Made to Stick Why Some Ideas Survive and Others Die

NEW YORK TIMES BESTSELLER The instant classic about why some ideas thrive why others die and how to improve your idea's chances essential reading in the fake news eraMark Twain once observed A lie can get halfway around the world before the truth can even get its boots on His observation rings true Urban legends conspiracy theories and bogus news stories circulate effortlessly Meanwhile people with important ideas entrepreneurs teachers politicians and journalists struggle to make them stickIn Made to Stick Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier such as applying the human scale principle using the Velcro Theory of Memory and creating curiosity gaps Along the way we discover that sticky messages of all kinds from the infamous kidney theft ring hoax to a coach's lessons on sportsmanship to a vision for a new product at Sony draw their power from the same six traits Made to Stick will transform the way you communicate It's a fast paced tour of success stories and failures the Nobel Prize winning scientist who drank a glass of bacteria to prove a point about stomach ulcers the charities who make use of the Mother Teresa Effect the elementary school teacher whose simulation actually prevented racial prejudiceProvocative eye opening and often surprisingly funny Made to Stick shows us the vital principles of winning ideas and tells us how we can apply these rules to making our own messages stick


10 thoughts on “Made to Stick Why Some Ideas Survive and Others Die

  1. says:

    from my blog thesunrisingcomSummary When marketing anything keep these six concepts in mind if you want your message to shtick Simple Unexpected Concrete Credible Emotional Stories yes my friends that spells SUCCESs If it sounds like too much work these two concepts also work Free Sex noooo that’s not in the bookbut it works I tell youRecommended? Si It’s a quick fun read full of interesting anecdotes and examples that make the book’s message concrete a hem If you’re never going to pick it up at least read a breakdown of the six principles on the book’s websiteOneish liners for each of the six principles Simplicity boil it all down to the core message you want people to walk away withthe one thing they should knowdothe key takeawaythe essence of your pointthe singular okay I’ll stop Unexpectedness generate interest and curiosity by being counter intuitive or using surprisesome other technique Oh and you should send me money see? that’s called “surprise” Concreteness explain ideas “in terms of human actions in terms of sensory information” people think in pictures so paint a picture For example I’m sitting at my desk in my room typing this on my Dell laptop sipping water and eating green curry chicken over rice If you make it to the end of this post I bet you’ll remember what I ate but you won’t remember all six principles Credibility it’s only what is said because of who says it make sense? If you can’t get a spokesperson Oprah be vividly detailed “sticky ideas have to carry their own credentials” Emotions get people to care about your idea by evoking a feeling around your idea and keep in mind that “we are wired to feel things for people not for abstraction” You make me happy by reading this blog post Don’t you feel happier knowing that mom? Stories wrap the idea with context and it’ll be remembered as associated with that context sometimes analogies work great here as they ground the idea in a story or context folks are familiar with analogies also allow you to check off “simple” and “concrete” for example “my blog is the Pinto of the blogosphere” says a lot about my blog And me unfortunatelyKey takeaways Think about what YOU would respond to if YOU were your target audience make sense? First this means understanding the frame of mindperspective of your target audience note this is HARD Then it’s asking questions like “what would make me take notice?” Throw off what the authors affectionately refer to as the “Curse of Knowledge” corny but true and go from there How does your target audience views the world? What’s important to them? Which raises some good questionswho are you people? And what’s important to you? Make ideas interesting in some wayshapeform Sounds incredibly obvious but it’s in fact hard to do think of all the crap advertising you see these daysclearly if it were interesting it wouldn’t be crapI’ll bet you had a hard time remembering explicit crap ads precisely because they were crap Playing into people’s curiosity can be a powerful way to make things interesting guess what color boxers I’m wearing When pitching something emphasize benefits not features people want to know what’s in it for them self interest or how what you’re offering supports something they believe in identity If you can nail both you’ve got a winner this whole “organic” craze for example Final excerpt from the book “For an idea to stick for it to be useful and lasting it’s got to make the audience 1 Pay attention 2 Understand and remember it 3 AgreeBelieve 4 Care 5 Be able to act on it” 6 Think free Or sex Or bothOkay without looking what are the six principles? And what did I eat? And how much money are you sending me?