Crafting a Message That Sticks

I like what Chip Heath, Professor of Organization Behavior at Stanford, has to say about communication in The McKinsey Quarterly.* In this interview, he discusses “sticky ideas,” ones that people remember and that change something about the way they think or act.

Professor Heath states that the best advice is to make messages more concrete. Keeping them simple and credible, emotional and unexpected-with surprises-are other basic traits of sticky ideas. Finally, telling a story makes a message more effective, as “[s]tories act as a kind of mental flight simulator, preparing us to respond more quickly and effectively.”** Good stuff.

* registration is free.

** As a junior lawyer, I had to draft a securities filing for a complicated transaction. I was working with a seasoned attorney in our firm and his advice was to “tell a story.” The point was to make it easier for those reading it (i.e., the regulators at the SEC) to understand. I don’t remember much else about the transaction, but this stuck with me.

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