Made To Stick | Chip Heath and Dan Heath | Cliff Note Books
“Made to Stick: Why Some Ideas Survive and Others Die” is a book written by Chip Heath and Dan Heath. Published in 2007, the book explores why certain ideas are more memorable and influential than others. Drawing from diverse fields such as urban legends, marketing, journalism, and psychology, the authors present six key principles that make ideas stick.
Summary:
The book introduces the concept of “SUCCESs,” an acronym for the six key principles that make ideas stick: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories. The authors discuss each principle in detail, using numerous examples and anecdotes to illustrate their points.
Simplicity: To make an idea stick, it should be simple and easy to understand. The authors emphasize the importance of finding the core message of an idea and communicating it in a concise and clear manner.
Unexpectedness: Ideas that surprise or challenge people’s expectations are more likely to be memorable. The authors suggest using counterintuitive or unexpected information to grab attention and make people think.
Concreteness: Ideas should be presented in concrete, tangible terms to help people understand and remember them. The use of specific examples, vivid imagery, and relatable analogies can make abstract concepts more accessible and memorable.
Credibility: For an idea to stick, it needs to be credible and believable. The authors discuss various ways to establish credibility, such as using statistics, expert endorsements, or personal experiences to support the idea.
Emotions: Ideas that evoke emotions are more likely to be memorable and influential. The authors suggest tapping into people’s feelings, values, and aspirations to make ideas resonate on an emotional level.
Stories: Telling stories is a powerful way to make ideas stick. The authors argue that stories are memorable, relatable, and easy to understand, making them an effective tool for communicating complex ideas.
Throughout the book, Chip and Dan Heath provide practical advice and insights on how to craft sticky ideas using these six principles. “Made to Stick” is a valuable resource for anyone seeking to communicate more effectively, whether in business, education, or everyday life.
QUOTES
“It’s hard to make ideas stick in a noisy, unpredictable, chaotic environment. 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. What we mean by ‘simple’ is finding the core of the idea.”
“The most basic way to get someone’s attention is this: Break a pattern.”
“We are wired to feel things for people, not for abstractions.”
“Stories have the amazing dual power to simulate and to inspire. And most of the time we don’t even have to use much creativity to harness these powers — we just need to be ready to spot the good ones that life generates every day.”
“Knowing something is important doesn’t make it interesting.”
“The Curse of Knowledge: when we are given knowledge, it is impossible to imagine what it’s like to LACK that knowledge.”
“In decision making, the slightest hint of uncertainty can cause us to freeze. But a compelling story can provide a kind of simulated experience that allows us to make decisions without paralysis.”
AUTHORS
Chip Heath:
Chip Heath is a professor at Stanford Graduate School of Business, where he teaches courses on business strategy, organizational behavior, and change management. He holds a Bachelor’s degree in Industrial Engineering from Texas A&M University and a Ph.D. in Psychology from Stanford University. Prior to joining the faculty at Stanford, Chip was a professor at the University of Chicago Graduate School of Business and the Fuqua School of Business at Duke University. His research has been published in various academic journals and has been featured in popular media outlets such as The New York Times, The Washington Post, and Harvard Business Review.
Dan Heath:
Dan Heath is a Senior Fellow at Duke University’s CASE Center, which supports social entrepreneurs. He has also been a researcher and case writer for Harvard Business School and a consultant for the education company Fast ForWord. Dan holds a Bachelor’s degree in English from the University of Texas at Austin and an MBA from Harvard Business School. He has worked in various industries, including education, health care, and consumer products. Dan has been a columnist for Fast Company magazine and has written articles for The New York Times, The Washington Post, and other publications.
Together, Chip and Dan Heath have co-authored several best-selling books, including “Made to Stick,” “Switch,” “Decisive,” and “The Power of Moments.” Their work combines academic research with practical insights, offering valuable advice for businesses, educators, and individuals seeking to improve their communication and decision-making skills.
CRITICISMS
While “Made to Stick” has been widely praised for its practical insights and engaging writing style, there are a few criticisms that some readers and reviewers have raised:
Redundancy: Some critics argue that the book can be repetitive in making its points. They feel that the authors could have condensed the material into a shorter format without losing the core message.
Overemphasis on anecdotes: Some readers have expressed concern that the book relies too heavily on anecdotes and stories to illustrate its points, rather than providing more concrete data or research to support its conclusions.
Lack of depth in the analysis: A few critics feel that the book does not delve deeply enough into the complexities of the principles it discusses. They argue that it oversimplifies certain concepts, making it difficult for readers to apply the principles in more complex situations.
Not applicable to all situations: Some readers have found that the principles outlined in the book may not be universally applicable, particularly in specialized or technical fields where clear communication is necessary but may require more in-depth explanations.
Overemphasis on the “SUCCESs” formula: A few critics argue that the book’s focus on the “SUCCESs” formula may lead readers to believe that there is a one-size-fits-all solution to making ideas stick, when in reality, the process may be more nuanced and context-dependent.
Despite these criticisms, “Made to Stick” remains a popular and influential book, offering valuable insights into the art of effective communication and the factors that make certain ideas more memorable and impactful than others.
SUMMARIES
- Introduction: What Sticks?
- Chapter 1: Simple
- Chapter 2: Unexpected
- Chapter 3: Concrete
- Chapter 4: Credible
- Chapter 5: Emotional
- Chapter 6: Stories
- Conclusion: Making Ideas Stick – The Clinics
Introduction: What Sticks?
The authors introduce the concept of “sticky” ideas and explain why some ideas are more memorable and influential than others. They argue that understanding what makes ideas stick is crucial for effective communication.
Chapter 1: Simple
This chapter focuses on the importance of simplicity in making ideas stick. The authors emphasize finding the core message of an idea and presenting it in a clear, concise manner. They use examples like Southwest Airlines’ “THE low-fare airline” slogan and the “Golden Rule” to illustrate the power of simplicity.
Chapter 2: Unexpected
In this chapter, the authors discuss the role of unexpectedness in creating sticky ideas. They argue that ideas that break patterns or challenge expectations are more likely to capture attention and be remembered. Examples include Nordstrom’s exceptional customer service and the “kidney heist” urban legend.
Chapter 3: Concrete
This chapter explores the importance of concreteness in making ideas memorable. The authors argue that presenting ideas in tangible, specific terms helps people understand and remember them. Examples include the use of vivid imagery in Aesop’s fables and the concept of “broken windows” in crime prevention.
Chapter 4: Credible
The authors discuss credibility as a key factor in making ideas stick. They explain various ways to establish credibility, such as using statistics, expert endorsements, or personal experiences to support an idea. Examples include the “Pompeii of the North” archaeological site and the “Camel’s Nose” strategy in negotiations.
Chapter 5: Emotional
In this chapter, the authors explore the role of emotions in making ideas stick. They argue that ideas that evoke emotions are more likely to be memorable and influential. Examples include the “Don’t Mess with Texas” anti-litter campaign and the “Mother’s Against Drunk Driving” (MADD) movement.
Chapter 6: Stories
The final chapter discusses the power of storytelling in making ideas stick. The authors argue that stories are memorable, relatable, and easy to understand, making them an effective tool for communicating complex ideas. Examples include the “Jared” Subway campaign and the “Crying Indian” anti-litter commercial.
Conclusion: Making Ideas Stick – The Clinics
The conclusion summarizes the key principles of making ideas stick and offers practical advice on how to apply these principles in various situations. The authors also present three real-world “clinics” to demonstrate how the principles can be used to improve the stickiness of different ideas.
Throughout the book, Chip and Dan Heath provide numerous examples and anecdotes to illustrate their points, making “Made to Stick” an engaging and informative read for anyone interested in improving their communication skills.