Very highly recommended. This book should be an essential read for everyone in an Insight or communications role. Like many good business books, the essence is in the first chapter, but it's an easy read and the stories and examples throughout will help you to put the principles into practice.
So, if you want your insights to stick and make a difference, read this book. Learn how to find, craft and tell stories that will stand out and be passed around your organisation.
In a nutshell
If you can tell a vivid story that engages your audience, there's a good chance that they’ll understand, remember and retell it. Conversely, if you share a long and detailed presentation brimming with data, they might lose track of the message (or even fall asleep!) - and they won't retain it and it won't have any impact.
When we gather lots of information, we feel that we need to try to share it all. But others simply can't take it all in. The Heath brothers call this ‘The curse of knowledge’. Once we know something, it's really difficult to put ourselves in the position of someone else who doesn't know it. This makes effective communication a huge challenge. We inadvertently assume that people will ‘get it’ just because it seems clear to us.
However, if you want to share your knowledge and make it stick, you first need to simplify it and be really selective.
This book shows you how you can make your messages ‘sticky’ by using six key principles, summed up by the acronym SUCCESs:
- Simple - make sure you can sum up your message in one sentence
- Unexpected - grab your audience’s attention
- Concrete - use vivid images that they will remember
- Credible - so that they will believe you
- Emotional - tap into an emotion, to make them care
- Stories - ultimately, it's all about good storytelling.
There's a chapter on each of these principles. Communications are most sticky and successful when they contain all or most of these elements.
Key insight applications
Your stakeholders are faced with information overload and you need to find ways to cut through this. The principles in this book will help you to ensure that your insights make a difference. But you need to plan sufficient time to focus on your communications - whether these are written or delivered in person.
If you want to make your organisation more customer-centric, find and craft customer stories and examples that are ‘sticky’, that people will care about and will pass on.
Quick links
Please click here to access the IMA's member content on effective communication
Please click here to explore our online workshop, Storytelling skills for Insight
Please click here to explore our online workhop, Visual communication for Insight
Please click here to return to the Transforming Insight book club menu