Made to Stick Why Some Ideas Survive

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Made to StickWhy Some Ideas Survive Others
Die

• Chip Heath
• Dan Heath

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What is Sticky?

• Understandable
• Memorable
• Effective in Changing Thought or Behavior(The
  villain The curse of knowledge)

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Six Principles of Sticky Ideas

• Simplicity
• Unexpectedness
• Concreteness
• Credibility
• Emotional
• Stories

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SUCCESs Helps People to

• Pay Attention
• Understand Remember
• Believe Agree
• Care
• Act

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Principle 1 - Simplicity

• Find the Core
• Share the Core

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Finding the Core

• Determine the single most important thing
• The pain of decision paralysis
• Relentless prioritization

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Sharing the Core

• Simple Core Compact
• Using whats already there
• Create a high concept pitch
• Use a generative analogy

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Principle 2 - Unexpectedness

• Get Attention Surprise
• Hold Attention - Interest

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Getting Attention

• Breaking patterns
• Pause to collect information
• Avoid gimmicky surprise

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Holding Attention

• Create a mystery
• Highlight a knowledge gap
• Hold long-term interest

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Principle 3 - Concreteness

• Help People Understand Remember
• Help People Coordinate

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Helping People Understand

• Write with the concreteness of a fable
• Make abstraction concrete
• Put people into the story
• Use the Velcro theory of memory

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Helping People Coordinate

• Find common ground
• Set common goals in tangible terms
• Make it real
• Create a turf where people can bring their
  knowledge to bear

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Principle 4 - Credibility

• Help People Believe
• External Credibility
• Internal Credibility

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Internal Credibility

• Use convincing details
• Make statistics accessible
• Pass the Sinatra test
• Use testable credentials

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Principle 5 - Emotional

• Make People Care
• Use the Power of Association
• Appeal to Self-Interest
• Appeal to Identity

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Making People Care

• The Mother Teresa principle
• Using truth campaigns

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Using the Power of Association

• The diluted meaning of relativity
• Why unique isnt unique anymore
• Transforming sportsmanship into honoring the
  game

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Self-Interest Identity

• Avoid Maslows basement
• Making decisions based on reality
• Dont assume that others care at the same level
  that you do

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Principle 6 - Stories

• Get People to Act
• Stories as Simulation
• Stories as Inspiration

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Using Stories

• Simulating problems to solve them
• Spotting inspirational stories
• Look for challenge, connection, creativity

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Using What Sticks

• Good speaking skills arent necessarily good
  sticking skills
• Simple helps at many stages it tells you what to
  say
• Normal people in normal situations can make a
  profound difference with sticky ideas