BU121 Lecture Notes - Lecture 4: Mother Teresa, Customer Service, Caffeine
Document Summary
Model developed by brothers chip and dan heath. If you want someone to listen to you and buy your product, your message needs to be understandable, memorable and persuasive: ex. They may be inherently interesting, but they can be made interesting if they"re not: cspi and movie popcorn. Goal was to expose fats in popcorn. Guy had a press conference and made the idea sound. Find the core of the message: commander"s intent. They have a strategy for taking a position, they have a. But, they always say, no plan survives contact with the plan enemy. Everyone in the team knows the commander"s intent regardless. Drives activities: matter of forced prioritization cover it up. Communicate the core: use proverbs they stick. Disney keeps their employees in characters when perception they are on set: unexpected. Minivan commercial didn"t expect minivan to get hit: be counterintuitive uncommon sense. Their mission is to provide the highest level of customer service possible.
