The document outlines six principles for making ideas stick: simple, unexpected, concrete, credible, emotional, and stories. It discusses each principle in 1-2 paragraphs, explaining how to apply the principle to capture attention, help people understand and remember ideas, and motivate them to act. The overall message is that by following these six principles, ideas can have a lasting impact and change opinions or behaviors.

1. Made to Stick Why Some Ideas Survive and Others Die “ We wrote this book to help you make your ideas stick. By “stick,” we mean that your ideas are understood and remembered , and have a lasting impact – they change your audience’s opinions or behavior .” By: Chip Heath & Dan Heath

2. Made to Stick Why Some Ideas Survive and Others Die Six Principles of Sticky Ideas Simple Unexpected Concrete Credible Emotional Stories

3. Made to Stick Why Some Ideas Survive and Others Die SIMPLE “ If we’re to succeed, the first step is this: Be Simple. Not simple in terms of “dumbing down” or “sound bites”. You don’t have to speak in monosyllables to be simple. Find the core of the idea .”

4. Made to Stick Why Some Ideas Survive and Others Die SIMPLE *Simple = Core + Compact *Think proverbs.

5. Made to Stick Why Some Ideas Survive and Others Die SIMPLE “ A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” Adopt the same mentality as a designer of ideas – know how much can be wrung out of idea before it loses it’s essence

6. Made to Stick Why Some Ideas Survive and Others Die UNEXPECTED “ If we want to motivate people to pay attention , we should seize the power of big surprises ”

7. Made to Stick Why Some Ideas Survive and Others Die Hold Attention Interest UNEXPECTED Create mystery. Highlight a knowledge gap. Tease with information.

8. Made to Stick Why Some Ideas Survive and Others Die CONCRETE Help People Understand and Remember. Use Velcro Theory of memory: The more hooks in your idea, the better. Make them experience the idea.

9. Made to Stick Why Some Ideas Survive and Others Die CONCRETE Help People Coordinate. Find a way to invite people to the table, to help them bring their knowledge to bear .

10. Made to Stick Why Some Ideas Survive and Others Die CREDIBLE Help People Believe. External Credibility  Use authorities and antiauthorites. Honesty and truthworthiness matters, not status!

11. Made to Stick Why Some Ideas Survive and Others Die CREDIBLE Help People Believe. Internal Credibility. Boost Credibility – use vivid details Make statistics available. “Humanize” them. Sinatra Test – “If you can make it there, you can make it anywhere.”

12. Made to Stick Why Some Ideas Survive and Others Die EMOTIONAL Make People Care. Stay away from anything that needs analyzing! Think of Truth Campaigns (anti-smoking).

13. Made to Stick Why Some Ideas Survive and Others Die EMOTIONAL Appeal to Self - Interest. If you want people to care, tap into things that they care about. Emphasize benefits. Make them visualize. Think of higher levels of Maslow’s Hierarchy!

14. Made to Stick Why Some Ideas Survive and Others Die STORIES Get people to act! “ The right kind of story is, effectively, a simulation. Stories are like flight simulators for the brain.”

15. Made to Stick Why Some Ideas Survive and Others Die STORIES Get people to act! Inspirational Stories. Think of Jared from Subway’s story. Stories that tell people about possibilities  “Springboard” stories.

16. Made to Stick Why Some Ideas Survive and Others Die S imple U nexpected C oncrete C redible E motional S tories Six Principles of Sticky Ideas

17. Made to Stick Why Some Ideas Survive and Others Die Links: Made to Stick Blog Made to Stick @ Amazon “Are you Sticky?” – Time