Made to Stick exposes why some ideas are remembered while others are quickly forgotten. Packed with entertaining anecdotes and easy to read analysis, Made to Stick is all about the concept of stickiness, first discussed in Malcolm Gladwell’s The Tipping Point.
Made to Stick by Chip and Dan Heath
Made to stick is required reading for anyone who wants to be remembered.
Using a range of real life examples, Chip and Dan Heath develop their SUCCESS model of stickiness guiding us to make all our ideas: Simple, Unexpected, Concrete, Credible, Emotional and Story based.
Whatever your background, learning how to improve your communication style is a must if you want to become truly successful, so I rate this book as a must for pretty much anybody.
Below are some of the key insights I took from this book:
- ‘Sticky’ ideas are Simple, Unexpected, Concrete, Credible, Emotional and Story based.
- When you known something, you forget how it was to not know it (The Curse of Knowledge) e.g. Tapping out a theme tune.
- Creativity is often about new ideas from established rules. (e.g. Picasso)
- Simple ideas always stick better. E.g. ‘The Uber of X’ or ‘Crooked Hilary’
- Unexpected ideas trigger attention by breaking routine. Ideas like putting a man on the moon or taking humans to Mars.
- Concrete ideas engage all five senses, avoiding abstraction and offering up multiple hooks and rings like Velcro.
- Credibility is establishing Frank Sinatra social proof. You need to elicit a reaction that ‘if they can make it there, they can make it anywhere’
- Emotion means translating statistics in evocative personal terms that resonate with the audience on a empathic basis (e.g. Dont Mess With Texas)
- Stories are remembered because they engage the human mind with video images, biblical parables and Aesop fables being among the best remembered.
- Ideas are often distorted on the process to becoming sticky with reference to simplicity and universality (e.g. Nice Guys Finish Last)
- The only way to ‘unstick’ and idea is to replace it with a even more sticky idea (e.g. Songs in the Head)
- Both teachers and businesspeople can adopt SUCCESS principles to achieve better results in their workplaces.