Made to Stick: Why Some Ideas Survive and Others Die
Pay attention - Unexpected
Understand and remember it - Concrete
Agree/Believe - Credible
Care - Emotional
Summary: When marketing anything, keep these six concepts in mind if you want your message to shtick: Simple, Unexpected, Concrete, Credible, Emotional, Stories; yes, my friends, that spells SUCCESs. If it sounds like too much work, these two concepts also work: Free, Sex (noooo, that’s not in the book…but it works I tell you!).
Recommended? Si. It’s a quick, fun read full of interesting anecdotes and examples that make the book’s message more *concrete* (a-hem). If...more
The search for getting information into people's heads... a tough one, I'll admit. I've run across some GREAT examples (some of which are presented in this book), but could never really put my finger on a clear plan of action for duplicating the successes of the examples.
Well hello Heath Brothers - thank you for helping me FINALLY reach this goal.
Being as engrossed as I am in trying to help others s...more
Simple – Unexpected – Concrete – Contextual – Emotional – Stories
Step-by-directions, how to achieve stickiness
“Those are the six principles of successful ideas. To summarize, here’s our checklist for creating a successful idea: a Simple Unexpected Concrete Credentialed Emotional Story. A clever observer will note that this sentence can be compacted into the acronym SUCCESs. This is sheer coincidence, of course. (Okay, we admit, SUCCESs is a little corny. W...more
Written by brothers Chip and Dan Heath, one a professor of organizational behavior at Stanford, the other an education consultant and former researcher at Harvard Business School. They look at the key aspects of what makes some ideas and stories stick in people's minds. They boil things down to 6 key principles of simplicity that make things stick in people's memories.
Some of the c...more
The Amazon reviews of this book ascribe the authors' inspiration to Malcolm Gladwell's "The Tipping Point", a book I enjoyed immensely with the journeys into the human psyche - memory, emotion, decision, and behavior. I was sorely disappointed that I did not find any such parallels in "Made to Stick". Nonetheless, I think the author...more
The book is enormously worthwhile, and even has a reference guide in the back. But as an enticement, let me state the Six Principle...more
Totul se învârte în jurul metodologiei SUCCES. După ce au studiat multe studii de caz și idei ce au prins Dan și Chip au ajuns la concluzia că pentru ca o idee să prindă ea trebuie să fie:
SIMPLĂ – cu cât ideea e mai complexă cu atât e mai greu de reținut. De aceea e important să prioritizezi și să aleg...more
- convey the core of the idea (the most important thing by which other important ideas can be accurately extrapolated), which also needs to be compact
- use the unexpected (to get people's attention) and utilize mystery to hold people's interest (...more
Move over duct tape, the stickiness factor of this book is off the charts. Or, maybe that should be securely stuck to the charts.
What makes Chip and Dan Heath's book so irresistibly sticky? The same factors behind the other winning ideas they deconstruct in their book: it beautifully conveys its message with Simple, Unexpected, Concrete, Credible, Emotional Stories. [Note: their use of this SUCCESS acronym results in the long-lasting stickiness of the core content of the bo...more
What about proverbs like “A bird in hand is worth two in a bush” or what comes to your mind when you hear the phrase “Sour Grapes”?
What about John F. Kennedy’s Man on the Moon vision?
Why is it we remember Urban legends like the Kentucky Fried Rat, Coco Cola dissolving tooth, Kidney thieves or the fact that you can see the Great Wall of China from space?
Welcome to a book that is the cross breed betw...more
Why do some ideas succeed while others fail? In their book, you’ll learn what they discovered – the six key qualities of an idea that is made to stick:
1. Simplicity – How do you strip an idea to its core without turning it into a silly sound bite? The answer is finding the core intent. Core messages help people avoid bad choices by reminding them of what’s important. Coming up with a short, compact phrase is easy. On the other hand, coming up with a profound compact phrase is i...more
Good salespeople, advertisers, marketers, PR professionals, even managers wanting to motivate their employees and entrepreneurs needing to excite their investors can make good use o...more
The book begins by asking why urban legends are so pervasive, so sticky, to use the terminology of the book. Maybe yo...more
The (adorable!) Heath brothers (check out their nerdy-preppy hottitude on the back cover!) are Chip, a Stanford business professor, and Dan, an education and new media consultant...more
This is where this book comes in.
I hope they don't have a copyright on this, but the authors summarize this nicely: SUCCESS
Your idea should be Simple, and it should have an element of the Unexpected, and it should be Concrete and Credible, it should relate to Emotions, and it works better if...more
The book Made to Stick researched why some ideas are remembered, while others don't affect people the way they were intended. They created a formula for how to create ideas that are remembered and developed the SUCCESs acronym.
One of the most interesting components to me started on page 22, where it refers to an Israeli research team that created what they called six "templates" for creative and effec...more
There is nothing inherently wrong with this book. The ideas are coherent, presented well, and made relatively easy to digest (following the their own enunciated principle of the "p...more
“Made to Stick" is an interesting book on how to make ideas stick. Taking a page from Gladwell’s insightful book, “The Tipping Point” The Heath brothers, Chip and Dan identify traits that make ideas stick and others not. Making good use of interesting research and an engaging writing style helps the main ideas of this book “stick” to you. There are few stellar examples but what's here is good. This intriguing 291-page...more
This book is easy to read, insightful and even humorous at times, which I wouldn't expect in a book of this nature. The process of making ideas stick is applicable to any field of work. The basis for this book is derived around SUCCESs that breaks down to Simple, Unexpected, Concrete, Credentialed, Emotional, and Story. Broken down even furth...more
a. Find the “core” of your message
b. Write using the “lead” approach
c. Force prioritization – Don’t allow for uncertainty! (How do you do this when you offer choice?)
d. Groups – Feature Creep
e. Using schemes – think about non-church ones and use those!
a. Value in sequencing information
b. Use curiosity to your advantage
The tag-line, Why Some Ideas Survive and Others Die pretty well sums it up. The six principles, Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories (SUCCESs) give you a usable road-map to help make your ideas stick.
What’s great about this book:
The concept of The Curse of Knowledge captures how our minds work, and why we find it difficult to accept when others don’t receive our message. So often, we think we’ve delivered our messag...more
"Compactness alone isn't enough...Compact messages may be sticky, but that says nothing about their worth. We can imagine compact messages that are lies ("The earth is flat"), compact messages that are irrelevant ("Goats eat sprouts"), and compact m...more
Chip and Dan Heath__a Stanford professor and an education entrepreneur, respectively__attempt 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...more
Defying the famous '3' of McKinsey, Dan and Chip Chip says "if you say three things, you say nothing". The book is a collectio...more
He received his B.S. degree in Industrial Engineering from Texas A&M University and his Ph.D. in Psychology from Stanford.
He co-wrote a book titled Switch How to Change Things When Change Is Hard with his brother Dan Heath.
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* Only 37 percent said they have a clear understanding of what their organization is trying to achieve and why
* Only one in five was enthusiastic about their team's and their organization's goals
* Only one in five said they had a clear "line of sight" between their tasks and their team's and organization's goals
* Only 15 percent felt that their organization fully enables them to execute key goals
* Only 20 percent fully trusted the organization they work for
Then, Covey superimposes a very human metaphor over the statistics. He says, "If, say, a soccer team had these same scores, only 4 of the 11 players on the field would know which goal is theirs. Only 2 of the 11 would care. Only 2 of the 11 would know what position they play and know exactly what they are supposed to do. And all but 2 players would, in some way, be competing against their own team members rather than the opponent.”