sticky

I'm a visual person so it's ground-breaking news anytime I pick up a book. Ironically, I learn so much when I do read that it's a wonder why I don't do it more often.

I've started to read "Made to Stick" by Chip & Dan Heath. As the title suggests, it's about what makes messages stick and why some messages, both true and false, are more easily remembered than others.
The book starts by presenting some facts that seem like common knowledge:
- Coca-Cola rots your bones
- The Great Wall of China is the only man-made object that is visible from space
- Strangers tamper with Halloween candy by putting razors in candy baskets

These all sound like very realistic facts but believe it or not, they are absolutely false.

Let's look at the Halloween fact. At one point, sociologists went back and researched every reported Halloween incident since 1958 and found no instances where children had been harmed due to strangers tampering with candy. Yet, this story caused parents to worry and even drove California and New Jersey to pass laws against candy-tampering. Totally false, and it looks like a total waste of legislation and tax dollars! (not mine -- I'm Canadian)

Ah, but the Great Wall fact is true, you're thinking to yourself. Well, as the brothers Heath point out, "The Wall is really long, but not wide. If the wall were (truly) visible, then any interstate highway would also be visible, and maybe a few Wal-Mart superstores as well". Yes, that's right -- FALSE! And of course, we now have Google Maps to prove that this is indeed false.

My wife, Gloria, did not find as much amusement in these facts as I did. In fact, she insisted that Coca-Cola does rot bones. Her 2nd grade teacher even put actual teeth in a cup of Coke and they eventually dissipated. She saw it with her own eyes, she claims!

And I think that is the point of the book -- Gloria's 2nd grade teacher delivered his message in a very relevant manner. Chances are, teeth that are connected to a body are constantly nourished, which prevent them from rotting. But by delivering the message with "dead" teeth, the teacher altered the message slightly to make it stickier and have a lasting impression on the kids.

I find this fascinating. I mean, it pretty much means that if you truly understand what is important to your audience, you can craft your messages to make them meaningful and stickier. Imagine how hour-long presentations and retardedly-long emails would be enhanced! I'd probably pay attention and remember half the stuff.