Made to Stick: Why Some Ideas Survive and Others Die

by Chip Heath

Once again, the Curse of Knowledge has bewitched these presenters. When they share their lessons—“Keep the lines of communication open”—they’re hearing a song, filled with passion and emotion, inside their heads. They’re remembering the experiences that taught them those lessons—the struggles, the political battles, the missteps, the pain. They are tapping. But they forget that the audience can’t hear the same tune they hear. Stories can almost single-handedly defeat the Curse of Knowledge. In fact, they naturally embody most of the SUCCESs framework. Stories are almost always Concrete. Most of them have Emotional and Unexpected elements. The hardest part of using stories effectively is making sure that they’re Simple—that they reflect your core message. It’s not enough to tell a great story; the story has to reflect your agenda. You don’t want a general lining up his troops before battle to tell a Connection plot story. Stories have the amazing dual power to simulate and to inspire. And most of the time we don’t even have to use much creativity to harness these powers—we just need to be ready to spot the good ones that life generates every day.