March 2017

The Subtle Layers of Persuasion

“Like acting, sales works best when hidden.” ― Peter Thiel, Zero to One.

 

The Greek poet Homer tells the story of Ulysses, a respected warrior. As Ulysses is sailing home from the Trojan war, the goddess of magic, Circe, speaks to him. She warns him of two monsters pretending to be beautiful women singing. She warns him anyone who hears their singing is overcome with desire and falls into their trap. Many passing sailors are lured to their island and murdered. What Ulysses did in response teaches us how we can deal with master persuaders. But let’s get to Ulysses story later.

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SUMMARY: Made to Stick — By Chip Heath & Dan Heath

“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post

 

“All creative ads resemble one another, but each loser is uncreative in its own way.” That’s the premise of this book. The ideas that make people care, that persuade, that stick, are all alike. They have certain secrets which make them stick…

 

Why do some ideas survive and others die? They have SUCCESs:

 

  1. Simple – Easily understood.
  2. Unexpected – Capture attention.
  3. Concrete – Clear.
  4. Credible – Trusted.
  5. Emotional – We care.
  6. Story – We act and remember.

 

These six principles form each of the six main chapters of this New York Times Bestseller, Made to Stick.

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How Ideas Spread: The Diffusion of Innovations Theory

New ideas are difficult to spread. Even when they’re right. Even when they save lives.

 

In 1846, a Hungarian doctor named Ignaz Semmelweis had a brilliant idea. If implemented quickly, it would save the lives of thousands of mothers in his own hospital. And millions of lives worldwide. But that’s not what happened.

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