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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