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Effective communication is essential to the success of any business organization. Since the world is becoming a global village it is of utmost importance to effectively communicate within and outside of an organization. However, due to large organizational sizes and tall organizational structures it becomes difficult to get any message across. This creates boundaries in the organization, internally in terms of various departments and externally in terms of customers.
To overcome this dilemma, in the video ?Messages that Stick', Professor Chip Heath emphasizes on the importance of making the point stick rather than just getting the message across and explains how to go about it. Professor Heath commences his lecture with focus on urban legends, that is, myths and stories. Urban legends have been stuck in peoples' minds and have persisted over decades, spanning over cultural boundaries.
For instance, the story of the dead girl who appears on a dark eerie roadside is known almost world over, yet in different situations. In the American version, the man who finds the girl is in a car. In the European version, the car is replaced by a carriage. Whereas in the Chinese version, the mode of transport is believed to be a horse.
The professor explains that urban legends succeed even though they lack many advantages that organizational messages have. They do not have support from top management. They do not have advertising budgets, or public relation assistants. They often arouse negative feelings of fear and disgust due to which people do not often like them. Yet, they still spread.
In light of the above, Professor Heath tries to correlate organizational messages with urban legends thro ...