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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 January 21, 2020

    How to Motivate People Around You and Inspire Them

    How to Motivate People Around You and Inspire Them

    If I was a super hero I’d want my super power to be the ability to motivate everyone around me. Think of how many problems you could solve just by being able to motivate people towards their goals. You wouldn’t be frustrated by lazy co-workers. You wouldn’t be mad at your partner for wasting the weekend in front of the TV. Also, the more people around you are motivated toward their dreams, the more you can capitalize off their successes.

    Being able to motivate people is key to your success at work, at home, and in the future because no one can achieve anything alone. We all need the help of others.

    So, how to motivate people? Here are 7 ways to motivate others even you can do.

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    1. Listen

    Most people start out trying to motivate someone by giving them a lengthy speech, but this rarely works because motivation has to start inside others. The best way to motivate others is to start by listening to what they want to do. Find out what the person’s goals and dreams are. If it’s something you want to encourage, then continue through these steps.

    2. Ask Open-Ended Questions

    Open-ended questions are the best way to figure out what someone’s dreams are. If you can’t think of anything to ask, start with, “What have you always wanted to do?”

    “Why do you want to do that?”

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    “What makes you so excited about it?”

    “How long has that been your dream?”

    You need this information the help you with the following steps.

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    3. Encourage

    This is the most important step, because starting a dream is scary. People are so scared they will fail or look stupid, many never try to reach their goals, so this is where you come in. You must encourage them. Say things like, “I think you will be great at that.” Better yet, say, “I think your skills in X will help you succeed.” For example if you have a friend who wants to own a pet store, say, “You are so great with animals, I think you will be excellent at running a pet store.”

    4. Ask About What the First Step Will Be

    After you’ve encouraged them, find how they will start. If they don’t know, you can make suggestions, but it’s better to let the person figure out the first step themselves so they can be committed to the process.

    5. Dream

    This is the most fun step, because you can dream about success. Say things like, “Wouldn’t it be cool if your business took off, and you didn’t have to work at that job you hate?” By allowing others to dream, you solidify the motivation in place and connect their dreams to a future reality.

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    6. Ask How You Can Help

    Most of the time, others won’t need anything from you, but it’s always good to offer. Just letting the person know you’re there will help motivate them to start. And, who knows, maybe your skills can help.

    7. Follow Up

    Periodically, over the course of the next year, ask them how their goal is going. This way you can find out what progress has been made. You may need to do the seven steps again, or they may need motivation in another area of their life.

    Final Thoughts

    By following these seven steps, you’ll be able to encourage the people around you to achieve their dreams and goals. In return, you’ll be more passionate about getting to your goals, you’ll be surrounded by successful people, and others will want to help you reach your dreams …

    Oh, and you’ll become a motivational super hero. Time to get a cape!

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