Made to Stick

See also analogies; complexity; core
message; proverbs; schemas
simulations
as exercises in empathy, 202
as problem-solving tools, 210–14
as reactions to stories, 18, 206,
208–14, 222, 237, 256, 272–73n.
206, 273n. 209, 273–74n. 210
as skill-building exercises, 213
Sinatra Test, 151, 152, 153, 155, 164,
249, 255
smoking
motivation for quitting, 18, 255–56
TV ad campaigns against, 135–36,
169–71
Snapple (fruit drink company), KKK
rumors and, 157, 226
soccer team analogy, as statistics
context, 145–46
Sony corporation, 93–95, 97, 116, 
123
sound bites, 46–47, 48
“sour grapes,” 98–99
Sources of Power (Klein), 205–6
Southwest Airlines, 28–30, 56–57, 72,
263n. 63
Soviet Union, in space race, 95–96
speech-making, style vs. “stickiness” in,
9–10, 242–50, 257
See also communication
Speed (film), 58–59
sports, TV coverage of, 90–92
sportsmanship, campaign to revive,
174–76
spotting, as method of finding sticky
ideas, 15–16, 224, 230–31, 240–42
Springboard, The (Denning), 233–34,
275n. 231
springboard stories, 233–35, 249, 257
Springer, Carol, 107
I N D E X
289

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Stanford University
arts organization workshop and,
139–40
“Making Ideas Stick” class at, 12,
102, 242–44, 245–46, 257
psychological research at, 11–12,
19–20, 274–75n. 226
statistics
analytical responses to, 167
as “internal credibility” sources,
141–47, 149–50, 153, 155, 156,
163, 164
vs. stories in memory, 242–43
See also details; Sinatra Test
“stickiness”
basic principles of, 12, 14–19, 20, 24,
251–57
definition of, 8
need for, 8–9
origin of term, 13
psychological barriers to, 19–21, 72
research on, 11–12, 13, 15, 22–24,
268n. 138
spectrum of, 4–5, 8
spotting vs. creating ideas with,
224–26, 230–31, 240–42
See also SUCCESs checklist
Stone Yamashita Partners, 116–18
stories
as inspiration, 18, 206, 218–24,
225–37, 256–57, 274–75n. 226
mental simulations and, 18, 206,
208–14, 222, 237, 256, 272–73n.
206, 273n. 209, 273–74n. 210
plot templates for, 225–31
screenwriting and, 83–84, 85
spotting vs. creating, 230–31, 237
as springboards for problem-solving,
233–35, 257
“stickiness” of, 18, 204–237, 243,
248–49, 256–57
as teaching tools, 204–6, 208, 214,
215–17
Studzinski, Melissa, 126–28
Subway (sandwich shop chain)
advertising campaigns for, 15–16,
218–24, 231, 242, 251, 256
“sandwich artists” at, 61
SUCCESs checklist, 18–19, 21, 28, 30,
222–23, 237, 246–47, 251, 253
See also concreteness; credibility;
emotions; simplicity; stories;
unexpectedness
sun exposure, clinic, 38–41
Super Bowl 2000 advertising spot,
69–70
“sure-thing principle,” 34–36
Suri, Jane Fulton, 202
surprise. See unexpectedness
“surprise brow,” 68
Sweeney, Mike, 100–1, 103
Switzerland, textile manufacture in,
153–55
Syrek, Dan, 195–97, 198–99
tappers-listeners experiment, 19–20,
115, 201, 237
See also Curse of Knowledge
teaching
buzzwords in, 99
case study method in, 107–9
strategies for, 10–11, 75–76, 80–82,
92, 104–6, 168, 215–17, 224
student self-interest and, 179–80
See also racial prejudice experiment;
simulations
television. See advertisements; cable
TV; sports, TV coverage of
Telling Others. See communication
Tempe (Ariz.), cable TV promotion in,
180–82
testable credentials. See credentials,
testable
Texas, antilitter campaign in, 195–99,
249, 256
textbooks, design of, 264n. 80
textile manufacturing, non-toxic
chemicals for, 153–55
290
I N D E X

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“They Laughed When I . . . ,” 177–78