Made to Stick: Post #3--Unexpected

Unexpected: Surprise (unexpectedness) will always outshine predictability every time. That’s why we remember and like the unexpected. In fact, jokes make people laugh because of unexpected endings—twists literally tickle people. For example, I routinely tune out when airline attendants read mandatory safety instructions, until one time, the attended went through a stand-up comedy routine about the instructions. Not only did we all listen and laugh, but everyone clapped when she finished. We couldn’t wait for landing instructions—and she did not disappoint! When people think that they get what you’re about to say, they ignore you. However, when you can surprise them, they engage. That’s why unusual customer service makes people take notice. Turn things on their head or go above and beyond and watch what happens and how well you “stick” in your customer’s mind.

Tell To Win: Post #4--Story Elements

Story Elements: Guber offers early on a kind of screenwriting 101 course for the novice. First, good stories come from the heart, not the head (Thomas Jefferson would be proud…read his Head Heart Letter to Maria Cosway). Guber tells us that facts and logic can only take us so far. We need to use stories to transport the listener emotionally, or even the best data will fall flat. Audiences want a distinct hero, a decent struggle over something that matters both to the speaker and audience (he calls it a me-to-we factor), and an element of surprise. Guber describes Dan Siegel’s (a UCLA neuroscientist) theory that the critical requirement of a good story is surprise. Siegel breaks it down this way: surprise expectation + violation of expectation. It’s the uncertainty of the struggle that engages any audience. For example, the struggle uncertainty happens every year with March Madness. We get most involved when Ohio State and Duke get knocked off…not when they win! It’s the unexpected surprises we live for, which then are the stories we love to tell.