Made to Stick: Why some ideas take hold and others come unstuck

by Chip Heath

Two children did die on Halloween, but their deaths weren’t caused by strangers. A five-year-old boy found his uncle’s heroin stash and overdosed. His relatives initially tried to cover their tracks by sprinkling heroin on his candy. In another case, a father, hoping to collect on an insurance settlement, caused the death of his own son by contaminating his candy with cyanide. In other words, the best social science evidence reveals that taking candy from strangers is perfectly okay. It’s your family you should worry about.

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.

When you say three things, you say nothing. When your remote control has fifty buttons, you can’t change the channel anymore.

We’ve all heard that anger prepares us to fight and fear prepares us to flee. The linkages between emotion and behavior can be more subtle, though. For instance, a secondary effect of being angry, which was recently discovered by researchers, is that we become more certain of our judgments. When we’re angry, we know we’re right, as anyone who has been in a relationship can attest.

When our brows go up, it widens our eyes and gives us a broader field of vision—the surprise brow is our body’s way of forcing us to see more.

To be surprising, an event can’t be predictable. Surprise is the opposite of predictability. But, to be satisfying, surprise must be “post-dictable.”

So, a good process for making your ideas stickier is: (1) Identify the central message you need to communicate—find the core; (2) Figure out what is counterintuitive about the message—i.e., What are the unexpected implications of your core message? Why isn’t it already happening naturally? (3) Communicate your message in a way that breaks your audience’s guessing machines along the critical, counterintuitive dimension. Then, once their guessing machines have failed, help them refine their machines.

If you look at the two sides of Velcro material, you’ll see that one is covered with thousands of tiny hooks and the other is covered with thousands of tiny loops. When you press the two sides together, a huge number of hooks get snagged inside the loops, and that’s what causes Velcro to seal. Your brain hosts a truly staggering number of loops. The more hooks an idea has, the better it will cling to memory. Your childhood home has a gazillion hooks in your brain. A new credit card number has one, if it’s lucky.

three of the “internal credibility” sources—details, statistics, and the Sinatra Test

Using testable credentials allows people to try out an idea for themselves.

people don’t buy quarter-inch drill bits. They buy quarter-inch holes so they can hang their children’s pictures.

EMPATHY emerges from the particular rather than the pattern

How can we make people care about our ideas? We get them to take off their Analytical Hats. We create empathy for specific individuals. We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities—not only to the people they are right now but also to the people they would like to be

For an idea to stick, for it to be useful and lasting, it’s got to make the audience: Pay attention Understand and remember it Agree/Believe Care Be able to act on it