Heath, Chip

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        07:23 PM, October 24, 2007
      
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        <b>Chip Heath</b>
      
      
         at Arrillaga today 4:30P to 5:30P
      
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        ? part of Stanford TEchnology Venture Partnership ?  TVP ...
      
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        sponsored by DFJ  (draper fisher jurvetson)
      
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        <b>How to make ideas stick.</b>
      
      
        
      
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        Chip ... young guy;  he wrote it with his 10 yr younger brother.  He is from TX;  Dad was 
        IBM engineer.
      
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        Can you see Great Wall of China from Outer Space ... NO.  Urban legend.  its way too thin.
      
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        Why couldn't you then see a big WalMART store etc.
      
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        You only use 10% of your brain... NO ; crap ... but this one's been circulat since 1924.
      
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        Stranger offers you a drink ... you wind up in a tub of ice water less one kidney with a 
        tube sticking out.  You call 911 to take you to hospital.
      
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        How and why does crap like this STICK??  with no pr, no website, just word of mouth.
      
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        He shows his book - on the jacket is  DUCT tape.
      
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        SUCCES  =  SIMPLE,  UNEXPECTED,  CONCRETE,  CREDIBLE,  EMOTIONAL,  STORIES.
      
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        Essence of doing this well:  JFK  1961 in a decade lets put a man on the moon!!!!
      
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        it bats 6 out of 6!!!
      
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        (like Aesops fables)
      
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        SIMPLE is essential (and part of great design)  take away everything that is unnecessary.
      
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        Featureitis in MSFT products and bland, meaningless language in corporate communic.
      
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        52nd button on his remote control to change gregorian to julian dates ... crap.
      
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        In a pitch ... if you say ten things, u say nothing.  MAKE IT SIMPLE!!!
      
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        High Concept Pitch:  SIMPLE:  eg  Die Hard on a BUS ... Speed.
      
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        JAWS on a Space Ship ... Alien.    Test:  does it enable you to make a decision  (eg, who 
        would you cast in the movie; wud u want to see it etc.)
      
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        UNEXPECTED:  this is a gateway into the CNS - eyes get wide; jaw drops:  a pattern 
        breaker;  surprise.  an attention getter.
      
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        Fitness club owners:  showed their marketing:  all young buff people working out.  They 
        said they had hit a wall in sales.
      
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        Mkt to OLD and FAT people! yes.  unexpected,  break the mold.  CURVES  extremely 
        successful.
      
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        bland ineffective crrap:  idiopathic cardiomyopathy or  in biz.  "strategic 
        infrastructure".
      
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        Trader Joes ... who is their prototype customer:  cud give 2 para descrip  but heres what 
        works  "unemployed college professor, drives very old volvo"
      
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        its actionable:  would he like this product.  TJ's  has far fewer shelf items (3000) than 
        most groceries -  ? 10k to 20k.
      
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        Power Architecture is a local penin company -  read their descrip - but what the hell do 
        they sell;
      
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        answer is  FAST,  ROBUST, COOL Running (open source) chips -  USEDon the MARS ROVER!  says 
        it all.
      
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        Need simple, concrete  (opposite of detailed)
      
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        Aesop stories around for 2500 years with no mkting.
      
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        JARED  (subway commercial)  lost 250 lbs eating only subway  (450 to 200 lbs)
      
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        Post It Notes story:  marketing rejected it.  The engineers made it anyway and gave it to 
        the admins in corporate; then they took them away and
      
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        had the admins complain to the marketing dept who was compelled to change mind.
      
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        Stories are little flight simulators -simulate the future.
      
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        The CURSE of Knowledge:  once you're an expert its hard to get the simple perspective.
      
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        Experts:  complexity, abstractions,  definitions;    ESSENCE:  stick to a SIMPLE, CONCRETE 
        STORY.
      
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Heath, Chip

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