Introduction
“Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath explores the qualities that make ideas memorable and impactful. Drawing on a wealth of examples and research, the Heath brothers introduce the SUCCESs model, a framework that outlines six principles of “stickiness”: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories. This book offers practical advice for making ideas more compelling and enduring, whether in business, education, or everyday life.
Chapter 1: Simple
The first principle of making ideas stick is simplicity. The Heath brothers argue that the core of any idea should be distilled to its essence, stripping away unnecessary details. They highlight the example of Southwest Airlines, which succeeded by focusing on a simple core idea: “The low-fare airline.” By consistently adhering to this principle, Southwest was able to maintain its competitive edge.
Another example is the “Commander’s Intent” used in military operations, where the complex details of a mission are boiled down to a simple, clear statement of the mission’s goal. This allows soldiers to adapt and make decisions in the field while staying aligned with the overall objective.
Chapter 2: Unexpected
To grab and hold attention, ideas must incorporate elements of surprise and unpredictability. The Heath brothers illustrate this with the story of Nordstrom, known for its exceptional customer service. One memorable anecdote involves a Nordstrom employee who took back a set of tire chains, even though Nordstrom doesn’t sell tire chains. This unexpected act of service became a powerful, sticky story that exemplified the company’s commitment to customer satisfaction.
The authors also discuss how surprising statistics or counterintuitive facts can capture attention. For instance, a public health campaign effectively conveyed the dangers of smoking by revealing that smoking a single pack of cigarettes can cost a smoker 14 minutes of life, a stark and unexpected figure.
Chapter 3: Concrete
Concrete ideas are more likely to stick because they are easier to understand and remember. The Heath brothers stress the importance of using vivid, sensory details to make ideas tangible. They cite the example of the “brown eyes, blue eyes” exercise conducted by Jane Elliott, a third-grade teacher who used eye color to simulate racial discrimination. By giving students a concrete experience of prejudice, Elliott’s lesson made a lasting impact.
Another example is the case of Subway’s “Jared” campaign. Jared Fogle lost weight by eating Subway sandwiches, and his concrete, personal story made the abstract concept of healthy eating relatable and memorable. His transformation was vividly illustrated by the pants he used to wear, which became a powerful, concrete symbol of his weight loss journey.
Chapter 4: Credible
Credibility is crucial for making ideas stick, and it can be established through external validation, internal consistency, or personal experience. The Heath brothers discuss the “Sinatra Test,” named after Frank Sinatra’s song “New York, New York,” which includes the line, “If I can make it there, I’ll make it anywhere.” If an idea can succeed in one critical test case, it gains credibility everywhere.
They also highlight the importance of using concrete details to enhance credibility. For example, anti-smoking campaigns that used real-life stories of former smokers, such as Terrie Hall, who shared her experience of living with the consequences of smoking, provided powerful, credible testimony.
Chapter 5: Emotional
To make ideas stick, they must evoke emotions. People are more likely to remember and act on ideas that connect with their feelings. The Heath brothers emphasize the power of appealing to self-interest and the broader sense of identity and values.
An example is the “Don’t Mess with Texas” anti-littering campaign. By appealing to state pride rather than using guilt or logical arguments, the campaign successfully reduced littering. The slogan resonated emotionally with Texans, turning the act of keeping the state clean into a matter of personal pride.
The Heath brothers also discuss how charities use emotional appeals to drive donations. They reference a study showing that people are more likely to donate when they hear the story of one identifiable child in need rather than abstract statistics about a large group of people.
Chapter 6: Stories
Stories are powerful tools for making ideas stick because they engage listeners and illustrate concepts in a relatable way. The Heath brothers explain that stories act as mental simulations, helping people understand and remember ideas by placing them in a narrative context.
One example is the story of the “Chicken Soup for the Soul” series. Jack Canfield and Mark Victor Hansen used compelling personal stories to convey universal truths and life lessons, making their books immensely popular and memorable.
The Heath brothers also highlight the importance of using different types of stories: challenge plots, connection plots, and creativity plots. They share the story of the Nordstrom tire chains incident again, as it not only captures attention with its unexpectedness but also illustrates the company’s values through a narrative.
Conclusion
“Made to Stick: Why Some Ideas Survive and Others Die” by Chip Heath and Dan Heath offers a practical framework for creating memorable and impactful ideas. By following the SUCCESs model – Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories – individuals and organizations can craft messages that resonate and endure. The book is filled with compelling examples and actionable advice, making it an essential read for anyone looking to communicate more effectively and make their ideas stick.