 Chip Heath
Innovation, Strategy, Marketing, Branding
NY Times, BusinessWeek, and Wall Street Journal Best-Selling Author of Made to Stick
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SWITCH, NY Times and WSJ Best Seller |
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How to lead a SWITCH
Why do some big changes happen easily while many small changes prove impossible? The answer hinges on some of the most fascinating findings in psychology. Building on this research, Heath will reveal a simple, 3-part framework that will help you change things in tough times, whether the change you seek is at work, at home, or in society. All of us have things we want to change—in our families, our businesses, and our communities. But where do you start? And don’t people resist change? This program will explore some reliable ways to make change efforts stick.
Made to Stick:
Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, Stories:
As different audiences need to focus on a different set of tools, each presentation is built to meet those specific needs. For example, most top managers really need to focus on making their messages more Simple and Concrete. HR managers who are used to managing changes need to better understand how to employ the Emotion as well as Concrete tools in their interactions. For marketing professionals, the session would focus on the Unexpected (to get people's attention in a crowded marketplace) and Credible (because people are already skeptical of marketers). Politicians need to understand Simple, Concrete, and Credible (because people are even more skeptical of politicians than marketers). Lawyers benefit from working on the skills of utilizing Simplicity and Story. Nonprofit managers need to understand Concrete, Emotional, and Story.
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