Made to Stick: Why Some Ideas Survive and Others Die
What is that makes urban myths so persistent but many everyday truths so eminently forgettable? How do newspapers set about ensuring that their headlines make you want to read on? And why do we remember complicated stories but not complicated facts?
In the course of over ten years of study, Chip and Dan Heath have established what it is that determines whether particula
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
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
I downloaded it on my Kindle, opened the book and on the first page I saw
"To Dad, for driving an old tan Chevette
while putting us through college.
To Mom, for making us breakfast
every day for eighteen years. Each."
a must-read book
everything about the book just sticks!!!
all you need and more can be found in the book. ...more
The core idea is that: in order for a message to be 'sticky' it has to combine these 6 characteristics: 1) Simple 2) Unexpected 3)Credible 4) Concrete 5)emotional 6)Story
SUCCES(without the extra 'S' spelling success)
The authors tell very engaging stories on each of their success factors.I think this is a great book for consultants. One of their main jo ...more
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
Pay attention - Unexpected
Understand and remember it - Concrete
Agree/Believe - Credible
Care - Emotional
Be a ...more
If you want a deeper review then I recommend you check out Trevor's review; he's my go-to for sociology recommendations. The Curse of Knowledge is a big problem, when you know too much that you can no longer explain it simply--I actually think it's the stage just before assimilating a concept because once it is ...more
Way to go Dad! That’s what did it. He throws in that ‘doctor’-word in there and I’m eating from the palm of his hand.
But on a serious note, this book was enlightening to me on so many levels. Not only did I resonate with ...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
The authors did a good job of structuring their material by setting up their formula for "sticky ideas" and then dedicating a chapter to each ingredient. They finished by having a chapter dedicated to symptoms/problems and antidotes/ways to solve them. And these were very close to real life, the troubles/questions that a lot of their readers surely have, so it's definitely helpful.
I appreciated that Chip & ...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
Not sure on the lasting impact of this book on me, it seemed like a lot of common sense and natural intuition.
Maybe I’ve read too much Godin and Gary Vee, or maybe this 12 year old book is a little dated. Either way it’s hard to pinpoint why memes, trends, and some things become popular over others.
This book is a perfectly acceptable attempt to understand why some things stick more than others, but hindsight is always 20/20.
If Chip had followed more of his own advice ...more
Yes, I've used several of the core techniques described in the book for years-- ...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
Having said that, I can't wait to start practicing some of the learning. So glad I don't have to rely on statistics so much. I hate memorizing them! Storytelling sounds much better.
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
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
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
I don't regret reading it, it was interesting, though a bit long. I think that's my main problem with this book: it's about sticky ideas being simple and yet this book was long for what it was. I don't necessarily think we needed to read about so many examples, just a few would have been enough.
Like I said, it was good, ...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
So whenever you are going to work on an idea, just think about SUCCESs.
S: Is your idea simple? ...more
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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.
* 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.”