Made To Stick

Made to Stick Why Some Ideas Survive and Others Die June 16, 2009

About Chip and Dan Heath Chip, a Ph.D. psychologist, is a professor of organizational behavior at Stanford University’s Graduate School of Business. His research into urban legends and conspiracy theories – ideas that are wrong but so annoyingly sticky that they just won’t go away – led to a course entitled, “How to Make Ideas Stick.” Dan, a Harvard MBA, works as a consultant at Duke Corporate Education. A former researcher at Harvard Business School, he is a cofounder of Thinkwell, an innovative new-media textbook company. The Heath Brothers pay tribute to Malcolm Gladwell, the best-selling author who made “stickiness” a defining phrase in his book, The Tipping Point. Gladwell focused on what makes social epidemics leap from small groups to big groups. “Our interest,” say the Made to Stick authors, “is in how effective ideas are constructed.” Made to Stick is a national bestseller. Publishers weekly says it offers “an entertaining, practical guide to effective communication. Drawing extensively on psychosocial studies on memory, emotion and motivation, their study is couched in terms of "stickiness"—that is, the art of making ideas unforgettable. It’s fun to read, solidly researched and deserves wide readership.”

Sticky Ideas

are understood, remembered and create some kind of change – in

opinion, behavior or values.

Question:

What are some examples of situations where it is important for you to make an idea stick?

Principle 1: Simplicity

Find your core message and share it

in a compact way.

Question:

How do you find your core idea?

Principle 2: Unexpectedness

Grab peoples attention.

Question:

How do you get

your audience to pay attention?

Principle 3: Concreteness

Ensure that the idea means the same thing to everyone in the audience.

Question:

How do you make

your ideas clear?

Principle 4: Credibility

Make people believe your ideas.

Question:

How do you get people

to buy into your ideas?

Principle 5: Emotions

Tap into something people

care about.

Question:

How do you get people to have passion

around your ideas?

Principle 6: Stories

Prompt people to act via inspiration.

Question:

How do you get people

to embrace your ideas?

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