Made to Stick by Chip Heath and Dan Heath

Last updated: Jul 4, 2023

Summary of Made to Stick by Chip Heath and Dan Heath

Made to Stick by Chip Heath and Dan Heath is a book that explores the concept of creating ideas that are memorable and impactful. The authors present a framework for crafting messages that are "sticky" and have the potential to resonate with audiences.

The book begins by introducing the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when one is already knowledgeable about the subject. The authors argue that in order to make ideas stick, it is important to bridge the gap between the expert and the audience by using simple and relatable language.

The authors then introduce the six principles of stickiness: simplicity, unexpectedness, concreteness, credibility, emotions, and stories. They explain that these principles can be used in combination to create messages that are memorable and have a lasting impact.

The first principle, simplicity, emphasizes the importance of distilling complex ideas into their core essence. The authors provide examples of how simplicity can be achieved through the use of core messages and prioritizing the most important information.

The second principle, unexpectedness, focuses on capturing the audience's attention by breaking patterns and defying expectations. The authors suggest using surprises and curiosity gaps to make ideas more memorable.

The third principle, concreteness, emphasizes the importance of using vivid and tangible language to make ideas more understandable and relatable. The authors provide examples of how abstract concepts can be made concrete through the use of sensory language and specific details.

The fourth principle, credibility, highlights the importance of establishing trust and credibility with the audience. The authors suggest using external sources, statistics, and testimonials to support claims and make ideas more believable.

The fifth principle, emotions, explores the role of emotions in making ideas stick. The authors argue that appealing to the audience's emotions can make ideas more memorable and persuasive. They provide examples of how stories and personal experiences can evoke emotions and create a connection with the audience.

The final principle, stories, focuses on the power of storytelling in making ideas stick. The authors explain that stories have the ability to engage and inspire audiences, and they provide guidelines for crafting effective stories.

Throughout the book, the authors provide numerous examples and case studies to illustrate the principles of stickiness. They also offer practical tips and exercises for applying these principles in various contexts, such as advertising, education, and public speaking.

In conclusion, Made to Stick is a comprehensive guide to creating ideas that are memorable and impactful. The book offers a framework for crafting messages that are simple, unexpected, concrete, credible, emotional, and told through stories. By applying these principles, individuals and organizations can increase the chances of their ideas sticking with their intended audiences.

1. The Power of Simplicity

One of the key takeaways from "Made to Stick" is the power of simplicity in communication. The authors argue that in order for ideas to stick, they need to be simple and easily understood. They introduce the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when you have a deep understanding of the subject matter. To overcome this curse, they suggest using the "Velcro Theory of Memory," which states that simple ideas stick better in people's minds.

By simplifying your message and focusing on the core idea, you increase the chances of it being remembered and understood by your audience. This can be achieved by finding the core of your message and stripping away any unnecessary complexity. By doing so, you make your message more accessible and increase its chances of being remembered and acted upon.

2. The Importance of Concrete Examples

Another key insight from "Made to Stick" is the importance of using concrete examples to make your ideas more memorable and relatable. The authors argue that abstract ideas are often difficult to understand and remember, while concrete examples make ideas more tangible and easier to grasp.

By providing specific examples and vivid details, you make your ideas more memorable and relatable to your audience. This can be achieved by using sensory language, telling stories, or using analogies to make your ideas more concrete. By making your ideas more tangible, you increase their stickiness and make them more likely to be remembered and shared.

3. The Power of Emotion

"Made to Stick" emphasizes the power of emotion in making ideas stick. The authors argue that people are more likely to remember and act upon ideas that evoke strong emotions. They introduce the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when you have a deep understanding of the subject matter. To overcome this curse, they suggest using the "Velcro Theory of Memory," which states that simple ideas stick better in people's minds.

By appealing to people's emotions, you make your ideas more memorable and impactful. This can be achieved by telling stories that evoke emotions, using vivid language, or appealing to people's values and beliefs. By tapping into people's emotions, you increase the chances of your ideas sticking and being acted upon.

4. The Power of Stories

One of the key takeaways from "Made to Stick" is the power of storytelling in making ideas stick. The authors argue that stories are more memorable and persuasive than abstract concepts or data. They introduce the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when you have a deep understanding of the subject matter. To overcome this curse, they suggest using the "Velcro Theory of Memory," which states that simple ideas stick better in people's minds.

By using stories to convey your ideas, you make them more relatable and engaging. Stories have the power to evoke emotions, capture attention, and make ideas more memorable. By incorporating storytelling techniques such as character development, conflict, and resolution, you increase the stickiness of your ideas and make them more likely to be remembered and shared.

5. The Power of Unexpectedness

"Made to Stick" highlights the power of unexpectedness in capturing people's attention and making ideas stick. The authors argue that people are naturally drawn to things that are surprising or unexpected. They introduce the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when you have a deep understanding of the subject matter. To overcome this curse, they suggest using the "Velcro Theory of Memory," which states that simple ideas stick better in people's minds.

By incorporating unexpected elements into your ideas, you make them more memorable and attention-grabbing. This can be achieved by challenging conventional wisdom, presenting surprising statistics, or using unexpected visuals. By breaking people's expectations, you increase the stickiness of your ideas and make them more likely to be remembered and shared.

6. The Power of Credibility

Another key insight from "Made to Stick" is the importance of credibility in making ideas stick. The authors argue that people are more likely to believe and act upon ideas that come from credible sources. They introduce the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when you have a deep understanding of the subject matter. To overcome this curse, they suggest using the "Velcro Theory of Memory," which states that simple ideas stick better in people's minds.

By establishing your credibility and providing evidence to support your ideas, you increase their stickiness and persuasiveness. This can be achieved by citing reputable sources, sharing success stories, or providing data and statistics. By building trust and credibility, you make your ideas more believable and increase their chances of being remembered and acted upon.

7. The Power of Concreteness

"Made to Stick" emphasizes the power of concreteness in making ideas stick. The authors argue that abstract ideas are often difficult to understand and remember, while concrete examples make ideas more tangible and easier to grasp. They introduce the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when you have a deep understanding of the subject matter. To overcome this curse, they suggest using the "Velcro Theory of Memory," which states that simple ideas stick better in people's minds.

By making your ideas more concrete and tangible, you increase their stickiness and memorability. This can be achieved by using specific examples, vivid language, or visual aids. By providing concrete details, you make your ideas more relatable and easier to understand, increasing their chances of being remembered and shared.

8. The Power of Action

One of the key takeaways from "Made to Stick" is the importance of action in making ideas stick. The authors argue that ideas that inspire action are more likely to be remembered and acted upon. They introduce the concept of the "Curse of Knowledge," which refers to the difficulty of communicating ideas when you have a deep understanding of the subject matter. To overcome this curse, they suggest using the "Velcro Theory of Memory," which states that simple ideas stick better in people's minds.

By providing clear and actionable steps, you increase the chances of your ideas being remembered and acted upon. This can be achieved by using specific language, providing a clear call to action, or offering practical tips and advice. By making it easy for people to take action, you increase the stickiness of your ideas and make them more likely to be implemented.