Made to Stick Book Review
Summary ratings: 3 stars
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Published: February 09, 2008
In Made to Stick, Chip and Dan Heath provide evidence-based research that explores what makes some ideas memorable. The authors present a guide to developing sticky ideas and overcoming our own limitations created by specialization or over-education.
The authors make clear that ideas that persist and succeed share a set of common traits including simplicity, unexpectedness, concreteness, credibility, emotions, and stories. The six principles, compacted into the acronym SUCCESs, serve as a blueprint for making one’s own ideas more effective and memorable.
Made to Stick is full of examples, both large and small, from marketing campaigns of the last few decades. These examples, and engaging writing, make the book an enjoyable read. The authors intend their book to be an active experience for their readers. To that end, the authors include “Idea Clinics” in each chapter as exercises in seeing how ideas can be made more memorable and stickier. The Idea Clinics model the process of making ideas stickier. The Idea Clinics are a place for the reader to apply the ideas presented in the book. Finally, the authors include an “Easy Reference
Guide” at the end of the book as a resource for the tools and ideas described in the text.