Recommended reading for everyone and required material for everyone in marketing. “Made to Stick” describes in simple words and lots of examples why some ideas stick and others don’t. How to avoid CEO-speak and ‘facts sharing’ in favour of telling stories, that are Simple, Unexpected, Concrete, Credible, Emotional and Stories (S U C C E S).
The book builds on the ideas shared by Seth Godin and Malcolm Gladwell who describe the art of story telling (all marketers are liars, Seth Godin) and how small ideas can make a big difference (the tipping point, Malcolm Gladwell).
As IT Marketeers we are often unsuccessful in getting beyond the facts and telling a story. We are cursed by knowledge and try to cover all the details rather then to tell a story that engages the audience.
A video interview with the authors is avaiable on YouTube, you’ll find other related video’s there.
I just read a paragraph of text on a website of an IT software vendor that makes it clear we have a lot to learn: “Product XX drives unparalleled Business and IT alignment through a unified, cross-platform software suite that bridges the gaps between people, processes, applications, and information”.