Book Review - "Made to Stick"

 

"Made to Stick" is a non-fiction book by Chip and Dan Heath, published in 2007. The book explores the idea of what makes some ideas "stick" in people's minds, while others are quickly forgotten. Here is a summary of some of the major takeaways from the book:

 

"Made to Stick" is a book that explores why some ideas are memorable and others are quickly forgotten. The authors, Chip and Dan Heath, argue that the success of an idea is not just a matter of its inherent quality, but also how it is presented and communicated. The book presents six key principles for making ideas stick, and provides numerous examples and case studies to illustrate these principles.

Chapter 1: Simple

The first principle for making ideas stick is simplicity. Simple ideas are more likely to be remembered than complex ones. To make an idea simple, the authors suggest focusing on the core message and stripping away unnecessary details. They also suggest using a "core" analogy, such as "A diamond is like a lump of coal under pressure," to help people understand the idea.

The authors provide several examples of simple ideas, including Southwest Airlines' "THE Low-Fare Airline" and the Urban Ministries of Durham's "Welcome Home" campaign. These ideas are simple, memorable, and easy to understand.

 

Chapter 2: Unexpected

The second principle for making ideas stick is unexpectedness. Unexpected ideas are more likely to grab people's attention and stick in their minds. To make an idea unexpected, the authors suggest breaking a pattern, using a surprise element, or posing a question that piques people's curiosity.

The authors provide several examples of unexpected ideas, including the "Subservient Chicken" campaign by Burger King, which allowed users to interact with a chicken on a website, and the "Will it Blend?" series of videos by Blendtec, which showed the company's blenders blending all sorts of unusual objects, such as iPhones and golf balls.

 

Chapter 3: Concrete

The third principle for making ideas stick is concreteness. Concrete ideas are more memorable than abstract ones. To make an idea concrete, the authors suggest using sensory information and vivid details to help people visualize the idea. They also suggest using specific examples to illustrate the idea.

The authors provide several examples of concrete ideas, including the "kidney theft" urban legend and the "frog boiling" experiment, which showed how a frog will stay in a pot of water that is slowly heated to boiling, even though it could jump out at any time. These examples are vivid and memorable, and help to illustrate the idea being presented.

 

Chapter 4: Credible

The fourth principle for making ideas stick is credibility. Credible ideas are more likely to be believed and acted upon. To make an idea credible, the authors suggest using sources of authority, statistics, and testimonials to back up the idea. They also suggest using details that are specific and verifiable.

The authors provide several examples of credible ideas, including the Jared Fogle Subway campaign, which used Jared's weight loss story as a way to promote Subway's low-fat sandwiches, and the "Get Your Flu Shot" campaign, which used statistics and expert opinions to persuade people to get vaccinated.

 

Chapter 5: Emotional

The fifth principle for making ideas stick is emotion. Emotional ideas are more likely to be remembered and shared. To make an idea emotional, the authors suggest tapping into people's desires and aspirations, using powerful metaphors, and telling stories that evoke strong emotions.

The authors provide several examples of emotional ideas, including the "Saddleback Church" campaign, which used a story about a man who was transformed by his faith, and the "Save the Children" campaign, which used a photograph of a starving child to evoke a strong emotional response.

 

Chapter 6: Story

The sixth and final principle for making ideas stick is storytelling. Ideas that are wrapped in stories are more likely to be remembered and acted upon. To make an idea stick using storytelling, the authors suggest following a structure that includes a protagonist, a conflict, and a resolution. They also suggest using stories that are relatable and have a clear moral or lesson.

The authors provide several examples of storytelling, including the "The Subway Diet" campaign, which used Jared Fogle's weight loss story as a way to promote Subway sandwiches, and the "I Have a Dream" speech by Martin Luther King Jr., which used a powerful narrative to inspire and motivate people to fight for civil rights.

 

Chapter 7: Applying the Principles

In the final chapter, the authors provide guidance on how to apply the principles presented in the book. They suggest starting with a clear understanding of the audience, and tailoring the message to their needs and interests. They also suggest using feedback and iteration to refine the message over time.

The authors provide several examples of how to apply the principles, including the "Kids In Need of Defense" (KIND) campaign, which used simplicity, concreteness, and storytelling to raise awareness of the need for legal representation for immigrant children.

 

The Curse of Knowledge

Throughout the book, the authors also discuss the "Curse of Knowledge," which refers to the difficulty of communicating ideas to people who do not have the same level of expertise or knowledge on a topic. They suggest overcoming this curse by putting yourself in the audience's shoes and simplifying the message to its core elements.

 

Overall, "Made to Stick" is an engaging and informative book that provides practical guidance on how to make ideas memorable and impactful. The six principles presented in the book are well-supported by numerous examples and case studies, and the authors provide useful guidance on how to apply these principles in practice.

 

One potential criticism of the book is that the principles presented may not apply equally well to all types of ideas or audiences. For example, some ideas may require more complexity or technical detail to be effectively communicated, and some audiences may require a different approach to be engaged. However, the authors acknowledge these limitations and provide guidance on how to tailor the message to the audience.

 

"Made to Stick" is a must-read book for anyone interested in communication and persuasion. The principles presented in the book are practical, easy to understand, and supported by numerous examples and case studies. By following these principles, anyone can improve their ability to communicate ideas effectively and make them stick in people's minds.