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Author: Chip Heath and Dan Heath

Why Some Ideas Survive and Others Die

Well there is no wonder this book became very popular in a short time. It’s a wonderful book to read with lessons in communication and marketing that put immediate changes into your way of thinking about your influence in what you write and say.

The brothers, Dan and Chip Heath have put a set of studies on communication and human nature to the test and drawn not only useful, but easy to absorb and apply steps to make your ideas that you present to others more “sticky”.  That is to say, they will be remembered, have more impact and increase the chance of causing lasting change.  The concepts written about in the book are applied beautifully by example in the title and cover as well as the duct tape patch job has actually been embossed out on the books cover.  A brilliant idea that ensures the title of the book at first glace will even stick in your mind.

While the book might seem from the topic to fit only the presenting, marketing or sales type of roles and personalities, it is certainly not limited to those groups of people.  It is an entertaining book that will enable anyone to share their ideas more effectively and to explore the reasons that an idea will last, whether that is in a story you tell, or an idea you have to share.  It will definitely transform your thinking when it comes to your communication and it will engage your mind on simple principles that will enable you to have more winning ideas applied in a way so your message will stick!

The book is segmented into 6 pieces that the authors say are the principles behind any sticky idea.  They are:

• S implicity – make ideas simple by who it’s presented to and how it is described and delivered, regardless of what complexity it is drawn from
• U nexpectedness – using shock or surprise to draw attention and then taking them deeper through genuine interest that will last
• C oncreteness – putting ideas in a perspective anyone can understand and relate to, while making them obvious and hard hitting
• C redibility – use common or believable evidence (people and things) to make your idea easy to access and something that can quickly be trusted
• E motions – ideas can benefit from having a deep emotional connection to morals, beliefs, values or relational bonds
• S tories – put your ideas into memorable and interesting stories to realize the advantages of story telling with your ideas

Many stories are used as evidence and they include urban legends, low-fare airlines, mission to the moon, soap operas, genetics, Disney, nuclear war, classic tests, famous people, state missions, fast food diets, smoking and many many other topics demonstrating brilliantly the sticky ideas that worked in each. They prove these principles and clearly demonstrate why they are so memorable and effective.

The authors make real these concepts by stories as example, but they also explore data from studies and surveys in many areas as evidence as well.  They do this the whole way through with a touch of humor, easy reading, valuable topics and making what could be made very complex, quite simple.  I love how they show so well in their writing exactly it is that they are in fact, writing about and the book is one you will remember, the concepts live on with techniques to apply them and I’m sure you would enjoy the book if you have any interest in it’s message at all.

Like any book, it is only as useful as you take application of it.  I did however, find there is much more applicable content and guides from Made to Stick than there was in similar books like the Tipping Point or Blink .

You can grab a bunch of free outlines and content by the authors here .  It’s good content and quite useful whether you’ve read the book or not, so do check that out!