Made to Stick by Chip Heath
Made to Stick is a book written by Chip and Dan Heath that examines the six traits that make ideas stick in our brains. The authors explore advertising campaigns, urban myths, and compelling stories to determine the six traits that make ideas stick.
These traits are –
- Simple
- Unexpected
- Concrete
- Credible
- Emotional
- Stories
The authors provide practical advice on how to make ideas more memorable and effective.
The book begins by discussing the importance of finding the core message of an idea and stripping it down to its simplest form. This is followed by a discussion of the unexpected implications of the core message and how to communicate it in a way that breaks the audience’s guessing machines.
The authors then discuss the emotional component of stickiness and how feelings inspire people to act. They also provide advice on how to find effective stories and the three major types of stories to look for.
The authors also discuss the importance of making the core message compact and profound so that it can be used to help people make decisions. Finally, they discuss the “curse of knowledge” and how it is the main enemy of being concrete.
Overall, Made to Stick provides readers with a comprehensive guide to making ideas more memorable and effective. It is an invaluable resource for anyone looking to spread their own ideas more easily among the right people.
What I Liked
This was a fascinating, easy to read, and easy to implement book. 5 stars.
What I Did Not Like
Nothing at all – must read.
