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MADE
STICK
TO
WHY SOME IDEAS SURVIVE AND OTHERS DIE
by Chip Heath & Dan Heath
6 PRINCIPLES
of
Sticky Ideas
S.U.C.C.E.S.(s)
Simple
Concrete
Unexpected
Credible
Emotional
Story
Simple= CORE & COMPACT
“Finding the core” means stripping an idea down to its most critical
essence. To get to the core, we've got to weed out superfluous and
tangential elements.
To make a profound idea compact you've got to pack a lot of meaning
into a little bit of messaging.
If we’re to succeed, the first step is this: Be Simple.
"A designer knows he has achieved perfection not
when there is nothing left to add, but when there
is nothing left to take away.”
ADOPT THE SAME MENTALITY AS A
DESIGNER OF IDEAS – KNOW HOW MUCH
CAN BE WRUNG OUT OF IDEA BEFORE IT
LOSES IT’S ESSENCE
simple
UNEXPECTED
Getting Interest
CREATE MYSTERY. HIGHLIGHT A KNOWLEDGE GAP. TEASE
WITH INFORMATION.
Maintaining Interest
GETTING INTEREST
△ Methods:
▲ Break a pattern
▲Open a knowledge gap
▲Pose a question or puzzle
▲ Challenge people to predict an
outcome
▲Use a mystery story
MAINTAINING INTEREST
△ Methods:
▲ The gap theory of curiosity
▲ Close knowledge gaps while opening
new ones
▲ Turning point concept
▲ Shift from conveying information
to deciding what questions you want
your audience to ask
EXAMPLE: NORDSTROM
△ Nordstrom is a departmental store known
for outstanding customer service.
▲ Staff ironed a new shirt for a customer
who needed it for a meeting that afternoon
▲ who made a last-minute delivery of party
clothes to a frantic hostess
▲ warmed customers’ cars in winter while
they finished shopping
CONCRETE
NATURALLY STICKY IDEAS ARE
FULL OF CONCRETE IMAGES, BECAUSE OUR BRAINS ARE
WIRED TO REMEMBER CONCRETE DATA.
HELP PEOPLE
UNDERSTAND AND
REMEMBER
Velcro Theory of Memory
Imagine your brain as having the
thousands of loops of a piece of
Velcro™ - representing all of its
diverse ling cabinets of memory.
The more hooks in your idea, the
better. Make them experience the
idea.
HELP PEOPLE
COORDINATE
Find a way to invite people
to the table, to help them
bring their knowledge to
bear.
CREDIBILITYHow do we make people believe our ideas?
HELP PEOPLE BELIEVE
1. External Credibility
▷ Endorsement of authorities and anti-authorities (stories with
real people).
▷ Honesty and trustworthiness matters, not status!
2. Internal Credibility
▷ Boost Credibility – use vivid details
▷ Make statistics available. “Humanize” them.
▷ Sinatra Test – “If you can make it there, you can make it
anywhere.”
Emotional
HOW TO MAKE PEOPLE CARE
ABOUT OUR IDEAS?
APPEAL TO SELF - INTEREST
If you want people to care, tap into things that
they care about. We get them to take off their
Analytical Hats. We create empathy for specific
individuals. We show how our ideas are
associated with things that people already care
about.
We appeal to their self-interest, but we also
appeal to their identities – not only to the people
they are right now, but also to the people they
would like to be.
Stories
TO STIMULATE & INSPIRE
Stories naturally embody most of the S.U.C.C.E.S(s)
framework.
❀ Stories are almost always Concrete. Most of them have
Emotional and Unexpected elements.
❀ The hardest part of using stories effectively is making sure
that they’re Simple – that they reflect your core message.
❀ We just need to be ready to spot the good ones that life
generates every day.
CHEAT SHEET
For an idea to stick, it must
make the audience:
1. Pay attention - UNEXPECTED
2. Understand and remember it - CONCRETE
3. Agree / Believe - CREDIBLE
4. Care - EMOTION
5. Be able to act on it - STORY

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Made to Stick

  • 1. MADE STICK TO WHY SOME IDEAS SURVIVE AND OTHERS DIE by Chip Heath & Dan Heath
  • 3. Simple= CORE & COMPACT “Finding the core” means stripping an idea down to its most critical essence. To get to the core, we've got to weed out superfluous and tangential elements. To make a profound idea compact you've got to pack a lot of meaning into a little bit of messaging. If we’re to succeed, the first step is this: Be Simple.
  • 4. "A designer knows he has achieved perfection not when there is nothing left to add, but when there is nothing left to take away.” ADOPT THE SAME MENTALITY AS A DESIGNER OF IDEAS – KNOW HOW MUCH CAN BE WRUNG OUT OF IDEA BEFORE IT LOSES IT’S ESSENCE simple
  • 5. UNEXPECTED Getting Interest CREATE MYSTERY. HIGHLIGHT A KNOWLEDGE GAP. TEASE WITH INFORMATION. Maintaining Interest
  • 6. GETTING INTEREST △ Methods: ▲ Break a pattern ▲Open a knowledge gap ▲Pose a question or puzzle ▲ Challenge people to predict an outcome ▲Use a mystery story
  • 7. MAINTAINING INTEREST △ Methods: ▲ The gap theory of curiosity ▲ Close knowledge gaps while opening new ones ▲ Turning point concept ▲ Shift from conveying information to deciding what questions you want your audience to ask
  • 8. EXAMPLE: NORDSTROM △ Nordstrom is a departmental store known for outstanding customer service. ▲ Staff ironed a new shirt for a customer who needed it for a meeting that afternoon ▲ who made a last-minute delivery of party clothes to a frantic hostess ▲ warmed customers’ cars in winter while they finished shopping
  • 9. CONCRETE NATURALLY STICKY IDEAS ARE FULL OF CONCRETE IMAGES, BECAUSE OUR BRAINS ARE WIRED TO REMEMBER CONCRETE DATA.
  • 10. HELP PEOPLE UNDERSTAND AND REMEMBER Velcro Theory of Memory Imagine your brain as having the thousands of loops of a piece of Velcro™ - representing all of its diverse ling cabinets of memory. The more hooks in your idea, the better. Make them experience the idea. HELP PEOPLE COORDINATE Find a way to invite people to the table, to help them bring their knowledge to bear.
  • 11. CREDIBILITYHow do we make people believe our ideas?
  • 12. HELP PEOPLE BELIEVE 1. External Credibility ▷ Endorsement of authorities and anti-authorities (stories with real people). ▷ Honesty and trustworthiness matters, not status! 2. Internal Credibility ▷ Boost Credibility – use vivid details ▷ Make statistics available. “Humanize” them. ▷ Sinatra Test – “If you can make it there, you can make it anywhere.”
  • 13. Emotional HOW TO MAKE PEOPLE CARE ABOUT OUR IDEAS?
  • 14. APPEAL TO SELF - INTEREST If you want people to care, tap into things that they care about. We get them to take off their Analytical Hats. We create empathy for specific individuals. We show how our ideas are associated with things that people already care about. We appeal to their self-interest, but we also appeal to their identities – not only to the people they are right now, but also to the people they would like to be.
  • 16. Stories naturally embody most of the S.U.C.C.E.S(s) framework. ❀ Stories are almost always Concrete. Most of them have Emotional and Unexpected elements. ❀ The hardest part of using stories effectively is making sure that they’re Simple – that they reflect your core message. ❀ We just need to be ready to spot the good ones that life generates every day.
  • 17. CHEAT SHEET For an idea to stick, it must make the audience: 1. Pay attention - UNEXPECTED 2. Understand and remember it - CONCRETE 3. Agree / Believe - CREDIBLE 4. Care - EMOTION 5. Be able to act on it - STORY