Acronym

I just got out of the general session where Dan Heath described the six principles of sticky ideas (from the research that led to the book he coauthored with his brother, Chip, Made to Stick).

I’ll post more after having a little time to reflect, but the first principle really hits close to home: Simplicity.

The story he relates to illustrate is from Southwest Airlines. Just like you, I’d like to have a nickel every time a consultant used Southwest to make a point, but if you can take just a little more, I’ll be brief.

Heath says Herb Kelleher (Southwest CEO) is famous for simplicity. When asked what makes Southwest different from other airlines, Kelleher can tell you in 30 seconds: Southwest will be the lowest fare airline. When customer survey shows that on Southwest’s longest flight, they’d enjoy something more substantial than peanuts, the idea is shot down, because it does not help Southwest be the lowest fare airline.

Here’s how Heath summarized: “We’ll have the lowest fares even if it means we deliberately ignore customer preferences. By being that clear, [Kelleher] helps hundreds of people throughout the company make decisions.”

Heath spoke about another way to look at the point (and this one doesn’t talk about Southwest). He noted the practice in Hollywood of providing the high-concept pitch. Examples:

Lost alien befriends boy to get home.
Jaws on spaceship.

Heath then challenged the audience of association leaders: what would the high concept of your next meeting be?