Assignment 1

Summary of Introduction & Chapter 1

Submitted By: Sayed Muzafar Ali BSBA 7th Semester Submitted To: Dr. Noor Mobeen

Quaid i Azam School of Management Sciences, Quaid i Azam University, Islamabad

CHAPTER 1

INTRODUCTION

Introduction of the book tells us about why do some ideas stick and how to make ideas sticks. In the opinion of the author which was obvious from the story of Kidneys Heist sticky ideas are those which can be easily understood, remembered and the recalled. Its not enough if any ideas is widely accepted, the main thing is that how to make that idea sticky, so period of time the idea sticks also matters. According to author successful idea is just like a Simple Unexpected

Concrete Credentialed Emotional Story. The author has also defined the Curse of Knowledge from the example of tappers and listeners. Once we know something, we find it hard to imagine what it was like not to know it. Our knowledge has "cursed" us. This book will teach you how to transform your ideas to beat the Curse of Knowledge. The six principles presented earlier are your best weapons. Author is not disagreeing with the fact that some people are born creative, maybe all will never be the Michael Jordan of sticky ideas.

CHAPTER 2

SIMPLE

Noisy, unpredictable, chaotic environment make it hard for any idea to stick, so the ideas should be made simple. Simplicity is about finding your core message and translating the core message using SUCCES principles. All one has to worry about is communicating the core. Author make core analogous to the Commanders Intent. Many organization uses Commanders Intent to make this simpler and easily understood by anyone. The examples includes making of battle plans in such a way that it become simpler to communicate the core. Many organizations like South West Airlines have core strategic messages, or commanders Intent such as THE low-fare airline which makes easier to communicate? Journalist also observed using S of SUCCES. They use inverted pyramid model to write their stories, which requires putting the most important information at the top of the article. All they want to do is making things simpler. Why is finding the core so difficult? Because of the decision paralysis it is hard to prioritize ideas. People sometimes leave behind the most interesting ideas and select ideas which are not that much interesting. Decision paralysis leads people to make bad choices when they are confronted with too many choices, and it can be overcome through simplicity. Simple is about prioritization, and its also about saying a lot with a little.