Summary of "Made to Stick: Why Some Ideas Survive and Others Die"
In "Made to Stick: Why Some Ideas Survive and Others Die," authors Chip Heath and Dan Heath explore the reasons why some ideas stick in our minds and have a lasting impact, while others quickly fade away. The book provides a framework for creating ideas that are "sticky," and can be remembered and acted upon, even in the face of competing ideas and distractions.
One of the key insights in the book is that sticky ideas are often simple, unexpected, concrete, credible, emotional, and story-based. These six attributes, which the authors collectively call "SUCCESs," provide a useful framework for thinking about the creation and dissemination of ideas.
One of the most important components of stickiness is simplicity. The authors argue that sticky ideas are usually stripped down to their core essence and are easy to understand, even for people who are not experts in a particular subject. They explain that it is essential to find the core of an idea and express it in a clear, concise way.
Unexpectedness is another key element of stickiness. The authors explain that when an idea is unexpected, it captures people's attention and holds their interest. They provide the example of an advertisement that promotes a birth control pill as a means of freeing women to pursue their dreams. This idea was unexpected because it went against the typical message of birth control as a means of preventing pregnancy.
Concreteness refers to the degree to which an idea can be grasped and understood by the average person. The authors explain that ideas that are concrete, meaning they are rooted in sensory information that is easy to remember, are more likely to stick in people's minds. They provide the example of the idea "A picture is worth a thousand words," which is concrete because it is rooted in the idea of visual communication.
Credibility is an essential component of stickiness because people are more likely to accept an idea if they believe it is credible. The authors explain that credibility can be established through the use of experts, statistics, and other forms of evidence. They also explain that credibility can be undermined if the source of an idea seems biased or if the evidence is not trustworthy.
Emotion is a critical factor in determining whether an idea will stick. The authors explain that people are more likely to remember an idea if it elicits an emotional response, such as joy, fear, or anger. They provide the example of the "This is your brain on drugs" campaign, which was successful because it elicited a strong emotional response, making it more memorable.
The final component of stickiness is story-based. The authors explain that stories are a powerful way of communicating ideas because they engage people on an emotional level and help to make abstract concepts concrete. They provide the example of the "Harvard of Thorns," a story about a South African farmer who fights against apartheid, as an example of a story-based idea that has a lasting impact. The authors argue that incorporating stories into the creation and dissemination of ideas can make them more memorable and effective.
In conclusion, "Made to Stick: Why Some Ideas Survive and Others Die" provides small business owners with a useful framework for creating ideas that are memorable and impactful. By focusing on the six elements of SUCCESs, small business owners can improve their chances of creating ideas that stick in the minds of their target audience and drive action. The book is a must-read for anyone looking to create and communicate ideas that have a lasting impact.
So, if you're a small business owner looking to create ideas that stick and have a lasting impact, get your hands on a copy of "Made to Stick: Why Some Ideas Survive and Others Die" today!