Made to Stick is a bestselling book by Chip Heath and Dan Heath that explores the principles of sticky ideas – ideas that are memorable, influential, and have a lasting impact. The book is divided into seven chapters, each focusing on a key concept that makes an idea sticky. From the importance of simplicity and repetition to the power of emotion and storytelling, Made to Stick provides practical advice on how to create and communicate ideas that matter.
Chapter 1: The Six Principles of Sticky Ideas
The first chapter introduces the six principles of sticky ideas:
- Satisfying Mysteries
The authors argue that ideas that are simple, repeated, contrasted, emotional, story-based, and have a sense of mystery are more likely to be remembered and shared. They provide examples of sticky ideas from history, popular culture, and everyday life to illustrate each principle.
Chapter 2: The Curse of Knowledge
The second chapter explores the curse of knowledge – the idea that once we know something, it becomes difficult to imagine not knowing it. This can make it challenging to communicate complex ideas to others. The authors provide several strategies for overcoming the curse of knowledge, including simplifying complex ideas, using analogies, and telling stories.
Chapter 3: The Power of Contrast
The third chapter discusses the power of contrast – the idea that ideas are more memorable when they are presented in contrast to something else. The authors provide several examples of sticky ideas that use contrast effectively, including the “before and after” weight loss ad and the “just do it” Nike slogan.
Chapter 4: The Emotional Side of Ideas
The fourth chapter explores the emotional side of ideas, arguing that ideas that evoke emotion are more memorable and influential than those that don’t. The authors provide several examples of sticky ideas that use emotion effectively, including the “I Am Sam” campaign for the Special Olympics and the “Save the Children” fundraising appeal.
Chapter 5: Stories That Stick
The fifth chapter focuses on the power of storytelling, arguing that stories are a powerful way to communicate ideas and make them stick. The authors provide several examples of sticky ideas that use storytelling effectively, including the “This is Your Brain on Drugs” public service announcement and the “The Dollar a Day” poverty reduction program.
Chapter 6: The Mystery of Satisfying Mysteries
The sixth chapter explores the power of satisfying mysteries – ideas that are memorable because they leave us with a sense of mystery. The authors provide several examples of sticky ideas that use mystery effectively, including the “Where’s the Beef?” presidential campaign ad and the “What’s in the Box?” Macintosh computer ad.
Chapter 7: The Sticky Way to End
The seventh and final chapter summarizes the key concepts of Made to Stick and provides practical advice on how to apply them in everyday life. The authors emphasize the importance of simplicity, repetition, and storytelling in creating sticky ideas, and provide several examples of sticky ideas that have had a lasting impact.
Made to Stick is a valuable resource for anyone who wants to create and communicate ideas that matter. The book provides practical advice on how to make ideas sticky, based on research and real-world examples. Whether you’re a writer, a speaker, or simply someone who wants to communicate more effectively, Made to Stick has something to offer. By following the six principles of sticky ideas, you can create ideas that are memorable, influential, and have a lasting impact.