Question
The principles of "Made to Stick" can be applied to enhance corporate strategies by making the strategies more memorable and impactful. This can be achieved by ensuring the strategies are simple, unexpected, concrete, credible, emotional, and tell a story - the six principles of stickiness. For example, a simple strategy is easy to understand and remember. An unexpected strategy grabs attention. A concrete strategy is clear and specific. A credible strategy is believable. An emotional strategy makes people care. A story-based strategy helps people understand and remember.
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Maslow's Pyramid is a framework for understanding different needs and wants that are part of the human experience. For example, "self-actualization – realizing our own potential, self-fulfillment, peak experiences" is near the top, while "security – protection, safety, and stability" is near the bottom. Again, studies showed a surprising finding. When asked to identify benefits that appeal to themselves, people chose benefits that met the needs on relatively high levels of the pyramid. For example, saying that a $1,000 bonus mattered to them because of its signal that the company valued their contributions to the company. On the contrary, when asked why they thought the bonus would be appealing to others, they largely chose reasons like its ability to be used towards home improvements, or providing security for emergency cases. "In other words, a lot of us think everyone else is living in Maslow's basement – we may have the penthouse apartment, but everyone else is living below."
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