Made to Stick is Dan and Chip Heath’s first book. This book is for EVERYONE who has an idea and wants it to be accepted. Whether you have a business idea and you need to convince partners, bankers, or lenders, or project ideas and you need to convince team partners and others of its merits, this book becomes a “guide” that will help you communicate your ideas in the most effective way possible.
From the book: Mark Twain once observed, “A lie can get halfway around the world before the truth can even get its boots on.” Meanwhile, people with important ideas, struggle to make their ideas ‘stick’.
Why do some ideas thrive while others die? Here are the principles of ‘sticky ideas'”
Principle 1: Simplicity
It’s the elevator pitch for your ideas: simple, straightforward, a 12-year-old can understand.
Principle 2: Unexpectedness
Violate people’s expectations, find the gaps and fill it in.
Principle 3: Concreteness
Explain our ideas in terms of human actions, and concrete images: ice-filled bathtubs (reference to kidney harvesting), apples with razors (reference to Halloween in the past). Strong mental images.
Principle 4: Credibility
Sticky ideas have to carry their own credentials, “try before you buy” philosophy.
Principle 5: Emotions
How do you get people to care about our ideas? Make them feel something!
Principle 6: Stories
How do we get people to act on our ideas? We tell stories.