Скачать или смотреть Chapter 3: The Stickiness Factor | The Tipping Point By Malcolm Gladwell | Andy's Book Club

Notes:

How Sesame street became so successful
The message matters, but also the way it’s presented, the principle that lies at the heart of “stickiness”
Wunderman The gold box treasure hunt, TV guide and Parade
The tetanus pamphlet, effect of including a campus map → vaccination rate rose from 3% to 28%
You’d think that TV holds your attention through a lot of flashing lights, but to really hold someone’s attention (especially children), it still needed to make sense
The distractor was a slideshow used in testing kids attention to a given episode of sesame street
The episode of sesame street named “oscar’s blending”
Just because a message is sticky, doesn’t mean that it achieves your goals
They made Oscar sticky, but the message did not stick
The episode about Big Bird finding a new name was a failure, children dont understand how something can have two different names. Oak vs tree
The order of the clues mattered a lot in Blue’s Clues, for example, if you wanted the kids to guess “penguin”. The clues they tested were: ice, waddle, black and white. Or black and white, ice, waddle.
-The essence of stickiness is finding that one or two small things or ways to package information that will make it irresistible

Timestamps:

0:00 Intro
1:16 Gold Box Treasure Hunt
3:42 Tetanus Pamphlet
5:23 Sesame Street Success
9:54 Blue's Clues

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