Stickiness

Over lunch yesterday, I heard a great interview on a local radio station with two authors of what sounds like a great book. Made to Stick is a book about why some ideas thrive while others die. They made a great illustration of their idea. When John F. Kennedy announced that he was going to escalate the space race, he didn't talk about all the technology and man power he was going to devote to the project. Instead he told a great story of the history of exploration with a central theme, "We choose to go to the moon". He inspired the whole country to take on "the most hazardous and dangerous and greatest adventure on which man has ever embarked". You don't hear inspirational speeches from politicians like that today.

In a far less noble effort, the best advertising does just this. It distills the "brand promise" into a single simple idea and forms a story around it that thrills the audience. Think of the CP+B's "Safe Happens" for VW. Each commercial begins with interaction between friends and ends with a dramatic car crash, ending in a "Holy---Safe Happens". The commercial communicates a simple idea, surrounded by a great story. The idea is prominent in all media.

The authors have a blog that's pretty good and includes lots of example of Stickiness.

- Paul Herring

Comments

[Gavin Heaton]

Good point, Paul ... it is not the product per se that excites us, but our own personal vision as to how that product will change our lives.

It is similar to the way that the best blogs (in my view) talk about ideas -- not necessarily pushing for sales/projects. It is like try before you buy -- check out the agency and their approach to ideation/innovation and then decide on engaging them for a project.

[Lewis Green]

Paul,

I've made my living as a communicator/author/free-lance writer/editor/marketer for more than 30 years. I just purchased the book (cheap) at Amazon. Never too old to learn.

[CK]

this was wonderfully done...I now feel competent to change a diaper--but shall leave that to you. Again congrats on your beauty and thanks for making this exercise so fun.