Make your idea stick
In the book Tipping Point, Malcolm Gladwell ( my review ) says “stickiness” of an idea is an important criteria for the idea to tip.
“Made to stick” by Chip Heath & Dan Heath, is an offshoot of the stickiness chapter of Tipping Point where the authors analyze how and why ideas stick. They have even formed a mnemonic for it – SUCCES. Each one by itself will not guarantee your idea to stick – but if rightly applied together, the probability of your idea sticking is higher.
Simple : For an idea to stick, it has to be simple.For that you need to tear apart the unnecessary layers and go to the core of it.
Nike – Just do it.
FedEx – The World on Time
Audi – Vorsprung durch Technik ( ok this is an exception, and being Audi they can make anything stick 🙂 ) Jokes apart it explains very well what Audi does – when tranlated it means – Advancement through technology.
Unexpected : The idea should rattle the listeners up. It should break pre conceived notions. Anything unusual is sticky.
When Apple launched Macbook Air, Steve Jobs pulled the Macbook Air out of an envelope in his keynote address. He did not dish out the numbers about the weight or the thickness of the laptop. Just that image – the unexpectedness of a laptop coming out of an envelope was enough to establish the product in everyone’s mind – the thinnest laptop in the world.
Concrete : If your idea is abstract or vague or is like a puzzle, the probability of it sticking is hard. It should be direct and should not have any ambiguities about it.
Ratan Tata made a statement a couple of years back – “We will produce a car under Rs. 1 Lakh”. It was a concrete statement with no ambiguities. It motivated his team to build this car and they launched a car – with 4 doors which is quite safe, efficient and adequately powerful. All this for under Rs 1 lakh – an incredible feat.
Credible : The idea to stick needs to have the backing of credible people. Quoting customer testimonials is the best example in this regard. If you notice most of the products will proudly present the awards, experts comments and opinions in their website and product brochure.
Emotional : We associate emotions to every incident,thought,object. If an idea generates emotion in your listener, then the probability of the idea being remembered and spread is higher. Try recollecting your favorite TV commercials – the successful ones will invariably appeal to one emotion or the other.
Stories : No one remembers facts, but we all remember stories. We all remember the moral values found in the stories of Panchatantra, Ramayan and Mahabarath. Imagine if we were just sermoned on just the moral values – will we remember any?
The book is filled with lots of anecdotes and case studies. You will never get bored reading this and it will give you many ideas to make your idea stick 🙂
Some quotations from the book :
“In Hollywood, people use core ideas called ‘high-concept pitches.’ You’ve probably heard some of them. Speed was ‘Die Hard on a bus.'”
“Becoming an expert in something means that we become more and more fascinated by nuance and complexity. That’s when the Curse of Knowledge kicks in, and we start to forget what it’s like not to know what we know.”
“Stories are like flight simulators for the brain.”
“The most basic way to get someone’s attention is this: Break a pattern.“
Conspiracy Theories – Part I
I do not have the bandwidth to research – so listing out the news articles I keep coming across which are suspicious in nature…so a reporter can pick it up and run with it and hopefully win a Pulitzer or something !
My dear netas – you deserve business class
Our poor netas, who have already sacrificed some good professions like farming, medicine, engineering, business, law, stock trading, IT etc – for the greater good of the country, and for serving the downtrodden of this nation – are being punished by forcing them to travel in economy class. What sacrilege.
Getting into the zone!
Have you ever experienced being in “the zone”? You might have experienced for sure – but never noticed it. Once you are able to notice how it is to be in the zone – you can plan to get into the zone more often – for better productivity and happiness.
What is the zone?
The zone is a state of mind when time stops, creativity flows, your breathing is relaxed and steady, new ideas spring up and it leaves you energized wanting for more. In spite of working for hours at a stretch, if you are in the zone – you never feel tired.
Zen and the art of motorcycle maintenance, Anna Karenina – are two books that I have read where they talk about this state of mind. Zen book says about getting into the zone on any activity that you do – could be washing dishes, could be fixing a motorcycle, could be writing a blog post. In Anna Karenina, one of the characters – Levin goes to cut corn along with his laborers – this chapter in the book is a masterpiece. Leo Tolstoy beautifully describes how it is to be in the zone – proving why he is one of the greatest brains of all time.
It took some time for me to discover this “getting into the zone” thing. Whenever I am in the zone the code that I produce is beautiful and bug free. New ideas, hidden potential bugs show up and I squash them even before they get a chance to show up.
How to get into the zone?
You need a ritual. Here are some of the things that I do to get ready to go into the zone
1. Music
Either classical music or some movie songs that I have heard a million times before – mostly AR Rahman songs – so they wont distract but will quieten the outside noise.
2. Clear out the feeds and empty inbox
I clear out all the feeds in bloglines, and also empty my inbox – so there is no thread running silently in the head draining resources.
3. Busy status in IM
IM is a big distractor. I educate my buddies not to disturb when I am on busy-status. If they do not respect – I either block them temporarily or sign off from IM.
4. Load up with water
I keep a big jug of water and keep sipping. It will keep the brain hyderated for the upcoming power session !
After this – when I hit the editor I will notice that time would have stopped, and the things around me will disappear and I will not even hear the music. It will be just me and the editor – and things will start flowing. Because now I will be in the zone!
What is your ritual to get into the zone?
5 simple tips to fight Flu
The media is doing what it does best – spreading fear and panic. So here is my little post which is an anti-dote in these scary times. Some tips for increasing your immunity – so when flu gives you a visit, it knows it is not welcome.
JK Wedding video & more
I know I should not be writing about this video – according to Wired’s How to Behave : New Rules for Highly Evolved Humans.
How to make a decision?
Fuses blowing off is a good thing
Microsoft’s battles
Microsoft is fighting lot of battles – that is one problem of being big.