As a leader, you will have a message you want to communicate to your customers, staff, and the general public. Your message is important to you, so people should remember it. For that, it needs to be “sticky”. To persuade people, you should follow the six basic principles Matthias explains in this episode.
The principles come from a great book called Made to Stick: Why Some Ideas Survive, and Others Die by Chip and Dan Heath. The authors analyzed many ideas and tried to find the magic sauce that made some of them viral, whereas others were quickly forgotten. Interestingly enough, it does not depend on the merits of the idea. Instead, six factors make it likely that people will remember it.
A message should be
- simple
- unexpected
- concrete
- credible
- emotional
- told in stories