Give a concrete context, provide memory hooks and create a “universal language” that everyone can speak fluently (more details in our complete Made to Stick summary / the book). To help people understand and remember, we must make our ideas clear and concrete. Abstract ideas are hard to understand and remember, and are open to different interpretation. CONCRETENESS: MAKING IDEAS CLEARĮxperts tend to get more abstract because they have so much knowledge, they tend to see the patterns and insights between details, rather than the concrete details per se. In the book, the authors elaborate on effective techniques that can be used to create surprise and sustain interest e.g. using mysteries, the gap theory etc. Keep Attention through the emotion of Interest.Get Attention through the emotion of Surprise.UNEXPECTEDNESS: GETTING AND RETAINING ATTENTION using flags, high-concept pitch, analogies etc.). Get more details from our full 9-page book summary or read the book. the simple but powerful proverb “Do unto others as you would have them do unto you.” The Heath brothers outline several tools and techniques that you can use to create compact communications (e.g. Finding the essential core of our ideas andįor an idea to be compact, there must be a lot of meaning packed into a succinct message, e.g.Simplicity is not just about using fewer words, shorter phrases or sound bites. The book also addresses barriers to application and how to overcome them with the SUCCESs principles: 1. The SUCCESs PrinciplesĪfter studying a wide range of ideas and how they are communicated, the Heath Brothers identified 6 principles (SUCCESs) that can be applied as a template or checklist to shape or test any idea for stickiness. Not all ideas are “stick-worthy”, though it is possible to systematically create sticky ideas, or to learn to spot ideas with potential. Based on 10 years of study, the Heath brothers answer the question: “Why do some ideas succeed while others die”? “Made to Stick” provides a practical and systematic way to create ideas that are understood, remembered, and have a long-term impact. In this summary, we’ll briefly outline the 6 principles to identifying and creating sticky ideas, and explain how to put it together to drive successful strategies.ĭo get our full book summary bundle or read the book for tons for powerful examples and specific tips on how to create sticky messages!Ī sticky idea is one that is understandable, memorable, and actually changes perspectives or behaviours.

Made to stick book review