MADE TO STICK : Why Some Ideas Survive And Others Die (Jill-05)Dan Heath & Chip Heath
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Explores Why Some Ideas Are More Easily Retained & Remain Longer In Popular Memory While Others Are Quickly Forgotten
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★★ NEW YORK TIMES BESTSELLER ★★
★★ WALL STREET JOURNAL BESTSELLER ★★
★★ 25 months on the Business Week bestseller list★★
★★ Best Business Book of the Year – 800-CEO-READ book awards★★
★★ Top 10 Army Junior Officers Reading List – Foreign Policy★★
★★ #1 on the Top 10 Business Books of 2007 – Canada’s Globe and Mail newspaper★★
★★ #2 on the Top 10 Business Books of 2007 – Amazon.com’s Editors★★
★★ Top 100 Customer Favorites list of 2007 – (ranked #26 across all categories) by Amazon.com readers★★
★★ Best Business Books of 2007 – The Miami Herald★★
“Made To Stick” explores the concept of creating and communicating ideas that are memorable and have a lasting impact. The book aims to uncover the common characteristics of ideas that stick and why some ideas fail to resonate with people.
Mark 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 public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers 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.”
In this indispensable guide, 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.
The authors introduce the SUCCESs framework, which stands for:
1. Simple: The idea should be stripped down to its core and presented in a concise and understandable way. Simple ideas are easier to remember and share. (Simple ideas are more likely to stick than complex ones.)
2. Unexpected: The authors argue that capturing people’s attention requires breaking patterns and introducing surprises. Unexpected elements make ideas more memorable. (Unexpected ideas are more likely to stick than expected ones.)
3. Concrete: Ideas should be made tangible and grounded in real-world examples. Concrete ideas are easier to understand and remember compared to abstract concepts.(Concrete ideas are more likely to stick than abstract ones.)
4. Credible: The credibility of an idea is crucial for its acceptance. It should be supported by evidence, authority, or personal experiences to gain trust and convince people of its validity. (Credible ideas are more likely to stick than unbelievable ones.)
5. Emotional: The authors emphasize the importance of appealing to people’s emotions. Emotional connections create empathy and engagement, making ideas more compelling. (Emotional ideas are more likely to stick than rational ones.)
6. Stories: Stories have a unique ability to captivate an audience and make ideas more relatable. By framing ideas within narratives, they become more memorable and persuasive. (Stories are more likely to stick than facts.)
The book explores these principles through numerous examples and case studies, highlighting successful campaigns, advertisements, and messages that have made ideas stick. By understanding and applying the SUCCESs framework, individuals and organizations can increase the chances of their ideas resonating with others and making a lasting impact.
The book uses a variety of examples to illustrate these six traits, including the following:
◆ The story of a Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers. This story is simple, unexpected, concrete, credible, emotional, and tells a story.
◆ The “Mother Teresa Effect,” which is the tendency for people to give more money to charities when they are presented with a personal story about someone in need. This effect is unexpected, concrete, credible, and emotional.
◆ The “curiosity gap,” which is the idea that people are more likely to remember something if they are left with a question unanswered. This principle is used in advertising campaigns, such as the “Just Do It” campaign for Nike.
Made to Stick is a book that will transform the way you communicate ideas. 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 prejudice. Provocative, 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.
It provides practical insights and actionable strategies for anyone looking to communicate ideas effectively, whether in marketing, leadership, education, or everyday life. It offers valuable lessons on how to make ideas more compelling, memorable, and influential, ultimately helping ideas break through the noise and stand out in a crowded world.
About the Authors
Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on strategy and organizations. He has helped over 450 startups hone their business strategy and messages. He lives in Los Gatos, California.
Dan Heath is a senior fellow at Duke University’s CASE center, which supports entrepreneurs fighting for social good. He lives in Durham, North Carolina.
Together, Chip and Dan have written three New York Times bestselling books: Made to Stick, Switch, and Decisive. Their books have sold over two million copies worldwide and have been translated into thirty-three languages, including Thai, Arabic, and Lithuanian. Their most recent book is The Power of Moments.
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