Integrated Thought Leadership

Using Thought Leadership to Drive Sales

Thought Leadership: Beyond the White Paper

Best Practices in Managing Thought Leadership Assets

Cool Reading

Cool Reading

Are some ideas just inherently more interesting than others? In Made to Stick, Chip and Dan Heath convincingly show how the attributes of memorable ideas—simple, unexpected, concrete, credible, emotional, and stories—can help you become a more effective communicator.

Laden with examples, Made to Stick examines successful (and failed) ideas in an entertaining and informative style and demonstrates how communicators often sabotage their success by overloading ideas with extraneous information.

Consider how you can build these traits into your company's thought leadership program:

Simple: Find your core message and present it in a compact, yet profound way.

Unexpected: If your research leads to surprising conclusions, or you can involve your audience in solving a mystery, you've found a great way to retain their interest.

Concrete: Abstraction may be the common currency in much of today's business writing, but specific examples are far more engaging—and memorable.

Credible: A few vivid details, perhaps citing an end user's experiences, can be more persuasive than a barrage of statistics.

Emotional: Know what motivates your audience and find a way to connect these factors to your message.

Stories: Tell a story of how one customer overcame a challenge, and it's likely to resonate with others.

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