Made to Stick: Why Some Ideas Survive and Others Die by Dan Heath, Chip Heath

Made to Stick: Why Some Ideas Survive and Others Die, by Dan Heath, is an insightful and practical guide to understanding how ideas spread and build social momentum. Through vivid stories and compelling research, Heath reveals the common denominators of successful “sticky” ideas and how to apply them to your own messaging.

Good ideas don’t always prevail — especially in today’s world, where attention spans are short and competition is fierce. Heath emphasizes the need to distinguish between communicating concepts and actual sharing. To make an idea “stick” — meaning, to be acted on — it needs to “go the extra mile,” filling in the missing pieces of understanding that people have to have in order to act.

The first part of the book explains Heath’s “sticky ideas” framework: six principles for getting people to remember and act on ideas. The research-backed approach is based on the psychology of how people both think and feel about information. The core lesson is that ideas need to be simple, unexpected, concrete, and credible. Any idea that lacks these qualities will fade fast.

Heath moves on to highlight techniques for crafting sticky ideas and messages. This includes techniques such as using the right story to make ideas more emotionally resonant and forging unexpected connections to make ideas more memorable. He also emphasizes the importance of thorough testing and feedback before launching a message.

The second part of the book focuses on the power of context in shaping “sticky” ideas. Heath illustrates this principle with a compelling thought experiment. Suppose that an appraiser visits a garage where two cars are parked: one is a jalopy, the other is a Rolls-Royce. It would be silly to think that the two cars have the same value simply because they inhabit the same space. Similarly, Heath emphasizes that ideas need to be placed in the right context in order for them to gain traction.

Heath presents a final skill for creating sticky ideas: counterintuitive thought. He argues that to generate a new solution to a problem, you have to think outside the box and embrace seemingly “weird” ideas. He then discusses how to combine counterintuitive thought with “timeliness” and “persuasion” to create an unstoppable message.

The epilogue wraps up the book with a series of anecdotes and research that suggest that the most successful people often break the rules and think differently, while the unsuccessful people stick to conventions.

Overall, Made to Stick: Why Some Ideas Survive and Others Die is an essential read for anyone looking to craft effective and lasting messages. Heath’s book offers practical advice on how to make ideas “stick” and ensure they get the attention they deserve. The book is comprehensive, yet succinct, and provides insight into the key components of successful messaging.