Made to Stick

Nice Guys Finish Last (Durocher), 239
Nice Guys Finish Seventh (Keyes),
238–39
Nobel Prize in medicine, winners of,
132
Nordstrom (department store), 73–75,
82, 97, 104, 236, 240–41, 242, 247
“No school next Thursday” lead, 
75–76
Nostradamus, prophecies of, 12
“nurse story.” See pneumopericardium,
emergency treatment of
nutrition, USDA guidelines for, 6–7
Ocweija, Bob, 219–20, 251
O’Hara, Tim, 268n. 149
Oprah Winfrey Show, The, 148, 221
oral rehydration salts (ORS), messages
about, 123–26, 250
organ theft. See Kidney Heist tale
Ott, Mel, 238
Packard Foundation, 103
Palm Pilot, development process for,
48–50, 244
Pavlov, Ivan, 270n. 171
PDAs (personal digital assistants),
49–50
Pegasus mess hall, 185–87, 191
Pennington, Nancy, 272–73n. 206
People (magazine), inspiring stories in,
226
Philip Morris (tobacco company),
169–70
phobias, treatment of, 212
pitches, high-concept, 57–60
planning process, value of, 26
plots. See stories
pneumopericardium, emergency
treatment of, 204–6
“pocketable radio.” See transistor radios
Pokémon (game), 84, 85
politics, voter motivation and, 188–90,
261n. 29
pomelo, as schema example, 53–55,
58, 253
popcorn, saturated fat and, 6–8, 14–15,
16, 17–18, 146–47, 251
popcorn popper, as fire-safety film
giveaway, 187–88
Porras, Jerry, 73
Positive Coaching Alliance (PCA),
158–59, 174, 175–76
prejudice, racial, 111–13, 251, 254
principles, and self-interest, 189, 190
prioritization, forced, 32–33, 34, 37, 43,
45
See also core message; simplicity
problem-solving
springboard stories and, 233–35
visualization and, 210–14
Proposition 13 (Calif. ballot initiative,
1978), 189
proverbs
as compact messages, 61–62
evolution of, 276n. 238
“stickiness” of, 11–12, 16, 17, 19,
47–48, 59, 244, 249, 253
See also fables
PSI (nonprofit group), 124, 125
puzzles, clues to, 93
See also mysteries
racial prejudice experiment, 111–13,
251, 254
radios. See transistor radios
Rashomon (film), 171–72
Reagan-Carter debate (1980), 17, 
158
Redelmeier, Donald, 36
relativity, semantic stretch of term,
171–72, 175
Robertson, Spencer, 268n. 136
Rohner Textil company, 153–55
Rokia, 166, 182
role-playing exercises, 202
Rolland, Sue Ginder, 113
romance stories, 229
288
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Rubin, David, 110, 262n. 54, 265n.
100
rumors
fleash-eating bacteria on bananas,
132–34
Halloween candy, 13–15
See also urban legends
“Saddleback Sam,” 128–29, 255
Sadoski, Mark, 265n. 100, 269–70n.
168
Safexpress (shipping company), 
151–52
Saint-Exupéry, Antoine de, 28
Saturn, rings of, 80–81, 82, 87, 248,
254
Savage, L. J., 34–35
Save the Children, fundraising appeals
for, 165–67, 171, 177, 182
Scanlon, Chip, 261n. 31
schemas
in ad campaigns, 198
human-scale principle and, 145–46
movie pitches as, 57–60
psychological research on, 262–63n.
54
as teaching aids, 54–57, 76, 105
violations of, 67, 71–72, 73–76,
77–78, 79, 82, 88, 194–95
See also analogies
Schon, Donald, 60
Scott, Mike, 197
self interest, appeals to, 177–91, 199,
203, 249, 256
See also identity; WIIFY
“semantic stretch,” 171–77, 270n. 173
sequencing, in communications, 93
Shackleton, Ernest, 230
Shafir, Eldar, 35–36
shark attacks, statistics on, 148–50
Shedler, Jonathan, 138
Sherman, Dean, 194–95
shop talk, value of, 206–8
Silverman, Art, 6–7, 9–10, 146, 251
simplicity
definition of, 27–28, 46, 48
as “stickiness” principle, 16, 25–62,
222, 237, 240, 253, 272n. 206