1. Improving Communication Written and Presented by: Michael Evanchan

2. What Sticks ? Part 2

3. Based on the book:

4. 2 Steps 1) Find the Core 2) Apply SUCCES s

5. SUCCES s

6. S imple U nexpected C oncrete

7. Making the right associations help others believe , care and act

8. C redible S tory E motional

9. C redible

10. How do we make them believe ?

11. External Credibility

12. Experts Celebrities Clients

13. Internal Credibility

14. Details & Statistics

15. “ Statistics aren’t inherently helpful, it’s the scale and context that makes them so”

16. “ Statistics aren’t inherently helpful, it’s the scale and context that makes them so”

17. Form an Association

18. E motional

19. What do people care about?

20. People care about themselves

21. Form an Association

22. Don’t Care Care Association

23. S tory

24. Drive Action

25. Spotting the right stories help simulate and inspire action

26. Spotting the right stories help simulate and inspire action

27. Spotting the right stories help simulate and inspire action

28. us to act Teaches

29. us to act Inspires

30. What Sticks ?

31. 2 Steps 1) Find the Core 2) Apply SUCCES s