Summary
"Made to Stick" by Chip Heath is a book that aims to help readers understand what makes ideas "sticky" or memorable in the minds of people. The book uses real-life examples, anecdotes, and research to explain why some ideas stick and others don't.
The book is divided into six chapters, each of which focuses on a different aspect of making ideas stick. The first chapter introduces the concept of stickiness and why it matters, while the second chapter explains the importance of simplicity in creating sticky ideas. The third chapter discusses the role of concrete imagery, and the fourth chapter explores how to make an idea credible.
The fifth chapter focuses on emotions and why they play a crucial role in making an idea stick, while the final chapter provides a framework for putting all these ideas together. Throughout the book, the authors use a variety of case studies and examples to illustrate their points, including stories about public health campaigns, advertising, and political messaging.
The overall premise of the book is that anyone can create sticky ideas if they understand the principles behind why some ideas work better than others. By following the framework outlined in the book, readers can learn to create ideas that are simple, concrete, and emotionally resonant, and therefore more likely to stay in people's minds.
The book is divided into six chapters, each of which focuses on a different aspect of making ideas stick. The first chapter introduces the concept of stickiness and why it matters, while the second chapter explains the importance of simplicity in creating sticky ideas. The third chapter discusses the role of concrete imagery, and the fourth chapter explores how to make an idea credible.
The fifth chapter focuses on emotions and why they play a crucial role in making an idea stick, while the final chapter provides a framework for putting all these ideas together. Throughout the book, the authors use a variety of case studies and examples to illustrate their points, including stories about public health campaigns, advertising, and political messaging.
The overall premise of the book is that anyone can create sticky ideas if they understand the principles behind why some ideas work better than others. By following the framework outlined in the book, readers can learn to create ideas that are simple, concrete, and emotionally resonant, and therefore more likely to stay in people's minds.
Key ideas
1. The SUCCESs Model: The book introduces the SUCCESs model, an acronym that describes six key principles of successful communication: Simple, Unexpected, Concrete, Credible, Emotional, and Storytelling. The idea is that messages that embody these principles will stick in people's minds and be more likely to be remembered and acted upon. For example, the book talks about the famous "KISS" principle (Keep It Simple, Stupid), which is a great example of the "Simple" part of the SUCCESs model.
2. The Curse of Knowledge: The authors talk about the "curse of knowledge," which is the tendency for people who are knowledgeable about a subject to assume that their audience knows as much as they do. This can lead to confusion and lack of engagement. The book provides several examples of how to avoid the curse of knowledge, such as using clear and simple language that everyone can understand.
3. The Power of Concrete Language: The book emphasizes the importance of using concrete, tangible language to make messages stick. By using concrete examples and details, ideas become more vivid and memorable. For example, the book describes a campaign to reduce littering by using an image of a single cigarette butt on a clean sidewalk, which made the problem feel more real and urgent.
4. The Importance of Emotional Appeal: The authors argue that messages that appeal to people's emotions are more likely to stick than those that appeal only to reason. They provide examples of successful emotional appeals, such as the "Got Milk?" campaign, which used humor and nostalgia to encourage people to drink more milk.
5. The Power of Simple Stories: The book emphasizes the power of storytelling to make messages stick in people's minds. By using a simple, memorable story to convey an idea, messages become more compelling and memorable. For example, the book describes a campaign to promote CPR training that used a simple, memorable story about a boy who saved his friend's life by performing CPR.
6. The Importance of Testing and Feedback: Finally, the authors emphasize the importance of testing and feedback in making messages stick. By testing different versions of a message and using feedback to refine it, communicators can ensure that their message is clear, concise, and compelling. The book describes several examples of successful campaigns that used testing and feedback to improve their messages.
2. The Curse of Knowledge: The authors talk about the "curse of knowledge," which is the tendency for people who are knowledgeable about a subject to assume that their audience knows as much as they do. This can lead to confusion and lack of engagement. The book provides several examples of how to avoid the curse of knowledge, such as using clear and simple language that everyone can understand.
3. The Power of Concrete Language: The book emphasizes the importance of using concrete, tangible language to make messages stick. By using concrete examples and details, ideas become more vivid and memorable. For example, the book describes a campaign to reduce littering by using an image of a single cigarette butt on a clean sidewalk, which made the problem feel more real and urgent.
4. The Importance of Emotional Appeal: The authors argue that messages that appeal to people's emotions are more likely to stick than those that appeal only to reason. They provide examples of successful emotional appeals, such as the "Got Milk?" campaign, which used humor and nostalgia to encourage people to drink more milk.
5. The Power of Simple Stories: The book emphasizes the power of storytelling to make messages stick in people's minds. By using a simple, memorable story to convey an idea, messages become more compelling and memorable. For example, the book describes a campaign to promote CPR training that used a simple, memorable story about a boy who saved his friend's life by performing CPR.
6. The Importance of Testing and Feedback: Finally, the authors emphasize the importance of testing and feedback in making messages stick. By testing different versions of a message and using feedback to refine it, communicators can ensure that their message is clear, concise, and compelling. The book describes several examples of successful campaigns that used testing and feedback to improve their messages.
Quotes
1. "To communicate an idea effectively, you must violate some audience expectations and be understood."
2. "The most basic way to get someone's attention is this: Break a pattern."
3. "By offering something surprising, you instantly create a gap in the reader's knowledge which you then fill with your message."
4. "The curse of knowledge is the single best explanation of why good people write bad prose."
5. "The most successful ideas are sticky because they are unexpected, concrete, emotional, and tell a story."
6. "The most important thing in communication is hearing what isn't said."
7. "To make an idea or a product stick, it has to carry its own story."
8. "The only way to make an idea stick is to make it understandable, memorable, and emotional."
9. "If you can't explain it simply, you don't understand it well enough."
10. "The key to effective communication is to stay focused on the core message and not get bogged down in details."
2. "The most basic way to get someone's attention is this: Break a pattern."
3. "By offering something surprising, you instantly create a gap in the reader's knowledge which you then fill with your message."
4. "The curse of knowledge is the single best explanation of why good people write bad prose."
5. "The most successful ideas are sticky because they are unexpected, concrete, emotional, and tell a story."
6. "The most important thing in communication is hearing what isn't said."
7. "To make an idea or a product stick, it has to carry its own story."
8. "The only way to make an idea stick is to make it understandable, memorable, and emotional."
9. "If you can't explain it simply, you don't understand it well enough."
10. "The key to effective communication is to stay focused on the core message and not get bogged down in details."
Action items
1. Simplify your message: The book emphasizes the importance of simplifying your message to make it more memorable and effective. This means finding the core of your message and stripping away any unnecessary complexity.
2. Focus on the core message: Once you have simplified your message, focus on the core message that you want your audience to remember. This could be a key feature, benefit, or emotion that you want to convey.
3. Communicate with concrete examples: The book highlights the importance of using concrete examples to make your message more memorable and relatable. This means using vivid, real-world examples to illustrate your message.
4. Use stories to connect with your audience: The book emphasizes the power of storytelling to connect with your audience. This means creating a narrative that helps your audience connect with your message on a personal level.
5. Make your message unexpected: The book encourages readers to make their message unexpected in order to grab their audience's attention and make their message more interesting and memorable.
6. Use emotion to connect with your audience: The book highlights the importance of using emotion to create a strong connection with your audience. This means tapping into their fears, hopes, and desires to create a message that resonates.
7. Provide a clear call to action: Finally, the book encourages readers to provide a clear call to action to motivate their audience to take action. This means clearly communicating what you want your audience to do and providing a clear next step for them to take.
2. Focus on the core message: Once you have simplified your message, focus on the core message that you want your audience to remember. This could be a key feature, benefit, or emotion that you want to convey.
3. Communicate with concrete examples: The book highlights the importance of using concrete examples to make your message more memorable and relatable. This means using vivid, real-world examples to illustrate your message.
4. Use stories to connect with your audience: The book emphasizes the power of storytelling to connect with your audience. This means creating a narrative that helps your audience connect with your message on a personal level.
5. Make your message unexpected: The book encourages readers to make their message unexpected in order to grab their audience's attention and make their message more interesting and memorable.
6. Use emotion to connect with your audience: The book highlights the importance of using emotion to create a strong connection with your audience. This means tapping into their fears, hopes, and desires to create a message that resonates.
7. Provide a clear call to action: Finally, the book encourages readers to provide a clear call to action to motivate their audience to take action. This means clearly communicating what you want your audience to do and providing a clear next step for them to take.