How to Create Memorable Moments That Will Move the Needle for Your Small Business with Dan Heath (Best-Selling Author of Made to Stick)

Show Notes

New York Time best-selling author Dan Heath, breaks down power tools for intentionally creating memorable moments in the minds of your ideal and likely buyers.

Do you want your ideas to be understood when people hear it?

Do you want your ideas to be remembered over time?

Do you want your ideas to change how people think and act?


Who is Dan Heath?

So Dan, tell us about your new book The Power of Moments: Why Certain Experiences Have Extraordinary Impact and what inspired you to write this book?

In Power of Moments you write,

“Our relationships are stronger when we perceive that our partners are responsive to us. (The term used frequently is “perceived partner responsiveness.”) Responsiveness encompasses three things:

  1. Understanding: My partner knows how I see myself and what is important to me.
  2. Validation: My partner respects who I am and what I want.
  3. Caring: My partner takes active and supportive steps in helping me meet my needs.” –

Share with our business conferences listeners what you mean by this.


Dan, in The Power of Moments you write,

“Psychologists have discovered that, in assessing the experiences we’ve had, we don’t average our minute-by-minute sensations. Rather, we tend to ignore or forget most of what happened and focus instead on a few particular moments: the peaks, the pits, and the transitions.” can you share why this information is so powerful?

Dan, during your video presentation on Fast Company’s website you say,

NOTABLE QUOTABLE – “There’s a puzzle about our memories of experiences let’s call it the Disney paradox and if you’ve been to one of the Disney theme parks you’ll know exactly what I’m talking about if we were to sample your happiness level let’s say a couple of dozen different moments over the course of your park visit my guess is that in a majority of those moments you would actually be happier sitting on your couch at home it’s less humid there less crowded you can get a hot dog for less than 10 bucks but as we reflect on our park visit it might be one of the highlights of the year why is that?

In an excerpt of your book, The Power of Moments posted on Fast Company you write,

NOTABLE QUOTABLE – “Moments are not created equal. Our experiences are mostly forgettable and occasionally remarkable. But those remarkable moments don’t create themselves. What if we didn’t just remember the standout moments of our lives and work but made them? We can be the designers of moments that deliver elevation and insight and pride and connection. These exceptional minutes and hours and days—they are what make life meaningful. And they are ours to create.

What does your book writing process look like?

  1. We try to accomplishment 3 things at once when writing a book:
    1. We want to make sure there is evidence for what we are saying.
    2. We want there to be stories to carry the message.
    3. We want the books to be practical. We are not ashamed to say they are “how to” books.

Dan, many brothers struggle just to get along, but you and your brother have written four New York Times best-sellers, share with us how your writing relationship got started and why you think that you two get along so well.

  1. It was 100% serendipity. If life would have gone as normal we would not have made it happen. He was writing about what made urban legends (rat in the fried chicken bucket). Random House publishing thought there was something there. Then he called me up and asked me to do the writing because he was more in the research side.

I’m obsessed with your book Made to Stick, where you break-down a few common myths, as a way to teach why ideas that are stuck:

  1. Myth – You only use 10% of your mind.
  2. Myth – Guy traveling for business story…
  3. Myth – The Great Wall of China is the only man-made creation that is visible from space

In your book, Made to Stick you teach the “S.U.C.C.E.S. Method,” I would like to have you break down each concept because I literally believe that these concepts are life-changing for business owners, managers, leaders and anybody who wants to become better at communicating with humans.

Simple: You write about the importance of finding the core of any idea and then prioritizing your ideas. You share that we all must become masters of exclusion and must stick to one core idea, why have you found this to be effective?

  1. Our version of simplicity does not mean “dumbing down”.
    1. Commander’s Intent
      1. The commander’s intent succinctly describes what constitutes success for the operation. It includes the operation’s purpose and the conditions that define the end state. It links the mission, concept of operations, and tasks to subordinate units.

NOTABLE QUOTABLE – “You don’t have to speak monosyllables to be simple. What we mean by simple is finding the core of the idea.” Made to Stick – Why Some Ideas Survive and Others Die

Unexpected: You describe in Made to Stick that we must grab the attention of people by surprising them, violating their expectations and by generating curiosity…why is this so important?

  1. The “a-ha” experience is often preceded by the “huh” experience. This can happen by posing a mystery. The Why Do Men Have Nipples book is a great example. Why do I want to know the answer to this when I did not 5 seconds ago.
  2. This is what is called the Curiosity Gap.
    1. When we become aware of this gap it create an “itch” and we want to “scratch” it.

NOTABLE QUOTABLE – “The most basic way to get someone’s attention is this: Break a pattern.” – Chip Heath – Made to Stick – Why Some Ideas Survive and Others Die

NOTABLE QUOTABLE – “The first problem of communication is getting people’s attention.” – Made to Stick – Why Some Ideas Survive and Others Die

Concrete: You write that an idea must be grasped in a way that it can be remembered later. What does it mean to communicate in a concrete way, and where do most people get this wrong?

  1. Story about the friend of a friend that is a big business traveler going through Las Vegas that woke up with a tube in their back and had kidney harvested by organ thieves.
    1. We use visual sensory language. Meaning you will be able to retell the story not by remembering the precise words but by replaying the film that has been embedded into your brain.
    2. In the business world, it is like we have an allergy to concrete language. If we can get in the habit of making people “see: things then that would be helpful.

NOTABLE QUOTABLE – “When you say three things, you say nothing.” Made to Stick – Why Some Ideas Survive and Others Die  

Credible: In Made to Stick you push for leaders to make sure that their ideas are perceived to be credible by encouraging people to actually test your ideas for themselves…walk us through why this is so important.

NOTABLE QUOTABLE – “The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it’s like to LACK that knowledge.” Made to Stick – Why Some Ideas Survive and Others Die

Emotional: You break down the importance of helping people to see how important and idea is by letting people feel something. What are the best moves that our users can use to let people feel something when they communicate.

NOTABLE QUOTABLE – “The most basic way to make people care is to form an association between something they don’t yet care about and something they do care about.” Made to Stick – Why Some Ideas Survive and Others Die  

Stories: You drill down in the importance of stories, and why they are absolutely essential for effective communication. Why are stories so important for anybody looking to influence others and to make their ideas stick?

NOTABLE QUOTABLE – “For creating a successful idea: Create a Simple Unexpected Concrete Credentialed Emotional Story.” Made to Stick – Why Some Ideas Survive and Others Die  

What kind of applicable nuggets can people find in your book

  1. If you want to offer a great customer experience or a great life experience then this book is for you .
    1. The 4 elements of the book are:
      1. Elevation
      2. Insight
      3. Pride
      4. Connection

What is the website everyone can go to?

  2. Or check out the podcast called Choiceology  

Do I Need a College Degree?

My name is Josiah ______  I’m seventeen years old and currently am going to be a senior at ________ high school. I have attended the in person workshop and I listen to the podcast everyday and I just got through with a conversation with my parents and they want me to go to college and get a business degree and because I have Indian blood I can go to college for really cheap. They also suggested that I go to TCC for two years just so I can have a degree. I’m perplexed with my situation and need guidance and help in understanding if it’s truly valuable for me to go?

I also work at the ______  gym and talked to my boss a little while back about college and he said to quote

“I’m not going to tell you that you have to go to college to be successful”

I believe that and also believe that your podcast and in person workshops have helped me grow tremendously not only in my knowledge of business but it is always helping me grow into an even better person.


My parents say that I have bought into a sales pitch or a scam and that you guys want me to pay you money for a coaching program and that I just don’t understand the value in a college degree. I also know that my parents are neither wrong nor right because college worked for them but I feel in my heart that it’s not for me.

NOTABLE QUOTABLE – College gives people learning and also takes away future opportunities by loading the next generation down with debt. – Peter Thiel

FUN FACT – Actually, College Grads Are More Likely To Be Bartenders Than Engineers

FUN FACT – “Only 27 percent of college grads have a job related to their major” –

How Do I Get Strategic Partners?

“We are launching a fun new backyard game called ________ on Kickstarter. Wondering if you have any creative marketing ideas on driving traffic to the _________ page or getting strategic partners or micro-influencers to promote a fun new product?” – Mike

AMPLE EXAMPLE – – Rustic Cuff – Jill Donovan

  1. Sent out free jewelry to super stars for free and the majority said no. But some did and they became a hit.  


  1. Make your product great
  2. Understand that yu will get rejected 100’s times before you get the big deals.

NOTABLE QUOTABLE – “The Mastermind principle consists of an alliance of two or more minds working in perfect harmony for the attainment of a common definite objective. Success does not come without the cooperation of others.” – Napoleon Hill

How Do You Proactively Grow a Carpet Installation Company?

Biggest Limiting Factors:

  1. Already working 70 hours 7 days per week
  2. Invoicing customers
  3. Responding to burning fires (dealing with crises)
  4. Doing work for customers
  • Step 1 – Design an Optimized Schedule (Rip the band-aid off and begin implementing it immediately)
    1. Weekly Group Interview
    2. Daily Huddles
    3. Weekly Financial Meeting to Look over the Key Performance Indicators (to prevent drifting)
    4. Ask yourself “What am I doing that I should not be doing?” and hire someone to do it.
  • Step 2 – Stop Invoicing as Soon As Possible
    1. Charge credit card retainers/deposits
    2. Send receipts
    3. Have contacts that can offer financing
    4. Insert terms so that there are penalties if payment is not made.
  • Step 3 – Optimize Your Map
    1. AMPLE EXAMPLE – Google search the term “Tulsa Men’s Haircuts”
      1. You will see Thrive15 Jenks
      2. Load up with tons of photos
  • Step 4 – Get 100 Google reviews as soon as possible
    1. AMPLE EXAMPLE – Sushi Fork in Tulsa, OK.
    2. MYSTIC STATISTIC – “88% of consumers trust online reviews.”
    4. You will not get reviews by emailing or texting people
  • Step 5 – Create a Google canonical compliant website
      1. AMPLE EXAMPLE –
        1. Type in the following to see our businesses and clients
          1. Tulsa Mortgages
          2. Tulsa Cookies
          3. Tulsa Men’s haircuts
          4. Buy Pumpkins in Tulsa
          5. Find pumpkins in Tulsa
          6. Tulsa pumpkins
          7. What is the best place to buy pumpkins in Tulsa
      2. Variable #1 – Reviews – Must get to 100 reviews as soon as possible (40 before ads will be trusted)
      3. Variable #2 – Canonical Compliance
      4. Variable #3 – Most Content  
      5. VarialeMost Mobile Compliance
      6. BOOKS –
        1. Search Engine for Dummies – Bruce Clay


  • Retargeting Playbook – Adam Berke, Gregory Fulton, and Lauren Vaccarello
  • How Google Works – Eric Schmidt


      1. The Honest Seduction – Scott Brinker, Anna Talerico, and Justin Talerico
      2. Get Rich Click – Ostrofsky
  • Step 6 – Design a No-Brainer That Works
      1. – $1 first haircut
      3. – ½ off of your 1st shoot
      4. $1 Admission
      5. 50 cent hot chocolate
  • Step 7 – Design Retargeting Ads


    1. FUN FACT – The average person has to visit your website 4.7 times – The Retargeting Playbook
      1. Then pull up and and
  • Step 8 – Launch the Group Interview Process
    1. Rated yourself as a 4 in the area of team management
    2. Your team needs to:
      1. Have the capacity to do   the job.
      2. Have the want to do the job.
  • Step 9 – Determine Your Profit Per Customer
    1. Determine revenue per customer
    2. 50% of people are going to waste your time
    3. Must have a daily goal.
  • Step 10 – Determine the Number of Deals You Need to Get Per Week to Achieve Your Goals
    1. Deals per day matter most
  • Step 11 – Tracking
    1. Lead Source
    2. Create an Inbound Sales Script
    3. Install Clarity Call Recording
  • Step 12  – Set a Fixed Daily Time to Meet with Your Team About Your Key Performance Indicators (to insure that no one is drifting)
  • Step 13 – Create a Workflow
  • Step 14 – Create an Experience Checklist:
    1. Sights
    2. Sounds
    3. Smells
    4. Decor


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