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(FOR ENTREPRENEURS) Made To Stick Book Review✅ Benjamin Jacques

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Made to Stick: Why Some Ideas Survive and Others Die Hardcover – January 2, 2007

by Chip Heath (Author), Dan Heath (Author)

4.6 5,087 ratings

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NEW YORK TIMES BESTSELLER • The instant classic about why some ideas thrive, why others die, and how to make your ideas stick.

“Anyone interested in influencing others—to buy, to vote, to learn, to diet, to give to charity or to start a revolution—can learn from this book.”—The Washington Post

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 news stories circulate effortlessly. Meanwhile, people with important ideas—entrepreneurs, teachers, politicians, and journalists—struggle to make them “stick.”

In Made to Stick, Chip and Dan 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. Along the way, 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.

Made to Stick will transform the way you communicate. 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.

Editorial Reviews

From Publishers Weekly

Starred Review. Unabashedly inspired by Malcolm Gladwell's bestselling The Tipping Point, the brothers Heath—Chip a professor at Stanford's business school, Dan a teacher and textbook publisher—offer an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"—that is, the art of making ideas unforgettable. They start by relating the gruesome urban legend about a man who succumbs to a barroom flirtation only to wake up in a tub of ice, victim of an organ-harvesting ring. What makes such stories memorable and ensures their spread around the globe? The authors credit six key principles: simplicity, unexpectedness, concreteness, credibility, emotions and stories. (The initial letters spell out "success"—well, almost.) They illustrate these principles with a host of stories, some familiar (Kennedy's stirring call to "land a man on the moon and return him safely to the earth" within a decade) and others very funny (Nora Ephron's anecdote of how her high school journalism teacher used a simple, embarrassing trick to teach her how not to "bury the lead"). Throughout the book, sidebars show how bland messages can be made intriguing. Fun to read and solidly researched, this book deserves a wide readership. (Jan. 16)
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From School Library Journal

Adult/High School—While at first glance this volume might resemble the latest in a series of trendy business advice books, ultimately it is about storytelling, and it is a how-to for crafting a compelling narrative. Employing a lighthearted tone, the Heaths apply those selfsame techniques to create an enjoyable read. They analyze such narratives as urban legends and advertisements to discover what makes them memorable. The authors provide a simple mnemonic to remember their stickiness formula, and the basic principles may be applied in any situation where persuasiveness is an asset. The book is a fast read peppered with exercises to test the techniques proposed. Some examples act as pop quizzes and engage readers in moments of self-reflection. The book draws on examples from teachers, scientists, and soldiers who have been successful at crafting memorable ideas, from the well-known blue eye/brown eye exercise conducted by an Iowa elementary school teacher as an experiential lesson in prejudice following the assassination of Martin Luther King, Jr., to conversations among Xerox repairmen. Readers who enjoyed Malcolm Gladwell's Blink (2005) and The Tipping Point (2000, both Little, Brown) will appreciate this clever take on contemporary culture.—Heidi Dolamore, San Mateo County Library, CA
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.

From Bookmarks Magazine

Chip and Dan Heatha Stanford professor and an education entrepreneur, respectivelyattempt to determine why one idea succeeds while another fails. What could have been a dry marketing textbook is, instead, a generally engaging narrative generously endowed with anecdotes and instructive sidebars. The Wall Street Journal expressed annoyance at the profusion of personal stories, while the Washington Post cited some problems with the overall framework. Overall, however, Made to Stick is a worthy addition to the spate of recent books that explain why we do the things we do and how this self-knowledge can be used more effectively. "Anyone interested in influencing othersto buy, to vote, to learn, to diet, to give to charity or to start a revolutioncan learn from this book" (Washington Post).
Copyright © 2004 Phillips & Nelson Media, Inc.

From Booklist

Based on a class at Stanford taught by one of the authors, this book profiles how some ideas "stick" in our minds while the majority fall by the wayside. Urban legends, conspiracy theories, and compelling advertising make up much of the intrinsically interesting examples that the Heaths profile that qualify for "stickiness." This book explores what makes social epidemics "epidemic" and, as the Heaths cite from Malcolm Gladwell's Tipping Point (2000), defines the secret recipe that makes an idea viral. The principles of stickiness are examined--an unexpected outcome, lots of concrete details that we remember, emotion, simplicity, and credibility--all packaged in an easily told story format. Taking these five stickiness attributes, the book offers numerous examples of how these properties make up the stories we are all familiar with--the urban legend about kidney theft and the razor blades supposedly lurking in Halloween candy. Exercises, checklists, and other tools are sprinkled throughout the book to help the reader understand and test how stickiness can be applied to their ideas, whether they are teachers, parents, or CEOs. Gail Whitcomb
Copyright © American Library Association. All rights reserved

Review

“Made to Stick summons plenty of brain science, social history, and behavioral psychology to explain what makes an idea winning and memorable—and the Heaths do the telling with beautiful clarity.”—The Christian Science Monitor

“Utterly compelling.”—Los Angeles Times

“Surprising and provocative.”—The New York Sun

“Savvy.”—People

“Fun to read and solidly researched.”—Publishers Weekly (starred review)

About the Author

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.

Excerpt. © Reprinted by permission. All rights reserved.

I I N T R O D U C T I O N

WHAT STICKS?

A friend of a friend of ours is a frequent business traveler. Let’s call him Dave. Dave was recently in Atlantic City for an important meeting with clients. Afterward, he had some time to kill before his flight, so he went to a local bar for a drink.
He’d just finished one drink when an attractive woman approached and asked if she could buy him another. He was surprised but flattered. Sure, he said. The woman walked to the bar and brought back two more drinks—one for her and one for him. He thanked her and took a sip. And that was the last thing he remembered.
Rather, that was the last thing he remembered until he woke up, disoriented, lying in a hotel bathtub, his body submerged in ice.
He looked around frantically, trying to figure out where he was and how he got there. Then he spotted the note: don’t move. call 911.
A cell phone rested on a small table beside the bathtub. He picked it up and called 911, his fingers numb and clumsy from the ice. The operator seemed oddly familiar with his situation. She said, “Sir, I want you to reach behind you, slowly and carefully. Is there a tube protruding from your lower back?”
Anxious, he felt around behind him. Sure enough, there was a tube.
The operator said, “Sir, don’t panic, but one of your kidneys has been harvested. There’s a ring of organ thieves operating in this city, and they got to you. Paramedics are on their way. Don’t move until they arrive.”

You’ve just read one of the most successful urban legends of the past fifteen years. The first clue is the classic urban-legend opening: “A friend of a friend . . .” Have you ever noticed that our friends’ friends have much more interesting lives than our friends themselves?
You’ve probably heard the Kidney Heist tale before. There are hundreds of versions in circulation, and all of them share a core of three elements: (1) the drugged drink, (2) the ice-filled bathtub, and (3) the kidney-theft punch line. One version features a married man who receives the drugged drink from a prostitute he has invited to his room in Las Vegas. It’s a morality play with kidneys.
Imagine that you closed the book right now, took an hourlong break, then called a friend and told the story, without rereading it. Chances are you could tell it almost perfectly. You might forget that the traveler was in Atlantic City for “an important meeting with clients”—who cares about that? But you’d remember all the important stuff.
The Kidney Heist is a story that sticks. We understand it, we remember it, and we can retell it later. And if we believe it’ s true, it might change our behavior permanently—at least in terms of accepting drinks from attractive strangers.
Contrast the Kidney Heist story with this passage, drawn from a paper distributed by a nonprofit organization. “Comprehensive community building naturally lends itself to a return-on-investment rationale that can be modeled, drawing on existing practice,” it begins, going on to argue that “[a] factor constraining the flow of resources to CCIs is that funders must often resort to targeting or categorical requirements in grant making to ensure accountability.”
Imagine that you closed the book right now and took an hourlong break. In fact, don’t even take a break; just call up a friend and retell that passage without rereading it. Good luck.
Is this a fair comparison—an urban legend to a cherry-picked bad passage? Of course not. But here’s where things get interesting: Think of our two examples as two poles on a spectrum of memorability. Which sounds closer to the communications you encounter at work? If you’re like most people, your workplace gravitates toward the nonprofit pole as though it were the North Star.
Maybe this is perfectly natural; some ideas are inherently interesting and some are inherently uninteresting. A gang of organ thieves—inherently interesting! Nonprofit financial strategy—inherently uninteresting! It’s the nature versus nurture debate applied to ideas: Are ideas born interesting or made interesting?
Well, this is a nurture book.
So how do we nurture our ideas so they’ll succeed in the world? Many of us struggle with how to communicate ideas effectively, how to get our ideas to make a difference. A biology teacher spends an hour explaining mitosis, and a week later only three kids remember what it is. A manager makes a speech unveiling a new strategy as the staffers nod their heads enthusiastically, and the next day the frontline employees are observed cheerfully implementing the old one.
Good ideas often have a hard time succeeding in the world. Yet the ridiculous Kidney Heist tale keeps circulating, with no resources whatsoever to support it.
Why? Is it simply because hijacked kidneys sell better than other topics? Or is it possible to make a true, worthwhile idea circulate as effectively as this false idea?

The Truth About Movie Popcorn

Art Silverman stared at a bag of movie popcorn. It looked out of place sitting on his desk. His office had long since filled up with fake-butter fumes. Silverman knew, because of his organization’ s research, that the popcorn on his desk was unhealthy. Shockingly unhealthy, in fact. His job was to figure out a way to communicate this message to the unsuspecting moviegoers of America.
Silverman worked for the Center for Science in the Public Interest (CSPI), a nonprofit group that educates the public about nutrition. The CSPI sent bags of movie popcorn from a dozen theaters in three major cities to a lab for nutritional analysis. The results surprised everyone.
The United States Department of Agriculture (USDA) recommends that a normal diet contain no more than 20 grams of saturated fat each day. According to the lab results, the typical bag of popcorn had 37 grams.
The culprit was coconut oil, which theaters used to pop their popcorn. Coconut oil had some big advantages over other oils. It gave the popcorn a nice, silky texture, and released a more pleasant and natural aroma than the alternative oils. Unfortunately, as the lab results showed, coconut oil was also brimming with saturated fat.
The single serving of popcorn on Silverman’s desk—a snack someone might scarf down between meals—had nearly two days’ worth of saturated fat. And those 37 grams of saturated fat were packed into a medium-sized serving of popcorn. No doubt a decentsized bucket could have cleared triple digits.
The challenge, Silverman realized, was that few people know what “37 grams of saturated fat” means. Most of us don’t memorize the USDA’s daily nutrition recommendations. Is 37 grams good or bad? And even if we have an intuition that it’s bad, we’d wonder if it was “bad bad” (like cigarettes) or “normal bad” (like a cookie or a milk shake).
Even the phrase “37 grams of saturated fat” by itself was enough to cause most people’s eyes to glaze over. “Saturated fat has zero appeal,” Silverman says. “It’s dry, it’s academic, who cares?”
Silverman could have created some kind of visual comparison— perhaps an advertisement comparing the amount of saturated fat in the popcorn with the USDA’ s recommended daily allowance. Think of a bar graph, with one of the bars stretching twice as high as the other.
But that was too scientific somehow. Too rational. The amount of fat in this popcorn was, in some sense, not rational. It was ludicrous. The CSPI needed a way to shape the message in a way that fully communicated this ludicrousness.
Silverman came up with a solution.

CSPI called a press conference on September 27, 1992. Here’s the message it presented: “A medium-sized ‘butter’ popcorn at a typical neighborhood movie theater contains more artery-clogging fat than a bacon-and-eggs breakfast, a Big Mac and fries for lunch, and a steak dinner with all the trimmings—combined!”
The folks at CSPI didn’t neglect the visuals—they laid out the full buffet of greasy food for the television cameras. An entire day’ s worth of unhealthy eating, displayed on a table. All that saturated fat— stuffed into a single bag of popcorn.
The story was an immediate sensation, featured on CBS, NBC, ABC, and CNN. It made the front pages of USA Today, the Los Angeles Times, and The Washington Post’s Style section. Leno and Letterman cracked jokes about fat-soaked popcorn, and headline writers trotted out some doozies: “Popcorn Gets an ‘R’ Rating,” “Lights, Action, Cholesterol!” “Theater Popcorn is Double Feature of Fat.”
The idea stuck. Moviegoers, repulsed by these findings, avoided popcorn in droves. Sales plunged. The service staff at movie houses grew accustomed to fielding questions about whether the popcorn was popped in the “bad” oil. Soon after, most of the nation’ s biggest theater chains—including United Artists, AMC, and Loews— announced that they would stop using coconut oil.

Product details

Publisher ‏ : ‎ Random House; First Edition (January 2, 2007)
Language ‏ : ‎ English
Hardcover ‏ : ‎ 336 pages
ISBN-10 ‏ : ‎ 1400064287
ISBN-13 ‏ : ‎ 978-1400064281
Item Weight ‏ : ‎ 2.31 pounds
Dimensions ‏ : ‎ 5.75 x 1.11 x 8.53 inches

Best Sellers Rank: #5,667 in Books (See Top 100 in Books)
- #2 in Communication Reference (Books)
- #15 in Systems & Planning
- #24 in Communication Skills

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4.6 5,087 ratings

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Chip Heath
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Chip Heath is a professor at Stanford Graduate School of Business, teaching courses on business strategy and organizations. He is the co-author (along with his brother, Dan) of three books. Their latest book, Decisive: How to Make Better Decisions in Life and Work was published in spring of 2013 and debuted at #1 on the Wall Street Journal bestseller list and #2 on the New York Times. Their 2010 book, Switch: How to Change Things When Change is Hard, hit #1 on both bestseller lists. Their first book, Made to Stick: Why Some Ideas Survive and Others Die, spent two years on the Business Week bestseller list and was an Amazon Top 10 Business Book for both editors and readers. Their books have been translated into over 30 languages including Thai, Arabic, and Lithuanian. Chip has consulted with clients ranging from Google and Gap to The Nature Conservancy and the American Heart Association.
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Dan Heath
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Dan Heath is the #1 New York Times bestselling coauthor/author of six books, including Reset, Made to Stick, Switch, and The Power of Moments. His books have sold over four million copies worldwide and been translated into thirty-five languages.
Dan also hosts the award-winning podcast What It’s Like to Be…, which explores what it’s like to walk in the shoes of people from different professions (a mystery novelist, a cattle rancher, a forensic accountant, and more). A graduate of the University of Texas at Austin and Harvard Business School, he lives in Durham, North Carolina.
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Customers find the book's insights useful and educational. They find it easy to read and understand, with a simple vocabulary and clear explanations of key principles. The story examples are engaging and relevant, providing valuable information on crafting stories that stick. The ideas are memorable and effective in changing thought or behavior. Overall, customers appreciate the good material and well-synthesized content.

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Insight Readability Ease of reading Story quality Stickiness Material quality Emotional appeal Entertainment value

452 customers mention "Insight"446 positive6 negative

Customers find the book's insights useful and educational. They appreciate the accessible ideas that hold great promise for thought leadership. The book explores how to make ideas stick, with practical advice. Readers consider it one of the most important management books you can own.

"...also presents a lot of stories to deliver and to help readers understand in each chapter, stories allow people to understand how your idea can..." Read more

"...story plots – the Challenge Plot, The Connection Plot, and the Creativity Plot. Stories can almost single-handedly defeat “The Curse of Knowledge.”..." Read more

""Made to Stick" is a useful book which explores how to make ideas more 'sticky' -- easier to accept and remember for people...." Read more

"...lessons in Made to Stick they hold great promise in yielding high impact in thought leadership, providing learning, and marketing effectively...." Read more

433 customers mention "Readability"411 positive22 negative

Customers find the book readable and understandable. They say it's an excellent reference for people who give training. The book helps make ideas memorable and impactful, making it an instant classic.

"...The book is even greater because the authors, Chip and Dan Heath, apply their SUCCESs theory onto practical situation to help readers understand..." Read more

"Brothers Chip and Dan Heath in their New York Time’s best-selling book, “Made to Stick,” explore the stickiness of an idea...." Read more

"...I decided to stick with 4 stars. Pretty good, especially for people who give training, are in marketing or in other ways need to make easy to..." Read more

"...This nicely reflected my underlying – but hitherto undeveloped – approach, enabling me to speak more authentically and forcefully, with greater..." Read more

291 customers mention "Ease of reading"272 positive19 negative

Customers find the book easy to read. They appreciate the simple vocabulary and clear explanations of key principles. The main points are conveyed clearly, with enough fresh material. Readers say the book improves writing and communication styles. They appreciate the context provided for clarity and understanding, examples, and tools to guide.

"...is a great reference to keep you on succeeding the efficient deliverability of your ideas. Chapter summary Chapter1: Simple..." Read more

"...chapter is devoted to each principle with the authors providing context for clarity and understanding, examples, and tools to guide the development..." Read more

"...The authors provide boatloads of examples of different messages and explain why some of these work and why some of these don't work and also give..." Read more

"...But I will say that the power of the book’s ideas combined with its clear, readable and lively presentation..." Read more

137 customers mention "Story quality"129 positive8 negative

Customers find the story examples engaging and valuable. They appreciate the information on crafting stories that stick, with three basic plots - the Challenge, The Opportunity, and the Sticky Plot. Readers mention it's an easy, relevant read with real-world examples where an idea or product has either taken off or fallen flat. The book is described as simple, unexpected, concrete, credentialed, and emotional.

"...Like the book, Made to Stick, also presents a lot of stories to deliver and to help readers understand in each chapter, stories allow people to..." Read more

"...The Healths provide what they view are the three basic story plots – the Challenge Plot, The Connection Plot, and the Creativity Plot...." Read more

"...Each of the above chapters contains dozens of stories, examples of good and bad messages, and tips on how to improve them...." Read more

"...It is, quite simply, one of the best non-fiction books I have ever read – definitely in my top five, possibly top three...." Read more

96 customers mention "Stickiness"89 positive7 negative

Customers find the book's ideas understandable, memorable, and effective. They say it provides useful insights and a blueprint for communication. The book is described as an enjoyable read that provides useful insights into making key messages stick.

"...Like the book, Made to Stick, also presents a lot of stories to deliver and to help readers understand in each chapter, stories allow people to..." Read more

"...Sticky” ideas are understandable, memorable, and effective in changing thought or behavior...." Read more

"...All in all, I enjoyed reading Made to Stick. It was well written and I'll remember a lot of stories from the book as they were pretty... sticky...." Read more

"I don’t usually write reviews of books, even good ones, but Made to Stick is so good I feel the need to make an exception...." Read more

52 customers mention "Material quality"52 positive0 negative

Customers find the book's material engaging and well-researched. They appreciate the strong anecdotes and well-organized examples. The book is described as a good used copy with fast shipping.

"...According to the book, your ideas must simple, unexpected, concrete, credible, emotional, and stories...." Read more

"...Stories play a key role in making ideas sticky - they’re concrete, credible and more memorable than straight facts: ‘facts tell, stories sell’...." Read more

"...4. Credibility..." Read more

"...--Concrete: Compared to the aforementioned aspects, concreteness is easier to carry out...." Read more

34 customers mention "Emotional appeal"34 positive0 negative

Customers find the book engaging with its emotional impact. They say it draws them in and holds their attention, making them care about the content. The stories resonate with readers and make them memorable, allowing them to move them to take action.

"...to the book, your ideas must simple, unexpected, concrete, credible, emotional, and stories. Try to apply these rules into your next presentation...." Read more

"...to speak more authentically and forcefully, with greater resonance for my readership and clients...." Read more

"...and it has helped tremendously in my presentation skill and audience engagement. I would highly recommend if you want to be a more impactful speaker." Read more

"...5. Incite Emotions in Listeners..." Read more

33 customers mention "Entertainment value"33 positive0 negative

Customers find the book entertaining, with simple language and real-life examples. They enjoy the humorous stories and poetry collection. The book is engaging and easy to read, with a novel tone.

"...It's filled with entertaining real-life examples, applicable research and quick interactive "try it yourself" exercises that keep you turning the..." Read more

"...The book is an easy-to-absorb reading and entertaining at the same time. The premise of the book is that we can learn to create sticky ideas...." Read more

"This is an amazing book. Not only is it easy to read, convincing, and enjoyable, it focuses on an incredibly important topic for todays society:..." Read more

"...On the positive side this makes it highly readable and entertaining...." Read more

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Sung Hong
SUCCESs to your sticky idea
Reviewed in the United States on October 10, 2011
Verified Purchase

The SUCCESs. Not the word that counts its literal meaning, but that invisible, intangible theory where we are able to express, deliver, and stick ideas to others. In this revealing book, you will be introduced to the six ingredients designed specifically to make ideas sticky, and let me deliver what I caught from this eye-opening book.

Others may experience over time they develop habits that slowly erode their mind's sensitivity. The inevitable pain and disappointment of moments such as delivering your ideas at a business meeting or a conference have caused you to set up walls around your mind. Much of this is understandable. But, there's no way around the truth: your mind is out of tune with confidence it was created to maintain. As we live in community, communication is the way for us to feel the unity. The book is even greater because the authors, Chip and Dan Heath, apply their SUCCESs theory onto practical situation to help readers understand more clearly. Without the SUCCESs rule, some kinds of communications might ease our conscience temporarily but would do nothing to expose the deeper secrets we carry and deliver. And, it might be the secrets that keep our minds in turmoil. Worse, this kind of communication could actually fuel destructive behavior rather than curb it. The rules the authors explain in this book might seem the things you would feel that you already know. But, these are the things you could easily ignore. The book is a great reference to keep you on succeeding the efficient deliverability of your ideas.

Chapter summary
Chapter1: Simple
When you needed to deliver your message in a brief and compact way, how would you prepare to deliver it to your audiences or readers? Simplicity is the key and first step to make a message sticky to others. Making it simple does not mean that you need to bring out your most important idea. It is critical to find the core. According to the authors, "finding the core isn't synonymous with communicating the core." But, that simplicity must come with its value. Like the metaphor of a company for the employees to be encouraged, your message needs to be simple and important to make your message remain not just in your mind but others as well.

Chapter2: Unexpected
"We can't demand attention. We must attract it" says the authors in the book. In order to grab people's attention, your message may be attractive with unexpectedness. Breaking a pattern could be one way. For example, the old emergency siren was too monotonic to stimulate our sensory systems and therefore failing to attract our attention. As the siren gets systematically and audibly improved, people hear much brighter and more stimulating sound and therefore being aware of some situation. In order to catch people's attention, you need to break the ordinary patterns. According to the book, "Our brain is designed to keenly aware of changes." The more you learn knowledge, the greater the knowledge gap you would get. Because we sometimes tend to perceive that we know everything, it's hard to glue the gap. However, curiosity comes from the knowledge gaps, so these knowledge gaps can be interesting.
Chapter3: Concrete
Humans can hallucinate and imagine what we've experienced in visual, audible, or any other sensory pathways. When we use all our sensory systems to visualize ideas or messages, then the ideas get much more concrete. As an example the authors provide in this chapter, "a bathtub full of ice" in the Kidney Theft legend is an example of abstract moral truths that makes it concrete.

Chapter4: Credible
When you are a scientist, you believe more in the things that are scientifically proven or that are referred to many other studies or to the words or the theories that the well-known scientist has established. That much, credibility makes or deceives people believe your ideas. Both authorities and antiauthorities work. We present results, charts, statistics, pictures and other data to make people believe. "But concrete details don't just lend credibility to the authorities who provide them; they lend credibility to the idea itself."

Chapter5: Emotional
What's in it for you? It is a good example of the power of association. Sometimes, we need to grab people's emotion. It does not mean tear jerking, dramatic, or romantic. It means that your idea must pull out people's care and attachment to it. However, we don't always have to create this emotional attachment. "In fact, many ideas use a sort of piggybacking strategy, associating themselves with emotions that already exist (Made to Stick)." People can make decisions based on two models: the consequence model and the identity model. The consequence model can be rational self-interest, while the identity model is that people identify such situations like what type of situation is this?

Chapter6: Stories
Have you seen and heard the story of the college student from the Subway campaign? He's the guy who lost hundreds of pounds eating Subway sandwiches. The story inspires people and even connects to people's real life. Like the book, Made to Stick, also presents a lot of stories to deliver and to help readers understand in each chapter, stories allow people to understand how your idea can affect or change their mind.

Close the book and think for a moment before you start reading. How are things with your mind? Chances are, you've never stopped to consider your mind. Why should you? There are interviews to prepare for, meetings to blow others' mind with your amazing ideas, and moments you need to bring up emotional attachment with your family or your friends. If you are all caught up with these things and ask yourself this, "how are things?" "How have I dealt with those situations?" Before you go reading, you first need to dispel a commonly held myth about communication. You need to understand your old habits would die hard. And, like any habit that goes unchecked, over time they come to keep disturbing you to make your ideas sticky. Try to use the clinic part in each chapter. It will enhance your understandings, and you will improve your skills to make your ideas survive. If you really want to understand much deeper, as you read the book, look up some informative articles about the anatomy and physiology of the brain. It will help you. According to the book, your ideas must simple, unexpected, concrete, credible, emotional, and stories. Try to apply these rules into your next presentation. I was not a good organized speaker. When I adjusted my mind with these rules to prepare my presentation recently, an amazing thing happened. I am the leader of the young adult ministry of a small local church. At almost every meeting, I needed to make the members understand what and why we need to awaken ourselves and other people; they barely paid attention to what I was saying. Even they seemed understanding, but once they returned to their home or to their life, they forgot what I emphasized. However, with the rules I learned from the book, the members started showing their interests in what I say and paying good attention to it. It works!

Part of our confusion in delivering ideas stems from a misapplication of the rules we think we already know for persuasions. The notion that all confusions can be reduced down to a single underlying problem may strike you as a case of oversimplification. However, with the book, Made to Stick, you will track and be ready for your next presentation. When I was looking for a neuroscience book, Made to Stick was one of the recommended books related to neuroscience. The book is easy to follow, and it is really made to stick! If you are looking for a scientifically texted neuroscience book, this is not the book for you. However, this book will stir up your curiosity about neuroscience as a fundamental connector to higher neural knowledge. Simply, highly I recommend.

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Thomas M. Loarie
Do Your Ideas Gain Traction and “Stick” or Are They Cast Aside?
Reviewed in the United States on August 20, 2016
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Brothers Chip and Dan Heath in their New York Time’s best-selling book, “Made to Stick,” explore the stickiness of an idea. Those of us who spend time in the start-up world marvel at why one idea gains traction and other, seemingly better ideas, fall to wayside. The Heath brothers provide insights on this phenomenon and provide help for those bent on creating ideas that are “sticky.”

“Sticky” ideas are understandable, memorable, and effective in changing thought or behavior. The six underlying SUCCESs principles for making things “stick” are:

• Simplicity – Simple=core+compact. Find and share your core idea; make it simple and profound. “It’s the economy, stupid” (Clinton campaign, 1992) is a great example. The inverted pyramid approach which is used in journalism is a good tool to get your headline.
• Unexpectedness - We need to violate people’s expectations to get them to pay attention. Break existing patterns to get people’s attention. Southwest flight attendants use humor (there are two doors on either side if you need to jump!) to hold attention when giving the pre-flight safety announcement. Humans adapt incredibly quickly to patterns. Consistent sensory stimulation makes us tune out.
• Concreteness – You must help people understand and remember. Don’t use abstractions. Make your core idea concrete. Use common knowledge to make your idea stick. Our greatest villain is the Curse of Knowledge or when we assume everyone knows what we know or shares our unique perspective. We have to see it from the “others” point of view. We forget what other people do not know and slip into “abstractspeak.” Boeing’s criteria for a new plane was not “the best passenger plane in the world” but one that can seat 131 passengers and land on Runway 2-22 at LaGuardia. No ambiguity here.
• Credibility – Help people believe by making sure your idea carries its own credentials. Pass the “Sinatra Test.” Examples offered include “Where’s the Beef?” and Reagan’s “Are you better off today?” Both were credible and resonated as they were based on common shared knowledge.
• Emotional– Make people care by using the power of association, appealing to self-interest, or identity. “People donate to Rokia more than a wide swath of Africa”; “Honoring the Game” versus the use of the word ‘sportsmanship’; “I’m in charge of morale” as stated by a US military cook in Iraq. We must make people feel something to get them to care. We are wired to feel things, not abstractions.
• Stories – Stories get people to act on our ideas. Stories act as a kind of mental flight simulator, preparing us to respond more quickly and effectively. Stories are told and retold because they contain wisdom. The Healths provide what they view are the three basic story plots – the Challenge Plot, The Connection Plot, and the Creativity Plot. Stories can almost single-handedly defeat “The Curse of Knowledge.” I have been involved in a ministry for people in career-transition for over fifteen years. We consistently advise those in-transitions to create stories to highlight their skills and experience when interviewing. It is well understood that interviewers will mostly remember your comportment and more importantly, your stories.

A chapter is devoted to each principle with the authors providing context for clarity and understanding, examples, and tools to guide the development of a “sticky” idea.

The Curse of Knowledge is what escapes most when trying to pitch an idea. It is the natural psychological tendency that consistently gets in the way of our ability to successfully create “sticky ideas” using these principles. Once we know something, we find it hard to imagine what it was like not to know. This knowledge has “cursed” us and makes it difficult to share our knowledge with others. It is because we cannot readily re-create our listeners state of mind. When a CEO discusses “unlocking shareholder value,” there is a tune playing in his head that the employees can’t hear. On the other hand, President John F. Kennedy knew that opaque, abstract missions don’t captivate and inspire people so he concretely challenged the country with “landing on the moon by the end of the decade.”

Throughout the book, the authors present “Idea Clinics” which illustrate how an idea can be made stickier. Example: ”Do smokers really need to understand the workings of the lungs in order to appreciate the dangers of smoking?”

The book itself is “sticky’ filled with stories of normal people facing normal problems who did an amazing thing simply by applying these principles, even if they were not aware that they were doing this. They distinguish themselves by crafting ideas that made a difference.

Do your ideas gain traction and “Stick” or are they cast aside for less important ideas? “Made to Stick” was written for you.

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Isaac González Elizarrarás
Un super libro
Reviewed in Mexico on February 19, 2024
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Me encantó, desde la introducción hasta el final, realmente te atrapa

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Steen Jakobsen
Loose pages
Reviewed in the United Arab Emirates on July 30, 2024
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The pages are loose and are falling out the first time I open the book

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Giovanna Canu
soddisfatta
Reviewed in Italy on December 26, 2023
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Libro molto interessante

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Familia S-R E
Fantástico
Reviewed in Spain on November 16, 2022
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Muy buen libro sobre comunicación eficaz con ejemplos y casos prácticos en los que se "reparan" textos para que resulten de mayor impacto.

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Thomas Klein Middelink
Sticky
Reviewed in the Netherlands on November 2, 2019
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This book will stick!
Great examples to make the six key qualities of an idea that sticks, stickier.
Also very suitable for re-reading over and over.

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Do Your Ideas Gain Traction and “Stick” or Are They Cast Aside?

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