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

by Chip Heath

What we mean by “simple” is finding the core of the idea.

A warning: In the future, months after you’ve put down this book, you’re going to recall the word “Simple” as an element of the SUCCESs checklist. And your mental thesaurus will faithfully go digging for the meaning of “Simple,” and it’s going to come back with associations like dumbing down, shooting for the lowest common denominator, making things easy, and so on. At that moment, you’ve got to remind your thesaurus of the examples we’ve explored. “THE low-fare airline” and the other stories in this chapter aren’t simple because they’re full of easy words. They’re simple because they reflect the Commander’s Intent. It’s about elegance and prioritization, not dumbing down.

The most basic way to get someone’s attention is this: Break a pattern.

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.