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Sticky Ideas Workshop (Part 1): Simple

Sticky Ideas Workshop (Part 1): Simple
Made to Stick: Why Some Ideas Survive and Others Die

“Just Do It.” Those words make up perhaps the stickiest marketing slogan of the past couple decades. In three words, only eight letters, Nike manages to say everything they want you to think, feel, believe about their brand. Three words to sum up the competitive edge Nike shoes and sports equipment promises, the can-do attitude that Americans so strongly believe, the strength, control, and optimism that Nike relies on to sell shoes.

“Just do it” is, in a word, simple. It’s everything Nike is (or wants us to think it is) boiled down to its absolute essence. Certainly Nike could rattle off a dozen reasons its shoes are superior to its competitors (and surely its competitors could rattle off the same number of reasons that they’re superior to Nike) but they don’t. “Just do it” speaks for itself.

Keep It Simple, Stupid

In Chip and Dan Heath’s Made to Stick (“M2S” hereafter), simplicity is the first principle of stickiness. Most of us shy away from simplicity — simple is seen as less than, inferior, dumb. Simple is seen as the opposite of complex (better, more, superior, smart), when the reality couldn’t be more different.

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Simple is not the opposite of complex. Consider the example I gave in my introduction to M2S, Einstein’s formula E=MC2, which wrestles the vastness and mystery of the universe into a bite-size slogan that practically everyone knows (even if few understand it). Einsteinian relativity certainly doesn’t lack for complexity, yet it can be grasped, at least in part, in the simplicity of an elegant mathematical formula.

Simple is opposed to not complexity but complication, the “clutter” that stands between us and an idea. Think of the average person at the camera counter at Best Buy — each camera sits above a card listing specifications like shutter delay time, built-in memory, megapixels, the size of the CCD, and the f-stop range of the lens. Most of which means nothing to the average consumer; all they want to know is which camera is the best for them. Standing there, assailed by facts and figures — even if we allow that the specs are accurate — they literally have no idea.

What is wanted is someone to cut through the clutter and say “this is the camera that’s right for you”, and if you’re a communicator (whether you write, lecture, give presentation, podcast, produce commercials, or whatever) you could do worse than setting as your goal to be the one who sweeps the choices aside and says “this is the one you want”.

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Eliminate Choices

In today’s relentlessly Darwinian free market philosophy, choice is supposed to be the best thing since freeze-dried ice cream. But your job as a communicator is not to celebrate the free market, it’s to inspire action in your audience — to get them to do what you want, whether that’s buying your product, voting for your candidate, funding your proposal, or accepting you into a graduate program.

In M2S, the Heath’s discuss a research program studying the psychology of choices in college students. One group of students were told that a prominent speaker whose work they’re interested in would be on campus that night, and asked whether they would prefer to see the presentation or stay in and study. As you can expect, a large percentage of students chose to see the speaker. Another group was told the same thing, but they were also told that there was a foreign film they’d wanted to see showing in the campus theater at the same time as the presentation. In this group, something odd happened — the largest group of students chose to go neither to the presentation nor to the foreign film; the majority chose to stay in and study!

This study demonstrates something psychologists call “decision paralysis”. As it happens, our brains simply don’t handle choice all that well. Given a choice between two equally good options, we seize up, riddled with anxiety over making the wrong choice or, in choosing, giving up an opportunity, so we retreat to the tried and true.

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So to make an idea sticky, we have to eliminate competing choices, to strip our ideas down to the core. There may be ten good reasons why someone should vote for you, buy from you, or promote you, but nobody can hold ten thoughts, even ten good thoughts, in their mind at once. Instead of offering the ten good reasons to do something, you offer the one best reason.

Communicating the Core?

Sticky ideas are more than just the pared-down essence of more complex ideas, though. Finding the core of your message is the first step; figuring out how to get it across is the next. Ideas need to be more than just good, or even great, they need to resonate with your audience, to hit ’em where it hurts.

One way to do this is to take advantage of the ideas that your audience is already carrying around with them. Returning yet again to Einstein (who apparently knew what he was doing!), when Einstein wanted to explain what it meant that motion is relative, he turned to an experience that everyone of his generation would have been familiar with: riding on a train. Imagine, he said, someone walking backwards on a moving train at the same speed the train was moving forward; to the observer beside the tracks, it would look as if he were not moving at all, while to an observer on the train. it would appear he was moving quite fast indeed. Relativity, Einstein assured us, was like that.

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The use of analogy relates something we have never experienced to something we are already familiar with, making it that much easier to understand and accept. If we’re really good at it, we can even tap into all the positive feelings people hold for the thing we’re using to explain our idea. The Heaths highlight a particularly good example of this, done by people who are especially talented at manipulating feelings: the Hollywood high concept pitch.

As you can imagine, most Hollywood people are busy, busy, busy — and have to wade through a lot of crap to find the handful of movies worth spending money to make and distribute (consider that — the movies in the cineplex right now are what was left after the worst stuff was thrown out). So Hollywood has developed a kind of shorthand for pitching movies, the high concept, which sums up the proposed movie by comparing it to movies everyone wishes they had made. Speed‘s high concept is well-known: Die Hard on bus. Everyone wants to produce a movie as successful as Die Hard, so this pitch appeals directly to the primal urges that drive Hollywood filmmakers.

Guided by the Core

When ideas are presented simply enough, they become guides to further action. The Heaths call this “generative analogy”, a decidedly un-sticky phrase, which simply means that the ideas tell us what to do. They use the example of Disney’s park employees, who are referred to as “cast members”; when they’re working, they’re “onstage”. By comparing employees to the cast of a theatrical production, Disney is providing them with a model for their actions that guides them even when no explicit rule or script tells them what to do. Should you scream at a kid who’s being rude? Would an actor stop in mid-scene to chastise a rude child in the audience? Then you’d better grin and bear it, Disney boy!

Compare the associations and meanings wrapped up in the idea of “cast members” with the kind of label your name-tag might have borne at your first job: maybe you were something like “customer relations associate”. Maybe you don’t remember — most of them aren’t too sticky. How does a customer relations associate act when someone is rude to them? Can a customer relations associate take her break in front of the store? (“Cast members” know the answer — absolutely not. You wouldn’t step off-stage and have a seat in the audience, would you?)

The key to simplicity lies in finding the core of your idea and presenting it in a powerful way. In some cases, simplicity itself is enough to make an idea sticky, but most of the time, simplicity works in tandem with the Heath’s other five principles. Next time, we attack the unexpected (or does it attack us?!). Until then, though, share your own ideas about simplicity in the forum.

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Last Updated on September 30, 2020

How to Live in the Moment and Stop Worrying About the Future

How to Live in the Moment and Stop Worrying About the Future

We often hear people talk about the importance of living in the present and the different ways it will benefit us. It all sounds wonderful, especially the lower levels of stress and anxiety, but how exactly can we live in the moment when our mind is constantly worrying about the past or plans for the future?

In this article, we’ll discuss some of the benefits of living in the moment you may not be aware of. Then, we’ll look at some of the obstacles and why we worry. Finally, and most importantly, I’ll show you how to live in the moment and stop worrying using some simple practices that you can easily incorporate into your busy schedule.

The result: a happier and more fulfilling life.

The Importance of Living in the Moment

“The secret of health for both mind and body is not to mourn for the past, worry about the future, or anticipate troubles, but to live in the present moment wisely and earnestly.” -Buddha

While it can be difficult to live in the moment, it has innumerable benefits.

Here are just a few that will enhance your life tremendously:

Better Health

By reducing stress and anxiety, you avoid many of the associated health consequences, such as high blood pressure, heart disease, and obesity. Studies have shown that being present can also improve psychological well-being[1].

Improve Your Relationships

Have you ever been with someone who is physically present, but mentally s/he’s a million miles away?

Being with unavailable people is a struggle, and building relationships with them extremely difficult.

How about being with someone who is fully present? We enjoy being with her/him because we can make a much deeper connection.

By living in the moment, you can be that person other people enjoy being with, and you make relationships much easier.

Greater Self-Control

You have greater control over your mind, body, and emotions. Imagine how much better your life would be if it weren’t at the mercy of a racing mind and unpredictable emotions. You would certainly be more at peace, and much happier[2].

Why Do We Worry?

Before we answer this question, it’s important to distinguish between worry and concern.

When we are concerned about something, we are more likely dealing with a real problem with realistic solutions. Then, once we do whatever we can to address the problem, we’re willing to live with the outcome.

Worrying, on the other hand, involves unrealistic thinking. We may worry about a problem that doesn’t really exist, or dwell on all the bad things that can happen as a result. Then, we feel unable to deal with the outcome. Either way, we have difficulty dealing with uncertainty, which is a normal part of life.

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Certainly, some of our problems may not have desirable outcomes, such as a serious health issue. Some problems may be beyond our control, such as civil unrest or economic downturn. In such cases, it can be hard to avoid worrying, but not impossible.

3 Steps to Start to Live in the Moment

Step 1: Overcome Worrying

In order to overcome worrying, we need to do two things:

Calm Your Mind

When you calm your mind, you are able to see more clearly.

The reason some problems seem so daunting is that our mind is racing so fast that we cannot see things as they truly are. Then, we make up a bunch of possible scenarios in our mind, most of which are unlikely to come true.

In addition to seeing more clearly, a calm mind will help us think more realistically. Unrealistic thinking is fueled by confusion and uncontrolled emotions. Calming your mind will reduce confusion and calm your emotions, allowing you to live in the present.

Focus on Solutions Instead of Problems

Some people tend to be more solution-oriented, and others more problem-oriented. Some of the factors that may determine this are gender, upbringing, and education.

People with more education tend to be problem-solvers. That is what their years of education train them to do. In addition, their jobs probably reinforce this way of thinking.

If you’re not problem-solving oriented, don’t worry. You can train yourself to worry less. We’ll discuss that soon.

Step 2: Identify Obstacles to Living in the Moment

In today’s busy world, it can be a challenge to live in the moment. The reasons revolve around how our mind works, as well as outside influences.

Racing Mind

Many busy people have a racing mind that never seems to slow down. Their mind gets so agitated from too much sensory stimulation.

You see, anything that stimulates any of our five senses will trigger a thought, and that thought leads to another, and then another, and so on.

If you have a busy life, all your activities will overstimulate your mind and make it seemingly impossible to slow it down.

Unpleasant Situations and a Troublesome Past

None of us want to be in unpleasant situations, or remember those of the past. They can bring up painful emotions, which we don’t want to feel.

So how do most people cope with painful emotions?

By doing whatever we can to avoid them, we can take our mind to another place and time where things are more pleasant.

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In other words, we avoid living in the present moment.

Some people resort to things that stimulate sensory pleasure, such as food, alcohol, or sex. Others will consume substances that dull their mind and keep them from thinking about unpleasant or stressful situations.

A Wandering Mind

From the moment we are born (likely sooner) until the time we die, our body and mind are active performing some function. Therefore, it’s natural for our mind to have some level of activity, whether conscious or unconscious.

Generally, a wandering mind is unproductive. One thought starts an endless chain of thoughts, and this process can go on until we need our mind to perform a specific function or get distracted with something else.

Now, there are times when a wandering mind can be productive, such as when creating works of art, or trying to find creative solutions to problems. In such cases, we need our mind to explore different possibilities[3].

Outside Influences

Most of us are not fully aware of how our environment and social norms influence our thinking and behavior. People and institutions are constantly competing for our attention. The media draws our attention to the past, and advertising usually to the future[4].

Many people around us who dwell on the past or future try to draw us to their way of thinking. Even the whole concept of the American dream is geared toward the future. It tells us that if we acquire things like a good career, family, and house, then we’ll be happy.

Step 3: Practice Mindfulness

So how can we live in the moment in a world that is constantly trying to draw our attention to the past and future?

Before we get into concrete actions you can take, it’s important to understand what mindfulness is. You’ve probably heard the term before, but may not fully understand what it means.

Understand Mindfulness

The concept of mindfulness is actually quite simple. To be mindful is to live in the moment.

When you are mindful, your attention is focused on what is happening in the present moment, and you are fully in touch with reality[5].

You are aware of what is happening in your body, mind, emotions, and the world around you. This is different than thinking about these things. To develop greater understanding, you don’t have to think about them so much, but rather just observe them.

This may be counterintuitive to many people, especially intellectuals, because they’re so used to using logic to develop greater understanding. With mindfulness, we calm our mind and emotions so we can see clearer. Then, much of our understanding will come from simple observation. When we develop mindfulness, we literally expand our awareness.

To develop mindfulness, we need to train ourselves to observe things more objectively, that is, without our emotions or preconceived ideas influencing our views.

If you’re ready to live a better life, read on for some simple mindfulness practices that you can incorporate into your daily routine to help you live in the moment.

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You don’t have to do all of them, but rather choose the ones that appeal to you and suit your lifestyle.

Mindfulness Meditation

Mindfulness meditation is the mainstay of developing mindfulness and living in the moment. To practice mindfulness meditation, all you really have to do is sit quietly and follow your breathing. When your mind wanders off, just bring it back to your breath.

Notice how your lungs expand with each in-breath and contract with each out-breath. Let your breathing become relaxed and natural.

You don’t have to do it perfectly. The idea is to start spending time away from the constant sensory stimulation of all your activities, and just allow it to settle down naturally. Start with about 5 to 10 minutes per day and work your way up to about 20 minutes or longer.

This practice is highly effective, and can have both short-term and long-term benefits.

If you want to learn more about mindfulness meditation, take a look at this article: What Is Mindfulness Meditation? 7 Ways to Start Meditating

Mindful Breathing

While this may sound the same as mindfulness meditation, all you’re really doing is taking short breaks occasionally (10 to 15 seconds) to observe your breathing. Stop whatever you’re doing, and take a few mindful breaths, then resume your activity. That’s it.

You can do mindful breathing at any time of the day during your busy schedule. What it does is interrupt the acceleration of your mind. It is like taking your foot off the accelerator while driving. It’s a nice refreshing break you can take without anyone noticing.

Here’re some breathing exercises you can try to learn: 5 Breathing Exercises for Anxiety (Simple and Calm Anxiety Quickly)

Mindful Walking

Walking is an activity that you perform several times throughout the day. We often think we’re being productive by texting or calling someone while walking. But are we really?

Instead of getting on your cell phone or letting your mind wander off, why not use your walking to train yourself to live in the moment and focus on the task at hand?

Mindful walking is similar to mindful breathing, but instead of focusing on your breath, focus on your walking. Pay attention to each footstep. Also, notice the different motions of your arms, legs, and torso. When your mind wanders off, just bring your attention back to your walking.

You can even make a meditation out of walking. That is, go walking for a few minutes outside. Start by slowing down your pace. If you slow down your body, your mind will follow.

In addition to paying attention to your walking, notice the trees, sunshine, and critters. A mindful walk is enjoyable and can really help your mind settle down.

You can discover more benefits of walking in nature here.

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Mindful Eating

Eating is an activity that most of us perform mindlessly. The reason is that it doesn’t require your attention to perform. Therefore, many of us try to multitask while we eat. We may talk on the phone, text, watch TV, or even hold a meeting.

The problem with not eating mindfully is that we don’t eat what our body and mind need to perform at an optimal level[6]. We may eat unhealthy foods, or too much. This can lead to various health problems, especially as we get older.

Live in the present with mindful eating.

    Mindful eating has many health benefits, such as reduced food cravings, better digestion, and even weight loss[7].

    So how do you eat mindfully? Start by slowing down, and avoid the temptation to distract yourself with another activity. Here are 3 different aspects of eating where you can practice mindfulness:

    • Eating itself: Focus your attention on choosing a portion of food to insert into your mouth. Notice the smell, flavor, and texture as you chew it; then finally swallow it. As with following your breath during meditation, pay close attention to every aspect of eating.
    • Choice of foods: Although you’ve already chosen your food before you have begun eating, you can still take the opportunity to contemplate your choices. Think about the nutrients your body needs to sustain itself.
    • Contemplating the sources: Most of us don’t think about all the work it takes to provide us with the food we eat. While you’re eating, consider all the work by the farmer, shipping company, and the grocery store. These are real people who worked hard to provide you with the food necessary for your survival.

    You can find more tips about mindful eating here: 7 Simple Steps to Mindful Eating

    Mindful Activities

    Choose an activity that you perform regularly, such as washing dishes. Focus all your attention on this activity, and resist the temptation to let your mind wander,. When it does, just bring your attention back to washing dishes.

    Notice some of the specific movements or sensations of washing dishes, such as how the soapy water feels on your hands, the circular motion of scrubbing the dish, or the rinsing. You’d be surprised at how such a mundane activity can truly expand your awareness.

    You can choose any activity you like, such as ironing, folding clothes, mowing the lawn, or showering. Over time, you will begin doing all these activities with greater mindfulness.

    Final Thoughts

    Practicing mindfulness is like regularly putting small amounts of change in a jar. They will all add up over time, and this will add up to greater peace and happiness, as well as get you closer to achieving your goals.

    Remember, you don’t have to do the mindfulness practices perfectly to get the benefits. All you have to do is keep bringing your mind back to the present moment when it wanders off.

    Practicing mindfulness may be a bit challenging in the beginning, but I can assure you it will get easier.

    The benefits of living in the moment are well within your reach, no matter how much your mind is racing. If you stick with these mindfulness practices, you too will learn how to live in the moment and stop worrying. When you do, a whole new world will open up for you. This is what Zen master Thich Nhat Hanh calls the ultimate reality.

    More About Living in the Present

    Featured photo credit: Smile Su via unsplash.com

    Reference

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