Title - Saddleback Sam Tags - influentialwritingspecificdesiresmet
In Made To Stick, the authors tell the story of The Saddleback Church which profiled their ideal member - “Saddleback Sam” and “Saddleback Samantha.”
The profile describes their age, education, family life, work life, happiness, buying preferences, objections, and much more.
Their vision of Saddleback Sam and Samantha is used to make effective decisions. For example, they had an opportunity to try telemarketing. Good idea? Well, Saddleback Sam/Samantha hates telemarketing, so the idea was scrapped.
By making decisions based on their profiles, the church grew to more than 50,000 members - many of which are a close match to Saddleback Sam and Saddleback Samantha.
[#heath2008madetostick]: Dan Heath Chip Heath (2008): Made to Stick: Why some ideas take hold and others come unstuck, Arrow, pp. 128-9