Made to Stick

See also caring; empathy; Mother
Teresa effect
chemicals, non-toxic, 153–55
Chicken Soup for the Soul (book
series), 12, 225–26, 229, 231
choice, and decision paralysis, 34,
36–37
Cialdini, Robert, 80–82, 84, 264n. 81,
270n. 171
Ciba-Geigy (chemical firm), 154
cigarette smoking. See smoking
Cisco corporation, wireless networking
at, 145–46
clinics. See Idea Clinics
Clinton, William Jefferson (“Bill”),
presidential campaign of 1992,
33–34, 50, 239–40
coaching seminars. See Positive
Coaching Alliance (PCA)
Coad, Richard, 219–21
Coca-Cola
Mean Joe Greene commercial,
228–29
as source of rotting bones in Japan,
11
coconut oil, 6, 8
Cold War, and space race, 95–96
Coleridge, Samuel, 273–74n. 210
Collins, Jim, 73
Commander’s Intent statement (CI),
26–28, 46
at Dunn Daily Record, 45
of Southwest Airlines, 29, 30
See also core message
common sense, as enemy of “sticki-
ness,” 72
communication
common advice on, 9–10
framework for, 246–47
sequencing information in, 93
solutions to problems in, 247–49
as two-stage process, 245–46, 247
See also speech-making; stories
complexity
compact expressions of, 51–52,
61–62
as product of simplicity, 53–57
See also analogies; fables; proverbs;
schemas
computers, pen-based, 120–23, 266n.
122
concreteness
as brainstorming technique, 119–23,
125, 126
definition of, 104
in fables, 99, 223
as goal-setting aid, 116
as math teaching strategy, 104–6
as “stickiness” principle, 17, 78, 79,
98–129, 148, 217, 222–23, 237,
248, 254, 265n. 100, 272n. 206
as universal language, 115, 118, 123
Connection plot, for inspirational
stories, 226, 227–29, 237, 257,
274–75n. 226
Connolly, Greg, 135
conspiracy theories, 68–69
core message
compactness in, 45–46, 48, 51–52,
62
details in support of, 139–41, 268n.
138
emotional content and, 269–70n.
168
exercises in defining, 38–41, 51–52,
199–201
importance of, 27–28, 32, 37, 56–57,
62, 129, 237, 240, 241, 244
sharing, 43–46, 48–50, 62
surprise presentation of, 66–67, 70,
71–72, 96–97
I N D E X
283

---

core message (cont’d):
See also fables; pitches, high-
concept; prioritization, forced;
proverbs; simplicity
Covey, Stephen, 144–45, 255
Cray, Ed, 32
creativity
power of spotting vs., 240–42, 257
systematic approaches to, 21–25
Creativity plot, for inspirational stories,
226, 229–30, 231, 249, 257,
274–75n. 226
credentials, testable, 157–61, 260n. 22,
267n. 133
credibility
sources of, 132–47, 150, 151–59,
162–64, 267n. 133, 268n. 138,
272–73n. 206
as stickiness principle, 17, 125,
130–64, 206, 248, 255
curiosity
as byproduct of unexpectedness, 16,
254
“gap theory” of, 84–85, 87, 88–93,
96, 264n. 81
screenwriting and, 82–84
See also attention; interest
Curse of Knowledge
as barrier to concreteness, 114–15
as barrier to emotion, 199, 201
as barrier to simplicity, 46, 57
creating preference for morals over
stories, 237
further research in, 253
as reason for SUCCESs framework,
244–47
and tapping game, 19–21, 259–60n.
19
Daily Record (Dunn, N.C.), 42–45, 48,
71–72
dance project, 140–41
“Darth Vader toothbrush,” 138, 139
David and Goliath (story), 226, 249
decision paralysis, 34–37, 45, 244, 253,
261n. 35
deer, as threats to life, 149–50
Denning, Stephen, 231–35, 257
details, as credibility sources, 137–41,
153, 155, 163, 164, 268n. 138