How can we make our message concrete enough for people to get it?
Angela Violino
Brand Designer | Presentations Specialist | Visual Storyteller. I help brands grow through effective communication, impactful presentations, and thoughtful storytelling. Creative Director @ Doodle
Today we tackle the third letter of the acronym SUCCES of the book “Made to Stick”. C stands for Concrete.
😯😯 How do we make our messages concrete? We have to explain our ideas in terms of human actions, in terms of sensory information. Something people can identify with. The messages that remain are full of concrete images because our brain is made to remember concrete data. In proverbs, abstract truths are often translated into concrete language.
👨🦱 John F. Kennedy’s most famous and memorable speech was the one given in 1961 to announce that America would send man to the Moon. Opening an era of dreams, possibilities and even America’s supremacy over other countries.
🙃 Imagine if JFK had said this: “Our mission is to become an international leader in the space industry through team-centered innovation and strategically targeted aerospace initiatives.” No one would have been moved by this message. It would have been emotionless, uninspired and flat.
🙂 JFK instead said this: “We will take man to the moon and bring him back to earth safely by the end of the decade.”
❤️❤️ This message was simple, unexpected, concrete and almost believable (the goal seemed like science fiction but the source was credible), emotional and had a story to tell. #presentation #madetostick #ppt #communication #storytelling