offer the most effective and reliable coaching methods.

Emotional

Connecting on an emotional level is crucial. When someone decides to engage in coaching, they're making a personal investment. My approach has always been to listen actively and adapt my role to meet the individual's needs, be it as a coach, trainer, mentor, or assessor.

Stories

Narratives inspire action. By sharing stories, we can view issues from multiple perspectives, fostering understanding and empathy.

"Made to Stick" is a must-read, a book that earns a hearty two thumbs up from me. It's not just about making ideas stick; it's about making them flourish.