7. “Sticky” ideas
Urban Legends
Aesop’s Fables
What do these have in common?
8. “Sticky” ideas
Urban Legends
Aesop’s Fables
What do these have in common?
Sticky = understandable, memorable, and effective in
changing thought or behavior
17. Why is this important?
The “curse of knowledge” is that we know all
have learned a great deal of information, but
don’t retain it all.
SUCCESs gives us a checklist to help keep
brands and ideas “sticky” and easy to remember
19. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
20. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
In Management -
If we achieve nothing else our company must _______
21. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
In Management -
If we achieve nothing else our company must _______
22. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
In Management - Be the
Lowfare
Airline
If we achieve nothing else our company must _______
23. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
In Management - Be the
Lowfare
Airline
If we achieve nothing else our company must _______
In Battle -
If we nothing else we must accomplish ______
in tomorrow’s mission
24. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
In Management - Be the
Lowfare
Airline
If we achieve nothing else our company must _______
In Battle -
If we nothing else we must accomplish ______
in tomorrow’s mission
25. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
In Management - Be the
Lowfare
Airline
If we achieve nothing else our company must _______
In Battle -
If we nothing else we must accomplish ______ “We must
in tomorrow’s mission takeover
the hill”
26. Simplicity
FIND THE CORE
Become a Master of Exclusion
SHARE THE CORE
In Management - Be the
Lowfare
Airline
If we achieve nothing else our company must _______
In Battle -
If we nothing else we must accomplish ______ “We must
in tomorrow’s mission takeover
the hill”
In Law...
38. Concrete
A Tangible Idea That is Common Among Us All
Capital of Tennessee
The First Line of “Happy Birthday to You”
The Mona Lisa
Your First Car
(NOT) The Definition of “truth” (everyone has
their own interpretation)
39. Credible
Help People Believe
External Credibility: Pam Laffin
Internal Credibility: Testable Credentials
Make Data Accessible / Humanized
45. Emotional
How do you get people to care?
or
3 million Zambians
Face Hunger. Thousands
are dying, you could help.
46. Emotional
How do you get people to care?
or
For just the cost
3 million Zambians of a cup of
Face Hunger. Thousands coffee per day...
are dying, you could help. you could save
this child’s life
47. Emotional
How do you get people to care?
or
For just the cost
3 million Zambians of a cup of
Face Hunger. Thousands coffee per day...
are dying, you could help. you could save
this child’s life
“If I look at the mass, I will never act. If I look at the one, I will” -Mother Teresa
50. Stories
Get People to Act
Stories as Simulation
Talking Shop
Stories as Inspiration
Jared
51. Helps People To:
S implicity
U nexpectedness
C oncretedness
C redibility
E motional
S tories
52. Helps People To:
S implicity Get the Message
U nexpectedness
C oncretedness
C redibility
E motional
S tories
53. Helps People To:
S implicity Get the Message
U nexpectedness Pay Attention
C oncretedness
C redibility
E motional
S tories
54. Helps People To:
S implicity Get the Message
U nexpectedness Pay Attention
C oncretedness Understand & Remember
C redibility
E motional
S tories
55. Helps People To:
S implicity Get the Message
U nexpectedness Pay Attention
C oncretedness Understand & Remember
C redibility Believe & Agree
E motional
S tories
56. Helps People To:
S implicity Get the Message
U nexpectedness Pay Attention
C oncretedness Understand & Remember
C redibility Believe & Agree
E motional Care
S tories
57. Helps People To:
S implicity Get the Message
U nexpectedness Pay Attention
C oncretedness Understand & Remember
C redibility Believe & Agree
E motional Care
S tories Act
60. Developing a Competitive Advantage
Differentiation
After determining how to present the STORY of our artist in a
“Made to Stick” sort of way....
61. Developing a Competitive Advantage
Differentiation
After determining how to present the STORY of our artist in a
“Made to Stick” sort of way....
How do we position them to succeed?
70. Opportunities
Opportunities - External conditions that are helpful in achieving
the objectives
Concerts, Festivals & Tours
Partnerships & Sponsorships
Charities & Benefits
Digital or Word-of-Mouth Marketing
72. Threats
Threats - External conditions which could do damage to the
objectives.
Partner Changes
Culture Shift
Technical Difficulty
Health & Band Breakup
79. How Does Your
Artist fit into a
SWOT?
SWOT analysis can be very subjective.
Do not rely too much on it.
Two people rarely come up with the same final version of a SWOT
Use it as a guide and not as a prescription