BU121 Lecture Notes - Lecture 6: Nordstrom, Hamburger Helper, Mother Teresa
Document Summary
Bu121 lecture 6 communicating successfully for business. Sticky = understandable, memorable, and effective in changing thought or behaviour: urban legends very effective in changing behaviour. Are ideas born interesting or made interesting: cspi did study on movie and popcorn. Interesting but not sensational, truthful but not mind-blowing, and important but not life or death. Curse of knowledge it is harder for people that understand something to explain it to other that do not as you do not know what the other person is understanding! Simple = core + compact: find the core of the message. Commander"s intent ex plans change but know to adapt to accomplish the main goal. Don"t bury the lead: communicate the core compactly. Use existing schema use what the person already knows. Unexpectedness: get audience to pay attention, need surprise and interest. Open gaps in knowledge: give context ex sports channels weren"t interesting but then they started filming the back story of the people at the.
