"Made to Stick" is a book written by Chip Heath and Dan Heath that explores why some ideas and messages thrive while others are quickly forgotten. The book provides a framework for creating ideas that are memorable, impactful, and able to generate action. The authors introduce six principles that make ideas "stick" and provide numerous examples and strategies for applying these principles in various contexts.
Aspects of how to create sticky ideas and have SUCCESs are build around these six ideas:
Simplicity isn’t about dumbing down, it’s about prioritizing. (Southwest will be THE low-fare airline.) What’s the core of your message? Can you communicate it with an analogy or high-concept pitch?
To get attention, violate a schema. (The Nordie who ironed a shirt...) To hold attention, use curiosity gaps. (What are Saturn’s rings made of?) Before your message can stick, your audience has to want it.
To be concrete, use sensory language. (Think Aesop’s fables.) Paint a mental picture. (“A man on the moon...”) Remember the Velcro theory of memory—try to hook into multiple types of memory.
Ideas can get credibility from outside (authorities or anti-authorities) or from within, using human-scale statistics or vivid details. Let people “try before they buy.” (Where’s the Beef?)
People care about people, not numbers. (Remember Rokia.) Don’t forget the WIIFY (What’s In It For You). But identity appeals can often trump self-interest. (“Don’t Mess With Texas” spoke to Bubba’s identity.)
Stories drive action through simulation (what to do) and inspiration (the motivation to do it). Think Jared. Springboard stories (See Denning’s World Bank tale) help people see how an existing problem might change.
My view on this book
Throughout the book, the Heath brothers use real-life examples and case studies to illustrate these principles in action. They draw from a wide range of fields, including advertising, politics, education, and social issues, to demonstrate how sticky ideas can be crafted and communicated effectively.
Overall, "Made to Stick" is a practical guide that offers insights and techniques for creating ideas that are memorable, persuasive, and able to drive change in various domains. It is a great read, a MUST read!
A credible idea makes people believe. An emotional idea makes people care. The right stories make people act.
More on Made to Stick
On the website from the Heath Brothers you can download the Succes model:
And read more about the book: