at the University of Pennsylvania
is Tastier? Where two images are shown: broccoli and a cheeseburger.
cheeseburger. The point is simple. We all know we should eat more broccoli but
the cheeseburger beckons us.
but not desired, not catching on.
communicate in a way people will try and spread it.
How we make ideas tastier
How we craft our insights that make people more
likely to listen
How we can use word-of-mouth to spread the idea
share? Let’s tour the main points. Let’s learn about the science of social
transmission through storytelling.
twice as effective as advertising, according to a McKinsey study.
academia. Two copies of the same book were sent to him; the second had a note
encouraging him to pass along to a colleague who may enjoy it. Berger’s point:
find the influencers and give them something to spread, and it comes across as
share? Here are the top driving six factors:
look good, look smarter’this is the basis of social currency.
ideal self. So do brands. How can you make your brand tribe feel smart and
in-the-know, on the inside track? If people feel special sharing our stuff,
Remarkability’something surprising, novel, or interesting. Berger used the
Blendtec blending an iPhone example as the Will it Blend campaign. Blenders
sales went up 700% as a result.
because it is tip-of-tongue.
consideration sphere is the most important part of the strategy.
Who do we want to triggers?
When do they want to be triggered?
What is in the environment at that time?
How can we connect to the environment?
everyone. Stories are vessels of information, a Trojan Horse, a carrier of
information. Stories imbue the emotional shorthand of a brand. Stories are the currency
to pass on, to share? Then, how can you make others feel special about it,
in-the-know, and share.
managing partner of the Southern Growth Studio, an innovation and strategic
growth firm based in Memphis, TN. Visit www.southerngrowthstudio.com to learn more.