Building Air Quality December 2018

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How Does Santa Do It?

A Guide to Making Ideas Stick

UncoversWhat Makes Ideas Matter Chip and Dan Heath’s ‘Made to Stick’

Have you ever wondered why certain stories that have no basis in fact get passed around like wildfire? Whether they’re rumors, urban legends, or conspiracy theories, these tales can often gain more traction than important ideas and facts. In their book“Made to Stick: Why Some Ideas Survive and Others Die,”Chip and Dan Heath

“Made to Stick”explains those attributes using myriad examples to illustrate how stickiness works in the real world. Early in the book, the Heaths share six key principles, demonstrating how good ideas are made valuable and exciting by their simplicity, unexpectedness, concreteness, and credibility; are capable of rousing emotions; and are often presented in the form of stories. While these principles are relatively

relayed idea.“Had John F. Kennedy been a CEO, he would have said, ‘Our mission is to become the international leader in the space industry through maximum team-centered innovation and strategically targeted aerospace initiatives,’” they explain. Nobody would have been excited about that. If you’ve ever thought that you had a great idea but couldn’t get your employees to buy into it, a lack of stickiness may be the cause. Understanding how to present your ideas in an inspiring way could unlock the key to increased productivity and growth like you’ve never achieved before. The next time you present an idea to your team, a group of conference attendees, or any other audience, ask yourself if that idea will stick. If it won’t, you’re just wasting your time. If you need a little guidance on how to make your ideas punch a little harder,“Made to Stick”should be on your holiday book list.

explore the qualities that give ideas relevance and pass-around value.

“An accurate but useless idea is still useless,”they write. This point is key to understanding why people get excited about certain ideas and ignore others. The Heaths argue that the presentation of ideas can have just as much of an impact on their “stickiness”as the content of the ideas. After analyzing hundreds of examples, they note,“We began to see the same themes, the same attributes, reflected in a wide range of successful ideas.”

straightforward, they are often subverted in an effort to use business jargon and other neutered forms of language. The Heaths deploy John F. Kennedy’s famous speech about putting a man on the moon as an example of a compellingly

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