The MoD Book Club
Event Date: January 15th, 2009 Time: 6:30 p.m. – 8:30 p.m.
Location: The Spoke Club 600 King Street West 4th Floor, Toronto ON
On January 14th MoD hosted its 3rd quarterly book club with a great group of Marketers from companies the likes of Fidelity, PepsiCo, EF, GE, and HSBC . Authors, Dan and Chip Heath two brothers with like minds, discuss in their book the key principles that make ideas stick and illustrate why other ideas flounder when they lack all or most of the S.U.C.C.E.S.S. factors.
After a few glasses of wine and a great selection of Cheese and handmade Charcuterie (care of the outstanding Spoke kitchen) conversation followed the principles alongside current examples of personal experiences.
Breaking a bit from a traditional salon dialogue we organized a two team challenge, charging the marketers with the task of selling the new Black Berry Storm© using as many of the SUCCESS principles as possible: Simple, Unexpected, Concrete, Credible, Emotional and Stories. A fun presentation by both teams followed which included the theme song of ‘The Brady Bunch’ from one team with a family oriented message - The hope to make an emotional connection (using the wholesome credibility of the Brady bunch theme song).
Team two created a personified relationship to the device likening it to a real relationship. The concept told a great story, and created the emotional connection in tandem with concrete and credible circumstances that made the idea stick just a little more.
All in all a fun night and definite excitement for May’s book selection!
Marcie
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From the PublisherMark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.” Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.” |
In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.
Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.
About the Author
Chip Heath is a professor of organizational behavior in the Graduate School of Business at Stanford University. He lives in Los Gatos, California.
Dan Heath is a Consultant to the Policy Programs of the Aspen Institute. A former researcher at Harvard Business School, he is a co-founder of Thinkwell, an innovative new-media textbook company. He lives in Raleigh, North Carolina
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