Book recommended by
Books of the Channel
Why should you read it?
Although it is not directly related to how to build a channel ecosystem, this book is a great source of inspiration for leaders or partner managers who are designing a message to communicate with their partner audience. The key purpose of this book is about undercovering the tactics to make an idea stick. As we all need to communicate effectively to drive awareness and behavior, this becomes an essential aspect of a leader’s skillset. The difference between a cool idea and a sticky idea is what can turn good into great. This book helps you plan for the stickiness of your idea and the most important, make sure it truly resonates with your audience.
What is the book about?
The authors present 6 principles which can help an idea stick, which can be summarized with the acronym SUCCESs (Simple, Unexpected, Concrete, Credentialed, Emotional and Story). The book offers practical guidance to help you tailor an idea to be creative and more effective with the audience and spread it with other people.
Best takeaway
Quoting principle #3 (concreteness) to make ideas stick, authors refer to the fact “we must explain our ideas in terms of human actions, in terms of sensory information. And this is where so much business communication goes awry”. Love this quote since it helps you craft your next message with a simple concept… Can you represent your big idea and action for the (partner) audience with a single picture? Can you now add sensory or emotional flavor to it? Sticky ideas can be represented with very concrete images, that is the only way to ensure it remains clear and consistent to anyone in the audience. Is your topic for the speech about growth? Then show it with visuals or a theme. Is it about customer satisfaction? Then show happy customers. And so on… Then think… can you also add emotions to the same concept? Can you tell a story which brings back your idea of growth or customer satisfaction into a real and concrete situation?
As a business manager, you may often think that going through a PowerPoint presentation will successfully help communicate your idea. But often this just means sharing data. If you are good, maybe you create a sense of “motivation”, but how can you make sure what you present generates true impact? This requires your audience to pay attention, understand and remember, agree or believe, care and the most important… be able to act on it.
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