Made to Stick + Developing Competitive Advantage
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Transcript of Made to Stick + Developing Competitive Advantage
Made to Stick(A Book Report)
&
Developing A Competitive Advantage
Belmont Course 2350Creative Entertainment Technologies
Made to Stick
Why do some ideas succeed and others fail?
“Sticky” ideas
Urban Legends
Aesop Fables
What do these have in common?
Sticky = understandable, memorable, and effective in changing thought or behavior
SU CCES
implicity
nexpectedness
oncretedness
redibility
motional
tories
THIS WILL BE ON THE TEST!
Simplicity
Become a Master of Exclusion
In Management -
If we achieve nothing else our company must _______
In Battle -
If we nothing else we must accomplish ______in tomorrow’s mission
In Law...
FIND THE CORE
SHARE THE CORE
FOCUS
Keep your core message simple and memorable
Unexpected
Volkswagen
GET ATTENTION: The Art of SURPRISE!
HOLD ATTENTION: Keep Continued INTEREST
ConcreteHELP PEOPLE UNDERSTAND & REMEMBER
Concrete
VELCRO Theory of Memory:The more hooks in your idea, the better!
Concrete
Capital of Tennessee
The First Line of “Happy Birthday to You”
The Mona Lisa
Your First Car
The Definition of “truth” (everyone has their own interpretation)
A Tangible Idea That is Common Among Us All
Credible
Help People Believe
External Credibility: Pam Laffin
Internal Credibility: Testable Credentials
Make Data Accessible / Humanized
Anti-Smoking Campaign - Pam Laffin
Pam is RealPam is Serious
Pam is SufferingPam is now Dead
Credible
Wendy’s
Credible
Credible
Make Statistics Tangible
EmotionalHow do you get people to care?
or
“If I look at the mass, I will never act. If I look at the one, I will” -Mother Teresa
3 million ZambiansFace Hunger. Thousands
are dying, you could help.
For just the cost of a cup of
coffee per day... you could save this child’s life
Use The Power of Association
Appeal to Self Interest
Appeal to Identity
Emotional
Stories
Subway Jared
Building a Story beyond the Brand
Stories
Stories as Simulation
Talking Shop
Stories as Inspiration
Jared
Get People to Act
SU CCES
implicity
nexpectedness
oncretedness
redibility
motional
tories
Helps People To:
Get the Message
Pay Attention
Understand & Remember
Believe & Agree
Care
Act
Developing a Competitive Advantage
Differentiation
After determining how to present the STORY of our artist in a
“Made to Stick” sort of way....
How do we position them to succeed?
SWOT Analysis
Strengths
Weaknesses
Opportunities
Threats
SWOT Analysis
Developed by Albert S Humphrey
Stanford University 60’s & 70’s
Consulted over 100 companies globally
SWOT Analysis for an Artist
Strengths
Strengths - Attributes of the artist / brand that are helful in achieving the objectives:
Sound
Songs
Style
Performance
Weaknesses
Weaknesses - Attributes of the artist / brand that are harmful in achieving the objectives.
Budget
Originality
Approach
Opportunities
Opportunities - External conditions that are helpful in achieving the objectives
Concerts, Festivals & Tours
Partnerships & Sponsorships
Charities & Benefits
Digital or Word-of-Mouth Marketing
Threats
Threats - External conditions which could do damage to the objectives.
Partner Changes
Culture Shift
Technical Difficulty
Health & Band Breakup
Internal Internal
External External
SWOT Matrix
How Does Your Artist fit into a
SWOT?
SWOT analysis can be very subjective. Do not rely too much on it. Two people rarely come up with the same final version of a SWOT
Use it as a guide and not as a prescription