BU121 Lecture Notes - Lecture 4: Mother Teresa, Customer Service, Caffeine

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15 Jan 2016
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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.

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