Book Review: Made to Stick

Made to StickMade to stick is an absolutely brilliant book with tons of useful ideas and lessons. The concepts that Chip and Dan Heath teach in this book are usable in any context where you want to convey an idea to someone else.

I consider this book to be a must read for anyone that writes, or does public speaking, all teachers, and marketing professionals. Just about everyone can get something out of it.

The book is structured around SUCCESs:

Simple
Unexpected
Concrete
Credible
Emotional
Stories

A message that has these 6 elements is likely to be much more memorable so long as it avoids the “curse of knowledge“.

The authors have tons of little anecdotes to share throughout the book. They examine Jared’s Subway advertisements, Aesop’s fables, and why Halloween was changed forever in the 80’s. The vast variety of stories really gets the point across. At the end of the book they review all the ideas quickly, by mentioning just the key phrases from each story. With each phase you realize just how much context you’re remembering.

For example, one of the stories to explain the Simple concept is about Clinton’s campaign slogan “It’s the economy, stupid.” The book tells the story about how one of the people on the campaign came up with three different ideas. Only “it’s the economy, stupid” really stuck. The simplicity of the message really resonated with voters and made a huge impact on the election results. At the end of the book they just have to mention the phrase “it’s the economy, stupid” and you get the point immediately.

The book is a goldmine for good ideas, excellent discussion points, fun stories, and interesting perspective. I had a hard time not talking about it with my girlfriend who wanted to read it after I’d finished.

Definitely check this one out.