![]() ![]() The Heath brothers show us how, while warm and cuddly appeals to stop litter had failed in Texas, this simple, unexpected, concrete, credible, and emotional message – which had a toughness that appealed to conservative rednecks, not just liberal tree-huggers – quickly became a favorite bumper sticker, was known and could be recalled by 73% of Texans just a few months after the campaign was launched, and roadside litter declined in Texas declined nearly 30% within a year. One of my favorites is their analysis of the success of the “Don't Mess with Texas” anti-littering campaign. ![]() The book focuses squarely on using this research to help you design your own messages that will stick and affect what people actually do. I love how the Heath brothers dissect false stories and myths, (like “you only use 10% of your brain”) to show what kinds ideas spread and persist, and what kinds don't. This is one of the most important business books ever written. ![]()
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