How to Craft Sticky Messages*

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2 These presenters have nothing to disclose. How to Craft Sticky Messages* Mike Briddon, MA Director of Editorial & Multimedia December 13, 2017 * Based on the 2007 book by Dan and Chip Heath

3 Obligatory Bio Slide Degree in Newspaper, Magazine, and Online Journalism from Syracuse 15 years of writing/editing experience Written for several newspapers and publications New Hampshire Press Association awardwinner My real claim to fame: I ve won The New Yorker caption contest.

4

5 Don t be a wet dog

6 Framework for Sticky Messages A S-U-C-C-E-S-S

7 A: Attention

8

9 Creating A OF CURIOSITY

10 Examples of Curiosity Gaps

11 My Morning at Daycare

12 S: Simple Our mission is to become the international leader in the space industry through maximum centered team innovation and strategically targeted aerospace initiatives. or Our mission is to put a man on the moon and return him safely by the end of the decade. John F. Kennedy

13 Use Plain Language Instead of initiate, use begin Instead of obtain, use get Instead of terminate, use end vs. And avoid jargon and acronyms whenever you can!

14 U: Unexpected

15 C: Concrete = 41 grams of fat

16 C: Concrete =

17 Replacing a Physician = $1 million

18 Or =

19 Beware

20

21 C: Credible

22 E: Emotional Rolling 12-month Serious Safety Events expressed per 10,000 adjusted patient days SSER August 2008: 0.41 Average Days between events: 14 days (CY08 Sept YTD) 19 days (CY07) 37 days (CY06) Event Rate Number of Events Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Feb-07 Mar-07 Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 0 Safety Behavior Training Begins Employee Training Ends Medical Staff Training Ends

23 A Different View of the Data Rolling 12-month Serious Safety Events expressed per 10,000 adjusted patient days John L. Frank H. Joe E /27/ /03/2008 9/23/ SSER August 2008: 0.41 Average HAI Delay in George P. Wrong Site Surgery Days between events: 14 days (CY08 Sept YTD) 11/07/ Tammy F. Treatment 19 days (CY07) 37 days (CY06) Fall Johnny R. 8 11/17/ /08/2008 Post Procedure Death Baby C. Delay in Diagnosis. 7 10/13/2008 Donald C. 6 Delay in Treatment Ralph H. 9/26/2008 Mark G /12/2008 Delay in 11/17/2008 Harold C. Fall Treatment Fall Nick S. 4 10/5/2008 1/4/2008 Fall 3 Delay in Dx Event Rate 0.25 Tom D. 1/29/08 Delay in Treatment 0.00 Juanita D. 10/25/2008 Fall Baby D. Jul-05 Aug-05 Sep-05 Oct-05 Nov-05 Dec-05 Jan-06 Feb-06 Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 Nov-06 Dec-06 Jan-07 Roberta A. 10/13/2008 Fall James A. 9/06/2008 Delay in Diagnosis Feb-07 Mar-07 11/1/2008 Wrong Pt. Procedure Apr-07 May-07 Jun-07 Jul-07 Aug-07 Sep-07 Oct-07 Nov-07 Dec-07 Jan-08 Feb-08 Mar-08 Apr-08 May-08 2 Herman D. /17/ Retained Foreign 0 Obj. Jun-08 Jul-08 Aug-08 Sep-08 Oct-08 Nov-08 Dec-08 John G. Safety Behavior Training Begins Employee Training 10/03/2008 Ends Medical Staff Training Ends Delay in Treatment Number of Events

24 Growing Up

25 S: Stories

26 Pixar Formula o Once upon a time there was. o Every day,. o One day. o Because of that,. o Because of that,. o Until finally.

27 Let s Reconnect with Our Orator o o o o o o Once upon a time there was a kid who was scared to speak in public. Every day he practiced in front of his mirror and watched great speeches for inspiration. One day he delivered a great speech in class! Because of that he received applause from his classmates. Because of that he found some new confidence. Until finally he might be going on a date with a pretty girl from his class.

28 S: Short Which speech stuck with us? Edward Everett Abraham Lincoln

29 Really Short

30 Six-Word Memoir Exercise Stephen Colbert: Well, I thought it was funny. Nora Ephron: Secret to life: marry an Italian. Take a minute. Write one about yourself.

31 A S-U-C-C-E-S-S Attention: Is your message interesting? Simple: Is your message clear? Unexpected: Is your message surprising? Concrete: Is your message easy to understand? Credible: Is your message believable? Emotional: Is your message inspirational? Story: Is your message motivating? Short: Is your message concise?

32 Your Turn Take 60 seconds and think of the one thing you need to share with colleagues when you get home. Take 10 minutes, craft a short message, AND identify one way you ll share it An ? A presentation at a meeting? An image? A video? Something else? Share your message/plan and answer one question: Why will your message stick?

33 A Few Examples Maybe you heard about What Matters conversations in a joy in work session. Could you find a willing (and credible) colleague and model a conversation in front of staff at a meeting? Be concrete. Maybe you heard about community partners and you re inspired to join forces with a local religious group, a grocery store, or a transportation organization. What creative (and unexpected) ways could you use to get others at your organization excited? Maybe you can come up with a short, simple slogan or mission statement: With age-friendly care, Get on board with the gray revolution or, with co-designing care, Because none of us is as smart as all of us.

34

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