Made to Stick by Chip Heath and Dan Heath explores why some ideas thrive while others fade, offering a practical framework for creating messages that are not only memorable but also impactful. The book introduces the SUCCESs model, a six-part checklist for crafting ideas that “stick” in the minds of audiences:
- Simple: Strip your message down to its core essence. Focus on what’s essential and present it in a clear, concise way.
- Unexpected: Grab attention by breaking patterns and surprising your audience. Create curiosity gaps that compel them to learn more.
- Concrete: Use tangible, relatable examples and sensory details to make abstract concepts more understandable and real.
- Credible: Build trust by incorporating authority figures, data, or personal experiences that lend legitimacy to your message.
- Emotional: Tap into emotions to inspire action. Ideas that evoke feelings—whether joy, empathy, or outrage—are more likely to be remembered.
- Stories: Embed your ideas within compelling narratives. Stories help people visualize and connect with your message on a deeper level.
The Heath brothers weave research from psychology, communication, and marketing with real-world case studies to show how these principles work in practice. Examples range from successful ad campaigns to public health initiatives, illustrating how sticky ideas can drive change and inspire action.
Made to Stick is an essential read for marketers, educators, leaders, and anyone looking to communicate effectively. By applying the SUCCESs framework, readers can ensure their ideas leave a lasting impact, sparking not just attention but meaningful engagement.
