Made to Stick: Why Some Ideas Survive and Others Die
by Chip Heath & Dan Heath · 2007
In a nutshell
Chip and Dan Heath's exploration of what makes ideas memorable and influential, revealing the six principles of sticky ideas through the SUCCESS framework that helps messages resonate and last.
Overview
Made to Stick: Why Some Ideas Survive and Others Die is a book by brothers Chip and Dan Heath published by Random House on January 2, 2007. The Heath brothers tackle head-on the vexing questions of why some ideas thrive while others die.
The Authors
Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations.
Dan Heath is a senior fellow at Duke University's CASE center, which supports entrepreneurs fighting for social good, and lives in Durham, North Carolina.
The Six Principles (SUCCESs)
The authors credit six key principles that make ideas "stick":
1. Simplicity
Find the core of the idea. Strip it to its essential message.
2. Unexpectedness
Grab people's attention by violating expectations. Use surprise to make ideas memorable.
3. Concreteness
Make ideas clear and specific with concrete images and language that people can visualize.
4. Credibility
Give ideas believability through statistics, vivid details, or testable credentials.
5. Emotions
Make people care about an idea by appealing to their emotions and self-interest.
6. Stories
Enable action through narrative. Stories provide simulation (knowledge about how to act) and inspiration (motivation to act).
Key Concepts
The brothers Heath reveal the anatomy of ideas that "stick" and explain sure-fire methods for making ideas stickier, such as:
- Violating schemas to create surprise
- Using the Velcro Theory of Memory
- Creating "curiosity gaps" that compel people to learn more
Commercial Success
Made to Stick made the New York Times and Wall Street Journal bestseller lists and was retired from the BusinessWeek list after a 24-month run. It was named to several "best of the year" lists and was selected as one of the best 100 business books of all time.
Practical Applications
The book is invaluable for:
- Entrepreneurs pitching their ideas
- Marketers crafting campaigns
- Teachers making lessons memorable
- Leaders communicating vision
- Anyone trying to make their message heard
Impact
The SUCCESS framework has become a standard tool for business communicators, educators, and leaders worldwide who need to make their ideas resonate.
Available at major retailers for approximately $16-28.
Reference
Made to Stick: Why Some Ideas Survive and Others Die — publisher / official page. Summary adapted from the Awesome Startup Books collection.
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