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Sticky Ideas Workshop (Part 4): Credible

Sticky Ideas Workshop (Part 4): Credible
Made to Stick: Why Some Ideas Survive and Others Die

    ”I’m not a doctor, but I play one on TV.” Back in the early ‘80s, Vick’s Formula 44 cough syrup ran commercials that opened with that line, featuring Peter Bergman, who indeed played a doctor on The Young and the Restless All My Children. Vick’s could, of course, have chosen an actual doctor to tell us how good Vick’s product was, but instead chose a TV star – someone much better known at the time than any doctor would have been.

    Bergman’s appearance in this commercial was a bid by Vick’s for credibility – their hope was that by securing the endorsement of someone that TV viewers trusted, people would be more inclined to see Vick’s cough syrup as a product they could trust. I have no idea how well the campaign worked as far as selling cough syrup, but it’s well over 20 years later and people are still quoting the commercial!

    Where Does Credibility Come From?

    In Made to Stick, the Heath brothers outline two kinds of credibility. The Vick’s commercial above, and other celebrity endorsements, are examples of external credibility, credibility lent a product, theory, or thought by its association with someone we find trust-worthy, for whatever reason. Often this kind of credibility comes from a person’s authority; Einstein talking about physics or the surgeon general talking about smoking are likely to be listened to and believed because we know they are experts in their fields.

    Another kind of external credibility can come from figures the Heath’s call anti-authorities — the actor who played the Marlboro Man doing an anti-smoking commercial as he fights cancer, for instance, or a recovering drug addict talking to a group of teenagers about the dangers of drugs. These people are credible not because of their expertise but because of their experiences, their authentic connection with the ideas they are expressing.

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    It’s In the Details

    Lacking a prominent actor, government figure, or anti-authority to push your ideas, though, most of us must rely on internal credibility. Internal credibility is the ability of our ideas themselves to convince through an appeal to our audience’s sense of how the world works and how they see it. For instance, I’ve already mentioned the importance of concrete details in establishing credibility. We assume that a high level of detail can only be gained through authentic experience – people who are lying about something wouldn’t know the level of fine detail that someone who actually experienced it would.

    Of course, too much detail can undermine credibility, for the same reason: we know there’s only so much a person can remember about a scene or event, so we believe they’re making stuff up when they start overwhelming us with detail. (Plus, we get bored – a very important thing to keep in mind!) In On Writing, Stephen King, whose been known to create a sticky idea or two in his time, puts it like this:

    Thin description leaves the reader feeling bewildered and nearsighted. Overdescription buries him or her in details and images. The trick is to find a happy medium. It’s also important to know what to describe and what can be left alone while you get on with your main job, which is telling a story.

    Too much detail distracts from the point, which is getting your audience to believe something.

    4 Out of 5 Dentists Prefer Statistics

    Statistics are another source of internal credibility – when used well. As I said above, boring your audience is a sure way not to see your ideas stick, and nothing bores an audience more than reams of statistics. Statistics suffer, too, from being too abstract: is a 42% correlation between income level and test scores a lot? What does it mean? (By the way, I totally made up that statistic!)

    The trick, then, is to draw from the data a simple, concrete statement (even better if it’s unexpected, too!). I love the example they give in the book: Shark attacks are very rare but every summer the news is filled with reports of shark attacks, shark attack victims file through the round of talk shows, and little kids gain new reasons to fear the ocean. If you wanted to show how ridiculous our annual national panic over sharks is, you could tell everyone that only .4 people per year die in shark attacks. Or, once they’ve woken up, you could explain how they were some 25 times more likely to die by drowning than by shark attack – that’ll get the kids to the beach! Or you could tell them of the dangers of marauding Bambis, the deadly deer that roam our backwoods and kill 300 times more people every year than sharks. Automotive collisions with deer are much more common than shark attacks, and usually have deadlier consequences – but we don’t huddle in our homes terrified of death by deer!

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    ”Don’t Take My Word for It…”

    Statistics are a source of credibility, but only when used well. Although they can be quite compelling, people have also learned to be somewhat suspicious of statistics, which we believe can be twisted to tell any story they want to. Another source of credibility, then, is found in your audience’s own experiences, whether past or future. This is the promise of the money-back guarantee: a company that promises to pay you back if you don’t like something is much more credible than one with an “as-is” policy.

    The Heaths call this a testable credential, meaning that the credibility comes directly from your audience, who uses your product or follows your advice and agrees that, indeed, it does work. This kind of credibility is hard-won, though, and erased by dishonesty. As with statistics, the misuse of testable credentials can undermine your credibility, even faster than they build it up.

    And Now: Sinatra!

    Finally, credibility can be earned through what the Heaths call “The Sinatra Test”, inspired by the chorus of “New York, New York”: “If I can make it there, I’ll make it anywhere”. The basic principle here is to demonstrate competency in dealing with the extremes: if you can make it in crazy, hectic, punishing New York City, then Ames, Iowa isn’t going to present much of a challenge. If your product is used successfully by NASA in its space missions, it can probably hold up to everyday office use. If your life-coaching can make a serial killer into a good neighbor, it can probably help ease the tensions in the typical workplace.

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    If unexpectedness gets an audience listening, and concreteness gets their attention, credibility helps them believe you. It is the reward that says their attention isn’t being wasted, that you indeed have something useful to say. I expect there’s other ways of establishing credibility, though, that the Heaths don’t cover. What do you do to show that you’re worth listening to?

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    Last Updated on September 17, 2019

    10 Simple Ways To Always Think Positive Thoughts

    10 Simple Ways To Always Think Positive Thoughts

    Positive thinking can lead to a lot of positive change in your life. Developing an optimistic outlook can be good for both your physical and mental health.

    But sometimes, certain situations arise in life that makes it hard to keep a positive outlook. Take steps to make positive thinking become more like your second nature and you’ll reap the biggest benefits.

    Here are 10 ways to make thinking positive thoughts easy:

    1. Spend Time with Positive People

    If you surround yourself with constant complainers, their negativity is likely to rub off on you.

    Spend time with positive friends and family members to increase the likelihood that their positive thinking habits will become yours too. It’s hard to be negative when everyone around you is so positive.

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    2. Take Responsibility for Your Behavior

    When you encounter problems and difficulties in life, don’t play the role of the victim. Acknowledge your role in the situation and take responsibility for your behavior.

    Accepting responsibility can help you learn from mistakes and prevent you from blaming others unfairly.

    3. Contribute to the Community

    One of the best ways to feel good about what you have, is to focus on what you have to give.

    Volunteer in some manner and give back to the community. Helping others can give you a new outlook on the world and can assist you with positive thinking.

    4. Read Positive and Inspirational Materials

    Spend time each day reading something that encourages positive thinking. Read the Bible, spiritual material, or inspirational quotes to help you focus on what’s important to you in life. It can be a great way to start and end your day.

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    Some recommendations for you:

    5. Recognize and Replace Negative Thoughts

    You won’t be successful at positive thinking if you’re still plagued by frequent negative thoughts. Learn to recognize and replace thoughts that are overly negative. Often, thoughts that include words like “always” and “never” signal that they aren’t true.

    If you find yourself thinking something such as, “I always mess everything up,” replace it with something more realistic such as, “Sometimes I make mistakes but I learn from them.”

    There’s no need to make your thoughts unrealistically positive, but instead, make them more realistic.

    6. Establish and Work Toward Goals

    It’s easier to be positive about problems and setbacks when you have goals that you’re working toward. Goals will give you motivation to overcome those obstacles when you encounter problems along the way. Without clear goals, it’s harder to make decisions and gauge your progress.

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    Learn to set SMART goals to help you achieve more.

    7. Consider the Consequences of Negativity

    Spend some time thinking about the consequences of negative thinking. Often, it can become a self-fulfilling prophecy.

    For example, a person who thinks, “I probably won’t get this job interview,” may put less effort into the interview. As a result, he may decrease his chances of getting the job.

    Create a list of all the ways negative thinking impacts your life. It likely influences your behavior, your relationships, and your feelings. Then, create a list of the ways in which positive thinking could be beneficial.

    8. Offer Compliments to Others

    Look for reasons to compliment others. Be genuine in your praise and compliments, but offer it frequently. This will help you look for the good in other people.

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    9. Create a Daily Gratitude List

    If you start keeping a daily gratitude list, you’ll start noticing exactly how much you have to be thankful for. This can help you focus on the positive in your life instead of thinking about all the bad things that have happened in the day.

    Getting in the habit of showing an attitude of gratitude makes positive thinking more of a habit. Here’re 40 Simple Ways To Practice Gratitude.

    10. Practice Self-Care

    Take good care of yourself and you’ll be more equipped to think positively.

    Get plenty of rest and exercise and practice managing your stress well. Taking care of your physical and mental health will provide you with more energy to focus on positive thinking.

    Learn about these 30 Self-Care Habits for a Strong and Healthy Mind, Body and Spirit.

    More About Staying Positive

    Featured photo credit: DESIGNECOLOGIST via unsplash.com

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