How to make ideas survive with the principles of success

Chip Heath & Dan Heath, authors ofMade to Stick, are interested in how effective ideas are constructed—what make some ideas stick and others disappear. In this way, they tell us that what stick is systematic creativity.

Highly creative ads are more predictable than uncreative ones. It’s like Tolstoy’s quote: ‘All happy families resemble each other, but each unhappy family is unhappy in its own way.’ All creative ads resemble one another, but each loser is uncreative in its own way.

But if creat...