Like last week this week’s Content Marketing ToTW is further reading and it’s the turn of brothers Chip and Dan Heath with Made to Stick.
This book looks at all kind of creative campaigns and business behaviours, across advertising, media and organisations; focusing on common properties of the best stories that transcend generations and endure as message.
We incorporate some of the framework described in the book into our approach to content ideation. In fact one of the core principles described which came out of West Point Behavioural Sciences division forms the start of our creative brief process and it is the Commanders Intent. Commanders Intent is a plan-talk statement about the point of the mission, so that should any of the expected uncontrolled variables (originally “the enemy”) behave or perform in unexpected ways, the mission is still achievable providing the intent is communicated.