Why some ideas take hold and others come unstuck?
In Made To Stick Chip and Dan Heath isolate the six factors that they think make ideas 'sticky':
- Simple. "Speed: Die Hard on a bus."
- Unexpected. "The lead to the story is 'There will be no school next Thursday'."
- Credible. "I started smoking to look older and I'm sorry to say it worked."
- Concrete. "Customer-oriented visionary paradigm."
- Emotional. "Keep the self in self-interest."
- Stories. "You don't need to make stuff up, you don't need to exaggerate or be as melodramatic as the Chicken Soup tales."
The book is surely a SUCCESs, as it follows its own formula faithfully. The six-point checklist is a practical tool. It will surely stick.
Made To Stick is one of the best books of the year. Highly recommended for anyone who would like to make their ideas more sticky - or to be able to spot sticky ideas and take advantage of them.