Credible

Core Concept Definition

Making ideas believable through various sources of authority, anti-authority, and internal credibility.

Types of Credibility

1. External Authority

   • Traditional experts
   • Recognized authorities
   • Certified professionals
   • Respected figures

2. Internal Credibility

   • Details that self-verify
   • Statistics on human scale
   • Testable credentials
   • Vivid details

3. Anti-Authority

   • Personal experience
   • First-hand accounts
   • Authentic stories
   • Real-world examples

Building Credibility

External Sources

1. Traditional Authorities

   • Expert credentials
   • Professional qualifications
   • Recognized achievements
   • Established reputation

2. Anti-Authorities

   • Personal experience
   • Direct involvement
   • Real consequences
   • Authentic stories

Internal Elements

1. The Sinatra Test

   • “If you can make it there…”
   • Definitive proof
   • Ultimate credential
   • Single powerful example

2. Testable Credentials

   • Verifiable claims
   • Demonstrable results
   • Provable statements
   • User-testable elements

Statistics and Scale

Human-Scale Statistics

1. Making Numbers Meaningful

   • Relatable comparisons
   • Understandable scale
   • Personal context
   • Concrete examples

2. Implementation

   • Converting large numbers
   • Creating comparisons
   • Building understanding
   • Enabling comprehension

Vivid Details

1. Purpose

   • Building authenticity
   • Creating believability
   • Supporting claims
   • Enhancing memory

2. Selection Criteria

   • Relevance to message
   • Support for core idea
   • Enhancement of understanding
   • Memory aid

Case Studies

Successful Examples

1. Pam Laffin Anti-smoking Campaign

   • Personal story
   • Real consequences
   • Authentic voice
   • Powerful impact

2. NBA Rookie Orientation

   • Direct experience
   • Personal impact
   • Real consequences
   • Lasting effect

3. Subway’s Jared Campaign

   • Verifiable results
   • Personal story
   • Documented change
   • Relatable example

Business Applications

Marketing

1. Testimonials

   • Customer stories
   • Real results
   • Authentic voices
   • Verifiable claims

2. Product Claims

   • Testable statements
   • Demonstrable results
   • Verifiable benefits
   • Proven outcomes

Internal Communication

1. Change Management

   • Concrete evidence
   • Demonstrable benefits
   • Clear results
   • Verifiable outcomes

2. Strategy Implementation

   • Clear metrics
   • Measurable results
   • Tangible outcomes
   • Visible progress

Common Challenges

Overcoming Skepticism

1. Initial Resistance

   • Building trust
   • Establishing credibility
   • Providing proof
   • Demonstrating value

2. Maintaining Belief

   • Consistent delivery
   • Ongoing verification
   • Regular proof
   • Sustained credibility

Balancing Elements

1. Authority Mix

   • Expert voices
   • Personal stories
   • Statistical proof
   • Demonstrable results

2. Evidence Types

   • Hard data
   • Personal accounts
   • External validation
   • Internal verification

Implementation Techniques

Building Credibility

1. Source Selection

   • Authority identification
   • Credibility assessment
   • Voice authenticity
   • Impact evaluation

2. Evidence Assembly

   • Data collection
   • Story gathering
   • Proof compilation
   • Result documentation

Maintaining Trust

1. Ongoing Verification

   • Regular updates
   • Continued proof
   • Sustained evidence
   • Consistent validation

2. Trust Building

   • Relationship development
   • Credibility maintenance
   • Trust reinforcement
   • Belief sustaining

Measurement Criteria

Effectiveness

1. Belief Levels

   • Initial acceptance
   • Continued trust
   • Long-term belief
   • Sustained credibility

2. Impact Assessment

   • Behavior change
   • Action taking
   • Result achievement
   • Goal attainment

Related Concepts

• Concrete - Supporting credibility
• Emotional - Building trust
• Communication Framework
• Practical Applications

Questions for Practice

1. What makes your idea credible?
2. How can people verify it?
3. What authorities support it?
4. What details validate it?
5. How can you prove it?

References

• Chapter 4 of Made to Stick - Why Some Ideas Survive and Others Die