Bloom’s Taxonomy Just because we understand something doesn’t mean that we’ll actually do it, which is a problem if we’re trying to get someone to make a change or take an action.
improving your pitch
The Irresistible Idea Formula – EP069
Creating the Curiosity Gap Anytime you’re pitching your idea, there’s one clear hurdle you need to get over in order to succeed: someone else needs to find your idea irresistible.
How to create positioning that maximizes your messaging
Here’s irony for you: I learned my biggest lessons in positioning from someone who was anonymous. It started with a mystery. Funnily enough, the mystery was not who this anonymous person was — that was an open secret.
How to Find the “Meta-Metaphors” Big Enough to Hold Your Big Idea – EP068
Find a Metaphor As Big As Your Idea Metaphors are powerful because they take one concept and marry it to another one to help someone understand something.
How not to communicate change
Back in 1995, I cast a vote that had long-lasting consequences. We all did. I’m speaking, of course, of the vote to add the color blue to M&Ms. Looking back, I realize now that it was the Brexit of candy votes.
How to Find Your Why… All Four of Them – EP067
The Four Why’s You Need to Answer “Start with Why” is pretty common advice, but it’s hard to follow.
Want Engagement? Create Mystery – EP064
The Questions You Want Your Audience to Ask Our idea of what people need to make a change is really different from what information they actually need, and the key difference is the distinction between curiosity and knowledge.
Why Telling a Complete Story Doesn’t Always Work – EP062
In Medias Res We talk a lot about telling stories with our messages, but a common mistake is to tell a story that’s already over.
What’s Your Speaker “Point of View” – Holmes, Watson, or Conan Doyle? – EP061
The Key to a Great Mystery Story Have you ever watched a detective movie and felt like you were just about to put it together right when the detective solves it? How do we get our audience to have that feeling when they’re listening to our message?
Solving the One-to-Many Message Problem – EP060
Build a Message That Appeals to Every Member of Your Audience We need to reach many different people, but we have only one message.