Made to Stick – Why Some Ideas Survive and Others Die by Chip and Dan Heath is a book that I had been meaning to read for a while, as it is promoted as a great supplement to one of my favourite books of all time: The Tipping Point by Malcolm Gladwell.
The book revolves around six key qualities of an idea that is made to stick, conveniently creating the acronym SUCCESs. The principles are:
For students of marketing and advertising, there is nothing new in these principles. But the book is definitely worth a read simply for the engrossing case studies used, including an analysis of the infamous “kidney-theft ring” urban legend.
In this respect the Heath’s writing style borrows heavily from Gladwell, and that is not a bad thing! It is clear that Chip and Dan Heath are following their own advice in the use of stories to increase the chances that their ideas stick.
Here is a great clip of Chip and Dan telling some stories from the book.
Buy, borrow, or steal this book. Or just read this executive summary.
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