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Business wants stickiness - is interpretation the glue they're looking for?
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Transcript of Business wants stickiness - is interpretation the glue they're looking for?
BUSINESS WANTS STICKINESSis interpretation the glue they’re looking for?
Regan ForrestSchool of Tourism, University of Queensland – [email protected]
Stop me if you’ve heard this one before . . .
What makes an idea ‘sticky’?
• Urban Legends• Conspiracy theories• Proverbs• Landmark oratory
Heath, C. and Heath, D. (2007) Made to Stick.
Random House, London.
Ingredients of stickiness
• Simple• Unexpected• Concrete• Credible• Emotional• Stories• S
SIMPLE:Can I say it in one sentence?
• The “curse of knowledge”• Distill to core ideas and
concepts• Simple
= Pithy + Profound• Power of analogy:
the “high concept pitch”
UNEXPECTED:Where’s the twist?
• Unexpected = Attention + interest + curiosity
• Mysteries and cliffhangers = intellectual itches that beg to be scratched!
CONCRETE:Can I picture it?
• Abstract language = stickiness solvent
• Concrete language = stickiness setter
• Sensory language and mental imagery
CREDIBLE:Can I believe it?
• The “Sinatra test” • Facts & figures on a human
scale• Testable credentials – see,
hear, feel, smell, taste for yourself
EMOTIONAL:Do I care?
• Heart, not head• Specifics, not
statistics• I’m talking to YOU
STORIES:Can I act on it?
• Stories = mental dress rehearsals
• Sticky storylines:• Challenge plots• Connection plots• Creativity plots
Stickiness in action
37g saturated fat< 37g saturated fat (!)
INTERPRETATIONThe art of the sticky?
• S-U-C-C-E-S-s as an interpretive checklist• Making our messages ‘sticky’ or memorable
• Selling our sticky skills• New markets and applications of interpretive knowledge
and skills
Are we up to the (future) challenge?