Tag: chip-heath
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A “Felt Need” Is What Makes Us Buy
A “felt need” is what differentiates a vitamin from an aspirin: when we crave something (relief from pain), a product that satisfies that desire becomes a must-have rather than a nice-to-have. Realising this and re-framing a product in terms of this craving is an important step in ensuring a product’s success, say Dan and Chip…
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Six Principles of ‘Sticky’ Ideas
In an excerpt from Made to Stick, brothers Dan and Chip Heath provide an outline of the six principles of creating ‘sticky’ ideas: Simplicity: “We must be masters of exclusion. We must relentlessly prioritize. […] Proverbs are the ideal. We must create ideas that are both simple and profound. The Golden Rule is the ultimate…
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Scaling Success and Bright-Spot Analysis
When there is a large-scale and wide-ranging problem that needs a solution, we shouldn’t attempt to solve it with an equally large solution but instead attempt to break the issue down and find outlying successes to replicate. That’s the wisdom of Dan and Chip Heath–authors of Made to Stick and Switch–saying that to solve complex…