The subtitle of this book promises to give answers to the question: Why some ideas survive and others die.
It was on the internet that I first read about Made to Stick by the brothers Chip and Dan Heath. Their website gave excerpts and reviews that caught my interest. So when I went with Girlie and Ayen to Trinoma, I looked for the book at the National Book Store.
Luckily there was a copy on the shelves. “It’s the last one left,” according to the saleslady. I hesitated because of the hardbound copy price, and flipped quickly through the book. Too many pages to read in an hour. I decided to buy it as a Christmas gift to myself. Besides I thought Girlie will like it, like many of the other books I buy.
“Why does Tatay spend so much for books?” Ayen asked her mother on our way home. Girlie explained that I need books for my work. We both learned from Charles Handy that his paid work as professional lecturer and author required devoting many days in a year to reading, reflecting, and writing.
I don’t do much of that kind of paid work, so I have other reasons for reading. One is to help me make sense of my life’s experiences and observations. Good books help me live out the second law of lifetime growth – Make your learning greater than your experience.
The other reason is linked to my passion (and also frustration) to develop an alternative higher education program for the grassroots. I read to distill the ideas and wisdom of others, so that I can make them accessible to grassroots leaders. I even have a slogan for this project: Leaders are readers.
The project faces a dilemma that has been articulated by Mario Taguiwalo during the debates on the preferred language of instruction. He disagrees with those who want to use English as medium of instruction; he says that learning is faster and more effective if children and youth are taught in their native language. But he also says that learning English gives the students potential access to a wide world of knowledge. Publications in our native languages offer our students a limited range of choice, since the Philippines does not have a policy of translating as many books as possible, unlike Germany, or Japan, or South Korea.
I used to handle the module on Communications at the Grassroots Leadership Courses of ELF. We told the grassroots leaders that one of the core skills of leaders is communications – in small group discussions, in public speaking, in using media. We went through a lot of exercises, including role-play before actual radio interviews or public speeches.
The Communications modules have received good feedback, and various evaluations did observe that leader-graduates of ELF are effective communicators. But looking back, we could have improved their effectiveness if we had devoted more time to the points raised in Made to Stick.
The authors summarize their core message through the acronym SUCCESs. The six principles for creating successful a idea can also be expressed this way: a Simple Unexpected Concrete Credentialed Emotional Story.
1. Simplicity. This does not mean keeping it short or simplistic. it means stripping your message to its core, using the principle of exclusion. Good proverbs are an example.
2. Unexpectedness. Initially, this means grabbing the audience’s attention, but surprise will not last. We must generate interest and curiosity. We can engage people’s curiosity over a long period of time by systematically “opening gaps” in their knowledge — and then filling those gaps.
3. Concreteness. How do we make our ideas clear? We must explain our ideas in terms of human actions, in terms of sensory information. Sticky ideas are full of concrete images because our brains are wired to remember concrete data. In proverbs, abstract truths are often encoded in concrete language.
4. Credibility. How do we make people believe our ideas? Sticky ideas have to carry their own credentials. We need ways to help people test our ideas for themselves — a “try before you buy” philosophy for the world of ideas.
5. Emotions. How do we get people to care about our ideas? We make them feel something. Research shows that people are more likely to make a charitable gift to a single needy individual than to an entire impoverished region. We are wired to feel things for people, not for abstractions. The hard part is finding the right emotion to harness.
6. Stories. How do we get people to act on our ideas? We tell stories. Research shows that mentally rehearsing a situation helps us perform better when we actually encounter that situation in life. Similarly, hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively.
These excerpts from their descriptions of the six principles are too succinct to do them justice. Girlie and I agree that we need to apply them to our advocacy of “lifelong learning,” and a “learning city.” So far, even though we have been enthusiastic in explaining these ideas, our approach has been too conceptual for our audiences.
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