Ideas about IdeasIdeas about Ideas
the how’s and why’s of ideas that
stick and spread
ContentsContents
1. Why Ideas Matter?
2. Smart People on Ideas
3. TL;DR (Too Lazy; Didn’t Read)
4. 5 Key Takeaways
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WHY IDEAS MATTER?WHY IDEAS MATTER?
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"You can have brilliant ideas, but if you can't get them across, your ideas
won't get you anywhere." - Lee Iacocca
"You can have brilliant ideas, but if you can't get them across, your ideas
won't get you anywhere." - Lee Iacocca
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SMART PEOPLE ON IDEASSMART PEOPLE ON IDEASMany books have been read to dry and decode the viral
element of ideas, here are some of the most well known.
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Tipping pointTipping point
The Tipping Point is the
moment of critical mass, the
threshold, the boiling point
Three rules of epidemics
1. Law of the few
2. Stickiness Factor
3. Power of Context
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Made to StickMade to Stick
Some ideas are stickier then
others. Truth is not a factor of
stickiness. Ideas that Stick are:
1. Simple
2. Unexpected
3. Concrete
4. Credible
5. Emotional
6. Stories
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Unleashing the IdeavirusUnleashing the IdeavirusAn Ideavirus is an idea that moves and
grows and infects everyone it touches.
Elements of an Ideavirus:
1. Sneezer
2. Hive
3. Velocity
4. Vector
5. Medium
6. Smoothness
7. Persistence
8. Amplifier
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ContagiousContagious
Contagious ideas are ideas that
pass from peer to peer. This book
talks about why people share.
What makes an idea contagious:
1. Social Currency
2. Triggers
3. Emotional Resonance
4. Public Observation
5. Practical Value
6. Stories
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TL;DRTL;DROr if you can’t be bothered to read up on these, what are
the common conclusions?
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You can think about an idea as a virus that goes onto infect a population
You can think about an idea as a virus that goes onto infect a population
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VIRALITYis a function of
STICKABILITY &
SPREADABILITY
VIRALITYis a function of
STICKABILITY &
SPREADABILITY
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STICKABILIT
Yhow much an idea stays with
the person after exposure
(or how sick a person gets)
STICKABILIT
Yhow much an idea stays with
the person after exposure
(or how sick a person gets)13
SPREADABILIT
Yhow fast the idea moves
through a population
(or how contagious the virus
is)
SPREADABILIT
Yhow fast the idea moves
through a population
(or how contagious the virus
is)14
Before an idea sticks, people need to pay attention
Before an idea sticks, people need to pay attention
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To get attention we must break a pattern
then provide a resolution
HUH?? > AHA!
To get attention we must break a pattern
then provide a resolution
HUH?? > AHA!
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An idea sticks with a person for a number of
reasons
An idea sticks with a person for a number of
reasons
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An idea will stick if it’s
VALUABLEAn idea will stick if it’s
VALUABLE
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Ideas give value through being:
USEFUL
21WealthWealthHealthRelationshi
ps
An idea will stick if it’s
UNDERSTOODAn idea will stick if it’s
UNDERSTOOD
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Ideas are easy to understand when they are:
SIMPLE&
CONCRETE
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CoreIdeaCoreIdea
Scaffold off existing
knowledge
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33g33g or
An idea will stick if it’s
CREDIBLEAn idea will stick if it’s
CREDIBLE
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Ideas are credible when the source is:
TRUSTED
Authority
Authority
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Experts Friends
An idea will stick if the person is
RECEPTIVEAn idea will stick if the person is
RECEPTIVE
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Factors that influence how receptive a person is:
IDENTITY&
CONTEXT
How I see myself
How I see myself
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How I think others see
me
Identity
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Context
Once an idea sticks, you need to figure out
how to make it spread
Once an idea sticks, you need to figure out
how to make it spread
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But before it spreads, it must be shared
But before it spreads, it must be shared
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3 things that enable sharingmotivations, ability and a
trigger
3 things that enable sharingmotivations, ability and a
trigger
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we are motivated to share because we gain social currency
we are motivated to share because we gain social currency
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our ability to share is impacted on how easy it is to share
our ability to share is impacted on how easy it is to share
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MEDIUMMEDIUM
MESSAGE
vs
vs
we share because we get are triggered by an
external stimuli
we share because we get are triggered by an
external stimuli
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An idea spreads when it is shared through
disparate networks
An idea spreads when it is shared through
disparate networks
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Idea
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Idea
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Idea
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Idea
Connector
5 KEY TAKEAWAYS5 KEY TAKEAWAYS
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TAKEAWAY #1
Make your idea easy to understand
TAKEAWAY #1
Make your idea easy to understand
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TAKEAWAY #2
Make your idea easy to share
TAKEAWAY #2
Make your idea easy to share
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TAKEAWAY #3
Show Credibility and spark Curiosity
TAKEAWAY #3
Show Credibility and spark Curiosity
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TAKEAWAY #4
Think about how your idea reinforces identity
TAKEAWAY #4
Think about how your idea reinforces identity
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TAKEAWAY #5
Pick the correct base to seed your idea
TAKEAWAY #5
Pick the correct base to seed your idea
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THANKS!THANKS!
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