Emotional

Core Concept Definition

Making people care about ideas by tapping into emotions and values rather than just facts and figures.

Making People Care

1. Emotional Triggers

   • Personal connection
   • Value alignment
   • Identity appeal
   • Meaningful impact

2. Beyond Logic

   • Heart vs. head
   • Feeling vs. thinking
   • Care vs. understand
   • Connect vs. comprehend

Key Components

The Mother Teresa Effect

1. Core Principle

   • One vs. many
   • Individual focus
   • Personal connection
   • Specific impact

2. Implementation

   • Individual stories
   • Personal examples
   • Specific cases
   • Direct impact

Identity Appeals

1. Self-Image

   • Personal values
   • Group identity
   • Role expectations
   • Social norms

2. Group Association

   • Community belonging
   • Shared values
   • Cultural connection
   • Common purpose

Maslow’s Hierarchy Applications

Beyond Basic Needs

1. Higher-Level Appeals

   • Self-actualization
   • Esteem needs
   • Belonging needs
   • Achievement needs

2. Transcendent Goals

   • Purpose-driven
   • Value-based
   • Mission-oriented
   • Impact-focused

Implementation

1. Need Identification

   • Target audience
   • Motivational drivers
   • Value systems
   • Personal goals

2. Message Alignment

   • Value connection
   • Purpose alignment
   • Goal integration
   • Impact demonstration

Case Studies

Don’t Mess with Texas

1. Campaign Elements

   • Identity appeal
   • Pride connection
   • Cultural relevance
   • Behavioral impact

2. Success Factors

   • Cultural resonance
   • Identity alignment
   • Personal pride
   • Measurable results

Truth Campaign

1. Strategy

   • Youth rebellion
   • Anti-authority
   • Personal choice
   • Industry exposure

2. Impact

   • Behavior change
   • Attitude shift
   • Social movement
   • Measurable results

Business Applications

Marketing

1. Brand Connection

   • Emotional bonding
   • Value alignment
   • Identity creation
   • Personal relevance

2. Customer Engagement

   • Experience design
   • Relationship building
   • Loyalty development
   • Trust creation

Internal Communication

1. Employee Motivation

   • Purpose connection
   • Value alignment
   • Mission engagement
   • Goal achievement

2. Change Management

   • Personal impact
   • Emotional support
   • Value integration
   • Purpose alignment

Implementation Techniques

Creating Emotional Connection

1. Story Development

   • Personal narratives
   • Relatable examples
   • Human interest
   • Emotional impact

2. Value Integration

   • Core beliefs
   • Shared values
   • Common purpose
   • Meaningful goals

Maintaining Engagement

1. Sustained Connection

   • Ongoing relationship
   • Consistent engagement
   • Value reinforcement
   • Purpose reminder

2. Impact Demonstration

   • Result sharing
   • Success stories
   • Achievement celebration
   • Progress recognition

Common Challenges

Avoiding Manipulation

1. Authentic Connection

   • Genuine care
   • Real impact
   • True value
   • Honest engagement

2. Ethical Considerations

   • Responsible influence
   • Truthful communication
   • Value respect
   • Trust building

Balancing Logic and Emotion

1. Integration

   • Fact support
   • Emotional appeal
   • Rational basis
   • Personal connection

2. Appropriate Mix

   • Context consideration
   • Audience need
   • Message purpose
   • Desired impact

Measurement Criteria

Emotional Impact

1. Connection Level

   • Initial engagement
   • Sustained interest
   • Personal relevance
   • Value alignment

2. Behavior Change

   • Action taking
   • Habit formation
   • Practice adoption
   • Goal achievement

Related Concepts

• Stories - Emotional connection
• Credible - Trust building
• Communication Framework
• Practical Applications

Questions for Practice

1. How does your idea connect emotionally?
2. What values does it tap into?
3. How does it make people care?
4. What identity does it appeal to?
5. How does it create meaning?

References

• Chapter 5 of Made to Stick - Why Some Ideas Survive and Others Die