Made to Stick: Why Some Ideas Survive and Others Die

by Chip Heath

For an idea to stick, for it to be useful and lasting, it’s got to make the audience: 1. Pay attention 2. Understand and remember it 3. Agree/Believe 4. Care 5. Be able to act on it This book could have been organized around these five steps, but there’s a reason they were reserved for the conclusion. The Curse of Knowledge can easily render this framework useless. When an expert asks, “Will people understand my idea?,” her answer will be Yes, because she herself understands. (“Of course, my people will understand ‘maximizing shareholder value!’”) When an expert asks, “Will people care about this?,” her answer will be Yes, because she herself cares. Think of the Murray Dranoff Duo Piano people, who said, “We exist to protect, preserve, and promote the music of the duo piano.” They were shocked when that statement didn’t arouse the same passion in others that it did in them.