SlideShare una empresa de Scribd logo
1 de 13
Descargar para leer sin conexión
BUSINESS WANTS STICKINESS
is interpretation the glue they’re looking for?

                            Regan Forrest
  School of Tourism, University of Queensland – r.forrest1@uq.edu.au
Stop me if you’ve heard this
one before . . .
•   Urban Legends
                                 •   Conspiracy theories
                                 •   Proverbs
                                 •   Landmark oratory
Heath, C. and Heath, D. (2007)
        Made to Stick.
  Random House, London.




What makes an idea ‘sticky’?
•   Simple
•   Unexpected
•   Concrete
•   Credible
•   Emotional
•   Stories
•   S



Ingredients of stickiness
• The “curse of knowledge”
• Distill to core ideas and
  concepts
• Simple
  = Pithy + Profound
• Power of analogy:
  the “high concept pitch”


SIMPLE:
Can I say it in one sentence?
• Unexpected =
  Attention + interest +
  curiosity
• Mysteries and
  cliffhangers =
  intellectual itches that
  beg to be scratched!


UNEXPECTED:
Where’s the twist?
• Abstract language =
  stickiness solvent
• Concrete language =
  stickiness setter
• Sensory language and
  mental imagery



CONCRETE:
Can I picture it?
• The “Sinatra test”
• Facts & figures on a human
  scale
• Testable credentials – see,
  hear, feel, smell, taste for
  yourself



CREDIBLE:
Can I believe it?
• Heart, not head
• Specifics, not
  statistics
• I‟m talking to YOU




EMOTIONAL:
Do I care?
• Stories = mental dress
  rehearsals
• Sticky storylines:
  • Challenge plots
  • Connection plots
  • Creativity plots




STORIES:
Can I act on it?
37g saturated fat   < 37g saturated fat (!)




Stickiness in action
• 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




INTERPRETATION
The art of the sticky?
Are we up to the
(future) challenge?

Más contenido relacionado

Más de Regan Forrest

Curating your online presence
Curating your online presenceCurating your online presence
Curating your online presenceRegan Forrest
 
Measuring Visitor Perceptions of the Exhibition Environment
Measuring Visitor Perceptions of the Exhibition EnvironmentMeasuring Visitor Perceptions of the Exhibition Environment
Measuring Visitor Perceptions of the Exhibition EnvironmentRegan Forrest
 
Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...
Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...
Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...Regan Forrest
 
Social media seminar
Social media seminarSocial media seminar
Social media seminarRegan Forrest
 
Big stories in small places
Big stories in small placesBig stories in small places
Big stories in small placesRegan Forrest
 
Forrest state of design 2011
Forrest state of design 2011Forrest state of design 2011
Forrest state of design 2011Regan Forrest
 
Forrest interpreter as_advocate
Forrest interpreter as_advocateForrest interpreter as_advocate
Forrest interpreter as_advocateRegan Forrest
 

Más de Regan Forrest (7)

Curating your online presence
Curating your online presenceCurating your online presence
Curating your online presence
 
Measuring Visitor Perceptions of the Exhibition Environment
Measuring Visitor Perceptions of the Exhibition EnvironmentMeasuring Visitor Perceptions of the Exhibition Environment
Measuring Visitor Perceptions of the Exhibition Environment
 
Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...
Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...
Perceived atmosphere - a tool for quantifying visitor perceptions of the exhi...
 
Social media seminar
Social media seminarSocial media seminar
Social media seminar
 
Big stories in small places
Big stories in small placesBig stories in small places
Big stories in small places
 
Forrest state of design 2011
Forrest state of design 2011Forrest state of design 2011
Forrest state of design 2011
 
Forrest interpreter as_advocate
Forrest interpreter as_advocateForrest interpreter as_advocate
Forrest interpreter as_advocate
 

Business wants stickiness - is interpretation the glue they're looking for?

  • 1. BUSINESS WANTS STICKINESS is interpretation the glue they’re looking for? Regan Forrest School of Tourism, University of Queensland – r.forrest1@uq.edu.au
  • 2. Stop me if you’ve heard this one before . . .
  • 3. Urban Legends • Conspiracy theories • Proverbs • Landmark oratory Heath, C. and Heath, D. (2007) Made to Stick. Random House, London. What makes an idea ‘sticky’?
  • 4. Simple • Unexpected • Concrete • Credible • Emotional • Stories • S Ingredients of stickiness
  • 5. • The “curse of knowledge” • Distill to core ideas and concepts • Simple = Pithy + Profound • Power of analogy: the “high concept pitch” SIMPLE: Can I say it in one sentence?
  • 6. • Unexpected = Attention + interest + curiosity • Mysteries and cliffhangers = intellectual itches that beg to be scratched! UNEXPECTED: Where’s the twist?
  • 7. • Abstract language = stickiness solvent • Concrete language = stickiness setter • Sensory language and mental imagery CONCRETE: Can I picture it?
  • 8. • The “Sinatra test” • Facts & figures on a human scale • Testable credentials – see, hear, feel, smell, taste for yourself CREDIBLE: Can I believe it?
  • 9. • Heart, not head • Specifics, not statistics • I‟m talking to YOU EMOTIONAL: Do I care?
  • 10. • Stories = mental dress rehearsals • Sticky storylines: • Challenge plots • Connection plots • Creativity plots STORIES: Can I act on it?
  • 11. 37g saturated fat < 37g saturated fat (!) Stickiness in action
  • 12. • 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 INTERPRETATION The art of the sticky?
  • 13. Are we up to the (future) challenge?