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

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The document discusses the concept of 'stickiness' in ideas and communication, outlining key traits that make concepts memorable, such as simplicity, unexpectedness, concreteness, credibility, emotions, and storytelling. It references the work of Heath and Heath and emphasizes the importance of distilling complex ideas into core messages that resonate emotionally with audiences. The 'sticky' principles can be leveraged for better communication in various contexts, particularly in tourism interpretation.

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?

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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?

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

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