Chip Heath, Dan Heath

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From earlier notes:

  • [[Elephant and rider]]
  • [[Change management]]
  • Self control is an exhaustible resource
  • Speak to the elephant not just the rider - make an impactful, emotional appeal not just a logical one. Eg a table full of gloves
  • To make change happen
    • Be crystal clear focused on what’s most important. Focus on one thing, don’t assume people get it. Say what matters. (“Low fat not whole milk.”)
    • Focus on bright spots. Don’t get overly focused on negatives and why things aren’t working; dig into where things are working and try to expand on the reasons why
    • Articulate a “Destination postcard” that people want to be part of, that speaks both to the ‘elephant’ (emotion) and gets the ‘rider’ (over-analytical reasoner) to focus their efforts on solving obstacles not critiquing why