I liked the idea so much… I bought the book

posted by Brendan Hodgson

…and to be quite honest, I don’t know much more about the book than what I read here, and from there, here and here (which includes a great Q&A with the authors). Though I tend to have a fair bit of faith in each of their opinions.

And yet even in simply reading these other blog posts about “Made to Stick”, the Heath brothers’ premise makes a lot of sense – even from the perspective of PR and the campaigns, strategies and messages we create for clients. Like any great idea, they work because they are:

Simple
U
nexpected
C
oncrete
C
redible
E
motional
S
tories

I was particularly drawn to a great quote from one of the Heath brothers in response to a question from Guy Kawasaki in his interview:

…Lots of research in economics and psychology shows that when we know something, it becomes hard for us to imagine not knowing it. As a result, we become lousy communicators. Think of a lawyer who can’t give you a straight, comprehensible answer to a legal question. His vast knowledge and experience renders him unable to fathom how little you know. So when he talks to you, he talks in abstractions that you can’t follow. And we’re all like the lawyer in our own domain of expertise.

Too often, simplicity is the essential requirement for effective communications, and yet I’ve seen, on a number of occasions, companies and consultants alike either presuming they’re audiences know more than they actually do, or being so closely connected to their business, technology or product that they are unable to speak in anything but the jargon of the business they’re in. And, in doing so, destroying any potential to connect with those audiences they might have had.

As Guy warns, “If you read this book, you’ll revamp a lot of your marketing material (as you probably should).”

 

2 Comments
09

Feb
2007

Leo Bottary

So true.  What a valuable lesson!

09

Feb
2007

Mary-Louise Boyd

I work for Guy Kawasaki, and I would like to thank you for your comments about Guy and his blog.

Mary-Louise

Online Assistant

Mary-Louise@garage.com

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