Messages that stick: "The Enclave minivan"
This ad was mentioned in Made to Stick: Why some ideas survive and others die by Dan and Chip Heath.
Good stories have the element of surprise. "Unexpectedness" (if that's a word).
Do your marketing messages sound like a typical car commercial?
Messaging is part of a complete product playbook.
About Steve Johnson
Steve Johnson is a product management process coach, author, speaker, and advisor. His approach is based on the belief that minimal process and simple templates result in a nimble product marketing and management team. Before founding Under10, Steve was a Pragmatic Marketing instructor for over 15 years and personally trained thousands of product managers and hundreds of company senior executive teams. Learn more at www.under10playbook.com
In his spare time, Steve enjoys making music, and has an album available on iTunes. Check out Steve’s music at notExactlySteve.com