The speaker had a charisma. He was smooth, articulate and delivered a very entertaining speech. The audience were spell bound while he was speaking. A perfect ten on ten.
Here’s the rub. When the audience were surveyed about how much they remembered from our star speaker’s speech, most of them couldn’t recall much. All they remembered that the guy was good.
What a waste of time and effort for both speaker and audience, unless it was a stand-up comedy show where the audience just wanted pure entertainment and then forget everything the next day.
In today’s knowledge economy, what’s more important than ideas? It’s an ability to execute those ideas. But there is another critical piece of puzzle, especially when you are working with a team, which is how sticky your idea is in other’s minds.
“Sticky” is a metaphor to emphasize that your ideas are understood and remembered, and have a lasting impact. A sticky idea changes your audience’s opinions and behaviour. Your ability to add value or bring any meaningful change is determined by your ability to make your ideas stick.
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