Telling True Stories That Stick – And Give Us Wings
- Posted by Steve K. on May 26th, 2008 filed in Uncategorized
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You’re probably already familiar with David Mays’ excellent “Book Notes” column, but in case you’re not, it’s a great resource for in-depth summaries of the latest books that are making waves in business and church/ministry circles. Mays does an excellent job of giving us the Cliff Notes version, which saves us from having to read all these books ourselves.
One of his latest updates is on the new book Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath.
First off, Mays calls this a “complementary book” to Malcolm Gladwell’s The Tipping Point, which (I confess) I’ve never read either but I’ve still absorbed through various blog posts and articles I’ve read.
Second, Mays writes (quoting/summarizing page 5), “Some false stories circulate forever. Are they naturally more interesting? Or is it possible to make true and worthwhile ideas spread like these false ones?” I think that’s a fascinating question.
As the authors state, “The oldest class of naturally sticky ideas is the proverb, an enduring nugget of wisdom.” And then they go to explain “six principles for stickiness”: 1) simplicity; 2) unexpectedness; 3) concreteness; 4) credibility; 5) emotions; and 6) stories. The authors state, “Hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively.” Reminds me of that slogan for Red Bull energy drink: “Red Bull gives you wingssssssssss!” (as the little cartoon guy gets carried off into the air)
Mays does a great job of summarizing in detail each of these six points, and there’s much here that is extremely helpful and relevant to us as communicators. Their conclusion is especially challenging: “We don’t always have to create the sticky ideas. They are all around us. We have to train ourselves to spot them. It isn’t hard, but it isn’t natural.” I think that’s an excellent description of the hurdle we have to overcome in our imaginations when it comes to kingdom journalism.
I hope you’ll read this excellent overview of Made to Stick and get inspired to see and tell the true, sticky stories that are all around you and, in the process, give your audience wings, as they experience the concrete reality of God’s mighty work in your life and in those around you.
(HT: Alan Hirsch)
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