Some of his tips for crafting "Sticky Ideas" are:
- Make your Ideas concrete and use simplicity in story telling.
- On keeping things simple, he says:
- On the power of stories, he says:
Take an abstract message, like “Maximize shareholder value.” What should one of your employees do tomorrow to make that happen? Now contrast that abstraction with the stories told at FedEx. One of them features a driver who couldn’t open one of the pickup boxes on his route—he’d left the key back at the office. His deadline was tight and he knew that by the time he could get his key and return to the box, the packages in it were going to miss the plane. So he got a wrench, quickly unbolted the whole box, and muscled it onto his truck, knowing he’d be able to unlock it back at the office! That’s the kind of behavior you want when your competitive advantage is “absolute, positive reliability.” That’s how you’re going to maximize shareholder value in the long run. But telling FedEx drivers to maximize shareholder value just leaves them hanging. The story tells them how to act.