Made to Stick

SUCCESs. Simple Unexpected Concrete Credentialed Emotional Story


Q: How do we find the essential core of our ideas?

A: We must create ideas that are both simple and profound.


Q: How do we get our audience to pay attention to our ideas, and how do we maintain their interest when we need time to get the ideas across?

A: We need to violate people’s expectations. We need to be counterintuitive. We can use surprise—an emotion whose function is to increase alertness and cause focus—to grab people’s attention. But surprise doesn’t last. For our idea to endure, we must generate interest and curiosity. We can engage people’s curiosity over a long period of time by systematically “opening gaps” in their knowledge—and then filling those gaps.


Q: How do we make our ideas clear?

A: We must explain our ideas in terms of human actions, in terms of sensory information. Speaking concretely is the only way to ensure that our idea will mean the same thing to everyone in our audience.


Q: How do we make people believe our ideas?

A: We need ways to help people test our ideas for themselves—a “try before you buy” philosophy for the world of ideas.


Q: How do we get people to care about our ideas?

A: We make them feel something. We are wired to feel things for people, not for abstractions.


Q: How do we get people to act on our ideas?

A: We tell stories. Research shows that mentally rehearsing a situation helps us perform better when we encounter that situation in the physical environment. Similarly, hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively.

Jaromír Müller is a Tech Entrepreneur and Software Engineer in Liberec (CZ)

Currently, I’m a running the company getready.

I’m passionate about making complex things in simple way and keep them simple.

Born & raised in north of Czech Republic, two years staying in Sofia (Bulgaria). I’m one year new to the wonders of Liberec (Czech Republic).

My vices are coffee, piano, and aerodynamics.

If you'd like to know more, please reach out!