Made to Stick: Why Some Ideas Survive and Others Die
by: Chip Heath, Dan Heath
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Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”
In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.
Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.
Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” His observation rings true: Urban legends, conspiracy theories, and bogus public-health scares circulate effortlessly. Meanwhile, people with important ideas–business people, teachers, politicians, journalists, and others–struggle to make their ideas “stick.”
Why do some ideas thrive while others die? And how do we improve the chances of worthy ideas? In Made to Stick, accomplished educators and idea collectors Chip and Dan Heath tackle head-on these vexing questions. Inside, the brothers Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the “human scale principle,” using the “Velcro Theory of Memory,” and creating “curiosity gaps.”
In this indispensable guide, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.
Made to Stick is a book that will transform the way you communicate ideas. It’s a fast-paced tour of success stories (and failures)–the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who make use of “the Mother Teresa Effect”; the elementary-school teacher whose simulation actually prevented racial prejudice. Provocative, eye-opening, and often surprisingly funny, Made to Stick shows us the vital principles of winning ideas–and tells us how we can apply these rules to making our own messages stick.
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Customer Reviews
Average Rating:
Rating: 
- Create the perfect sticky sales pitch to capture an employer's imagination!
In a world where we are bombarded by messages every second, having the know-how to create a message that stands out above the rest is a serious asset. `Made to Stick' is a book by Chip and Dan Heath, brothers who researched psychosocial studies on the memory, emotion and motivation.
The Heath brothers found that six basic qualities enable an idea to stick in our minds; these are: simplicity, unexpectedness, concreteness, credibility, emotions and stories.
Once you have ... Read More
Rating: 
- good for average reader under 18
Extremely boring book. Long long examples. Whole book is a simple idea that everybody knows. This book can be summarized in 10 pages.
Rating: - A must-read for marketers
This book is a must-read for marketing and/or advertising professionals. I'm new to my position as a marketing coordinator, and this book is actually on my required reading list for work. I'm so glad it is because I have some new insights into making an actual idea "stick."
I won't go into the details of the books SUCCESs checklist, but it is a handy guide to keep in mind when you're promoting a new product or idea for your company. Some of my favorite parts of the book were the discussions ... Read More
Rating: - Its true and it work
I bought the book beforemy presentation, I work in the cement industry= boring. After reading the book, I applied what I have learned, and they liked it, and it really made an impact
Rating: - Practical value no matter what you do
This delighful and insightful book has something for everyone. I was initially turned off by the gimmicky cover of this book, but after reading multiple great reviews, I decided to give it a try. The name of this book comes from Malcolm Gladwell's book, "The Tipping Point" (which I also enjoyed). I enjoyed and learned far more from this book than Gladwell's (it is not necessary to read Gladwell's book prior to this). The Heath brothers try to teach readers how to create (or more importantly spot) "sticky ... Read More
- Create the perfect sticky sales pitch to capture an employer's imagination!In a world where we are bombarded by messages every second, having the know-how to create a message that stands out above the rest is a serious asset. `Made to Stick' is a book by Chip and Dan Heath, brothers who researched psychosocial studies on the memory, emotion and motivation.
The Heath brothers found that six basic qualities enable an idea to stick in our minds; these are: simplicity, unexpectedness, concreteness, credibility, emotions and stories.
Once you have ... Read More
- good for average reader under 18Extremely boring book. Long long examples. Whole book is a simple idea that everybody knows. This book can be summarized in 10 pages.
- A must-read for marketersThis book is a must-read for marketing and/or advertising professionals. I'm new to my position as a marketing coordinator, and this book is actually on my required reading list for work. I'm so glad it is because I have some new insights into making an actual idea "stick."
I won't go into the details of the books SUCCESs checklist, but it is a handy guide to keep in mind when you're promoting a new product or idea for your company. Some of my favorite parts of the book were the discussions ... Read More
- Its true and it workI bought the book beforemy presentation, I work in the cement industry= boring. After reading the book, I applied what I have learned, and they liked it, and it really made an impact
- Practical value no matter what you doThis delighful and insightful book has something for everyone. I was initially turned off by the gimmicky cover of this book, but after reading multiple great reviews, I decided to give it a try. The name of this book comes from Malcolm Gladwell's book, "The Tipping Point" (which I also enjoyed). I enjoyed and learned far more from this book than Gladwell's (it is not necessary to read Gladwell's book prior to this). The Heath brothers try to teach readers how to create (or more importantly spot) "sticky ... Read More
