So, instead of overwhelming your audience, take you big idea and boil it down to a small chunk of information that is easy to understand and commit to memory. The more there is to a thought, the more there is that can be forgotten. It’s clear and concise and it’s written first so a reader can know everything they need to about the news story without reading the entire thing. A lead is the summary of the entire news article. The brothers use an analogy of a lead in journalism to illustrate this point. The Heaths found that most sticky ideas are ones that are short and simple. That thing needs to be the core of your message. What is the one thing you want people to remember? What is the one thing you want people to do? The Golden Rule is the ultimate model of simplicity: a one-sentence statement so profound that an individual could spend a lifetime learning to follow it.” - Chip & Dan Heath We must create ideas that are both simple and profound. Saying something short is not the mission - sound bites are not the ideal. “To strip an idea down to its core, we must be masters of exclusion. Let’s take a closer look at each of their points.

S tories : How do you get people to act on your idea?.E motional: How do you get people to care about your idea?.C redible: How do you get people to believe your idea?.C oncrete: How do you help people understand your idea and remember it much later?.U nexpected: How do you capture people’s attention… and hold it?.S imple: How do you strip an idea down to its core without turning it into a silly sound bite?.In this concise and entertaining read, they concluded that it all came down to these elements of “SUCCES”, being: Made to Stick acts as a practical guide for people of all professions to ensure that their ideas connect and are memorable to those they communicate with. However, this book isn’t just limited to marketers and business owners.

įrom urban legends and conspiracy theories to iconic speeches and commercials, the brothers draw upon psychological studies of memory, motivation, and emotion to examine a variety of stories and determine why some are more successful in “sticking” with an audience than others. These are the questions that brothers, Chip and Dan Heath, set out to answer in their 2007 Business Week Best-Seller, Made to Stick: Why Some Ideas Survive and Others Die. What is it that makes an idea or story memorable? Why is it that some impact us harder, stay with us longer, and drive us to share them? What makes them stick ?

Chip dan heath made to stick