Chip Heath

As different audiences need to focus on a different set of tools, each presentation is built to meet those specific needs. For example, most top managers really need to focus on making their messages more Simple and Concrete. HR managers who are used to managing changes need to better understand how to employ the Emotion as well as Concrete tools in their interactions. For marketing professionals, the session would focus on the Unexpected (to get people’s attention in a crowded marketplace) and Credible (because people are already skeptical of marketers). Politicians need to understand Simple, Concrete, and Credible (because people are even more skeptical of politicians than marketers). Lawyers benefit from working on the skills of utilizing Simplicity and Story. Nonprofit managers need to understand Concrete, Emotional, and Story.