People Innovation Excellence

Sticky Message

By: Teddy Indira Budiwan, S.Psi., MM


Imagine yourself going in from and to meetings on a daily basis. You have your agenda in each meetings and items to accomplish. That’s usually what key executives in your office deal with. Delivering your Power-Point Presentation as is is not enough, you have to be able to stand out and sell your idea. Meeting with a key decision maker, you usually don’t have much time to explain your problem and solution. You also need to have a convincing argument and be able to get buy in from management. That’s a quite a stressful situation.


Fret not, let me give you some advice on how to make your message linger on their memories longer. Dan and Cip Heath would term it “sticky”. There are some things you can watch out for.

  1. Simple descriptions create clear images.
  2. The best way to get people’s attention is to say something out of the ordinary. It’ll wake them up from their daydreaming.
  3. Use concrete images. I remember this message very well, it was delivered by one of our company’s leader: “If you’re going to a different city than then boat you’re in is heading to, it might be better for you to get off the boat.”
  4. Experts testimonies provides credibility, as does statistics. It’s a memorable take away. 90,000 alumnis, 30,000 active students, 6,000 graduates, 2 out of 3 graduates. Sounds familiar?
  5. Provoking a strong emotional reaction towards your message will strenghten the memory of the message.
  6. A strong story provides a knowledge on what to do and drives people to act on it.


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