Made to Stick: Why Some Ideas Survive and Others Die
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Made to Stick: Why Some Ideas Survive and Others Die

3.96 of 5 stars 3.96  ·  rating details  ·  25,780 ratings  ·  1,347 reviews
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 public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”

Why...more
Hardcover, 291 pages
Published January 2nd 2007 by Random House (first published December 18th 2006)
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Trevor
I came upon this book in a convoluted fashion. It was nearly recommended to me in a round about sort of way by Richard, a GoodReads friend, when he pointed to a review of Blink by someone else on GoodReads who is some sort of expert in the field (although, I have to admit I’m still not totally sure which field that is). The expert felt Gladwell was a little too simplistic. I enjoyed Gladwell’s books very much and so was keen to see what made them seem too simplistic to someone ‘in the field’ and...more
Sundeep
Feb 03, 2008 Sundeep rated it 4 of 5 stars
Recommended to Sundeep by: kareem
from my blog, thesunrising.com

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
Lili Manolache
The book "Made to Stick: Why Some Ideas Survive and Others Die" by Chip Heath and Dan Heath Chow, is about how to make your ideas memorable; be it promoting a product / project, being a professional, forwarding a company's strategy or lessons to students. Everything revolves around the SUCCESS methodology. For an idea to stick, for it to be useful and lasting, it's got to make the audience:

Pay attention - Unexpected
Understand and remember it - Concrete
Agree/Believe - Credible
Care - Emotional
Be a...more
Mark Dickson
Perhaps it was because this book came highly recommended from a reliable source, but I was greatly disappointed. This book was a redundant snooze. The ultimate test, I suppose, is whether the ideas from this book do, in fact, stick. It suffices to say that "enjoyability" is NOT on the list of what makes an idea stick.

It's quite clear that the authors are doing their utmost to follow their own advice. That this makes the book almost unreadably repetitive is possibly an argument against the book'...more
Anya
When I have enough money to buy books again, I'm planning to build a marketing and communications library. It will consist of three books: "The Tipping Point" by Malcolm Gladwell, "Influence" by Robert Cialdini, and this book, which is maybe the one of the three that knocked me on my butt most often as I was reading it.

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
Farnoosh Brock
A stretch for a 4 star but it was a reasonably good attempt at teaching us why some ideas stick. It just lacked the details and practical depth I was hoping to learn.

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
Kevan
Update #2: Yep. Still recommending it. I

Update #1, at the halfway point: five stars already.

I want to read this book twice, at least. This will directly change how I write, present, think, create and make things. I know I need to keep experimenting to make my communication more memorable, more meaningful, and I'll be playing with many of the techniques described here.

A few key points that I want to experiment with in my own work:

"If you've asked somebody to remember three things, you've asked...more
Dave
As a writer and speaker, I love stories. I love to tell them, to write them, and I love to read them. I also like to read about stories, what makes them work, how they excite our imagination, how we use them to enrich our communications. Made To Stick: Why Some Ideas Survive And Others Die is about all that and 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
James
Some business books are written to promote consulting gigs. This is one such book. You can usually tell when the summary chapter just takes the table of contents and re-arranges it a little. I picked this up because one of the authors is the founder of an innovative website used extensively by my kids---Thinkwell.com.

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
Mike
This was the first audiobook I have ever listened to in its entirity, and I listened to it in my car while commuting to/from work for the last two weeks. First, I had to admit, I had a very hard time getting used to *listening* to a book. I also found my self rewinding and listening to parts again, not because I was interested in what was being said, but mostly because I was busy driving and missed what was being said. I'm going to try another few audiobooks before I give up, but I'm not sure no...more
Douglas Knupp
Mar 30, 2008 Douglas Knupp rated it 5 of 5 stars
Recommends it for: Anyone whi is in the business of communicating ideas in a way that they will be remembered
MADE TO STICK – Chip and Dan Heath
SUCCES
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
Loy Machedo
Remember the subway advertisement? The guy who lost over 200 pounds eating only the vegetarian sub?

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
Jane
Let's assume that since I get invited back to keynote at the same conferences, I'm a more-than-decent speaker. And, that since a couple of the books I've written are bestsellers, I must make them interesting to readers. Why mention this? Because my copy of Made to Stick is filled with sticky notes that are covered with ideas for upcoming speeches and writings. This book motivates application of the ideas it contains.

Yes, I've used several of the core techniques described in the book for years--...more
Steve
If you are a business person, teacher, or just someone trying to get your idea across, this is a great book to read!

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
Jenn
Dec 29, 2010 Jenn added it
Shelves: eastlake
Key Questions: How do you create the SUCCESS criteria for Groups? At EastLake they are the “catch all” for all the ministries and programs we don’t run!
1. Simple:
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!
2. Unexpected:
a. Value in sequencing information
b. Use curiosity to your advantage
3....more
Christine Nolfi
Chock-full of fascinating ways to ensure your ideas do stick. A great marketing tool and so much more. I wish I'd read this book when my kids were teenagers. Many of the lessons on making ideas memorable can also aid parents.
Andreas Ernst
The basic concept outlined in this book is helpful and I loved the very beginning with its surprising twist. After a couple of chapters however I think the books looses a bit of spicyness.
Chad Warner
May 01, 2014 Chad Warner rated it 4 of 5 stars  ·  review of another edition
Recommended to Chad by: Daniel Pink
An informative and entertaining guide to making ideas “sticky” (interesting and memorable). It presents six principles and explains them with plenty of specific examples and comparisons of “sticky” and “non-sticky” ideas. Its lessons are applicable whether your ideas will be used in marketing and advertising a business or in spreading the mission of a nonprofit.

One of the themes of the book is overcoming the “curse of knowledge,” which is when you’re so familiar with your mission/product/service...more
Gayle
Chip and Dan Heath are really on to something here. Why can we all remember the somebody-stole-your-kidneys story, but not how mitosis works? The Heath brothers have pooled their expertises (organizational behavior and education consulting) to show us how to make our ideas "sticky"--that is, memorable. (I so could have used this--wait. I can still use this! Woo Hoo!)

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
Michael Scott
Many people believe they are good presenters, good enough, say, to sell a product to a customer or an idea to the boss given enough time to prepare. As a consequence, they often dislike using "psychological tricks" to get their message across; they feel doing otherwise would be to lie. The truth is we're often not as good as we think and liars can easily move ahead of us.

Chip and Dan Heath tell us through anecdotes about fictitious Johns and their companies who understand the principles of effec...more
Richard Stephenson
Recommend to anyone who'd like to get information across to people in a way that sticks!
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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
Bucket
The Heath brothers frame their book around the acronym SUCCESs, representing the six principles that help make ideas stick.

S=simple - find the core of your message and commit to that compact statement.

U=unexpected - get attention using surprise and keep that attention by creating knowledge gaps, then filling them.

C=concrete - use a fable or analogy that gets away from abstraction to help people understand and remember your message.

C=credible - help people believe and agree by using authoriti...more
Deb
*A book made to stick*

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
Marcel de Leeuwe
If you have only time to read one book and you are in the field of learning: do yourself a favor and buy 'Made to Stick' from the Heath brothers. Even if it is not an e-Learning book you need the knowledge in this book to design better e-Learning. As an experienced instructional designer I thought I knew all the tricks to make my learning experiences lasting ones that will be remembered by my learners. NOT…in Made to stick I found many useful tips and practical guidelines how to create more memo...more
Mark Ruzomberka
I listened to this Audio CD on a beat up old boom box while recovering from Lasik Eye Surgery because the light from my iPod was too strong to attempt downloading anything at the time. The Narrators voice was deep and easy to focus on it almost drown out some of the pain I was feeling. Almost... I did just have a laser shot into my eyes. This great narration aided me in my ability to concentrate on the book and make me forget all about how itchy my eyes were while lying in my dark room with the...more
Joel Justiss
Organizational behavior professor Chip and his brother, educational consultant Dan put their thoughts together to analyze the factors that make ideas memorable and accepted. They offer many insights that are valuable in persuasive communication.
20 The Curse of Knowledge is that once we know something, we find it hard to imagine what it was like not to know it.
26 The planning process forces people to think through the right issues, but the plans themselves are immediately obsolete.
The Army’s conc...more
Eva
Copied-and-pasted:

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
Aaron
I was browsing in Edward McCay's when I found this one. It has a pretty orange cover which is a draw for me. It says "New York Times Bestseller", so that's another selling point. The back seemed to promise how to sculpt/craft/makeover ideas so that people will not only be interested, but they might never forget them and pass them on to others. Sounds good, I thought -keep talking, you. So I approached the counter with this book, Unstuck by K. Yamashita & Sandra Spataro; Ultimates 3 Volume 1...more
Evelyn
Loved this book! Really well-written and enjoyable to read. The book takes an idea first coined in Malcolm Gladwell's "The Tipping Point" called stickiness. The Heath brothers break down what makes something "sticky." To make an idea sticky, you have to:
- 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
Laurie
A great book that shows how ideas stick with us and outlines specific methods to creating "sticky" ideas. The Heath's give props to Malcolm Gladwell and his book The Tipping Point: How Little Things Can Make a Big Difference for inspiration and the word sticky. They call this book a complement to Gladwell's as it looks at the traits that make ideas sticky rather than how ideas go epidemic which was Gladwell's focus.
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Chip Heath is the professor of Organizational Behavior in the Graduate School of Business at Stanford University.
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.
More about Chip Heath...
Switch: How to Change Things When Change Is Hard Decisive: How to Make Better Choices in Life and Work The Myth of the Garage: And Other Minor Surprises Made to Stick (Epilogue): Why Some Ideas Survive and Others Die Made to Stick (Chapter 4: Credible): Why Some Ideas Survive and Others Die

Share This Book

“The most basic way to get someone's attention is this: Break a pattern.” 34 likes
“Stephen Covey, in his book The 8th Habit, decribes a poll of 23,000 employees drawn from a number of companies and industries. He reports the poll's findings:

* 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.”
30 likes
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