“Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath explores the question of why some ideas thrive while others die. It analyzes the qualities that make an idea sticky – that is, memorable and effective.
The book introduces the concept of the SUCCESs model, an acronym for the six principles of sticky ideas:
- Simple: Ideas have to be both simple and profound. The core of the idea should be the focal point, stripping it down to its essential meaning.
- Unexpected: Ideas that are unexpected or novel grab people’s attention more effectively. Creating a sense of surprise or mystery can engage people’s curiosity.
- Concrete: Ideas that can be explained with concrete images, examples, or analogies are more memorable. Avoiding abstractions helps people understand and remember.
- Credible: Ideas gain strength if their truth can be tested or if they’re associated with a source that the audience considers credible.
- Emotional: Ideas that tap into emotion tend to be more effective because people are more likely to care about things that affect them on an emotional level.
- Stories: Narratives and stories provide context and make ideas more personal and relatable, hence more sticky.
“Made to Stick” is filled with engaging anecdotes and practical exercises that demonstrate these principles. The Heath brothers use examples from urban legends, advertising, the media, and education to illustrate why certain ideas get heard and believed while others get ignored. By understanding these principles, readers can learn to communicate their ideas more effectively and persuasively.
- The ‘Kidney Heist’ Urban Legend: One of the first anecdotes the book explores is the infamous ‘Kidney Heist’ urban legend, in which a man is drugged and wakes up in a bathtub filled with ice, with one of his kidneys surgically removed for black market organ trade. Despite its complete lack of verifiable incidents, this story has become one of the most widely circulated narratives in the world. The authors use this as a prime example of a ‘sticky’ idea due to its unexpected, concrete, and emotion-inducing elements.
- The Southwest Airlines ‘The Plane Won’t Leave Without You’ Ad Campaign: Southwest Airlines’ successful ad campaign that emphasized their commitment to customer service is another key example in the book. This simple, concrete message built credibility and engaged customers emotionally, illustrating the effectiveness of the SUCCESs principles.
- The Subway’s ‘Jared’ Campaign: Subway’s marketing campaign that featured Jared Fogle, who lost a significant amount of weight by eating Subway sandwiches, serves as an example of a sticky idea. The simple, concrete story of a man losing weight through Subway meals brought credibility to Subway’s healthy eating message, engaged customers on an emotional level and presented a memorable narrative.
By analyzing these anecdotes and more, “Made to Stick” offers insights into why some ideas stay with us, while others fade away.