Esther Cabrera
Concrete: Tips for Remembrance An Analysis of Made to Stick by Chip & Dan Heath We all know the fable of “The Boy Who Cried Wolf” right? A young boy stirs the peace of a town and calls for help numerous times, each time being a false alarm. When the boy calls one more time, the town assumes that it is again a false alarm and does not come to the rescue and the boy perishes. This story’s theme is used to describe the value of being honest and not lying. The reason why we are able to understand the meaning behind the story is because of the story itself. If someone were to try and explain what lying was to a 4th grader by just using the words “don’t lie,” they probably would skip off to recess without processing what those words really meant. Stories and examples like these make things tangible and easier to remember. They make things concrete. “Concrete ideas are easier to remember.” You may be asking yourself, why is this information relevant to my life? Do you have a job? Do you have to give presentations or write emails? Do you have children? Do you have to explain why it is not nice to tattle on someone at school? We can use this tactic in so many aspects of our lives. If you’re trying to explain something to someone, always assume that they aren’t going to understand what you are saying. Don’t make them think. People have a short attention span and are busy. They like to get in, get the information they need and get out. “If you can examine something with your senses, it’s concrete.” When you think of the word “truth” what comes to mind? Other words right? When you think of the word “watermelon” what comes to mind? Summer days, BBQ’s and deliciousness in your mouth. Concrete words that apply to our senses, are relatable to experiences that people have, and can be remembered more easily. “Abstraction is the enemy of concreteness. Concreteness sticks.” Abstraction makes it harder to understand and remember ideas. People who are knowledgeable in an area may find it hard to explain things to a person that is not of their expertise. For example an IT person speaks in computer jargin, whereas the everyday employee speaks in English. If there is a problem with the computer the IT person automatically starts thinking about gigabytes and other words that I don’t know. The employee may just see what is in front of them and just knows that the start button isn’t doing anything when they push on it. It is important to use concrete words that are not abstract so that the amateur person may be able to understand. “Our own decisions are easier to make if they are guided by the needs of specific people.” Put yourself in the shoes of your readers, customers, students etc. If you are focusing on what your audience needs, provide information that they will respond to. Remember that people do not know what other people know. Concreteness is easy to embrace and is key for remembrance. Make it tangible, cater to senses, don’t fall back into abstraction, and fulfill the needs of your audience. Do these things and I guarantee you’ll remember to never cry wolf. For tips on how to make your writing more concise and memorable post a comment below.
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August 2016
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