Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck

Made to Stick: Why Some Ideas Take Hold and Others Come Unstuck

4.1 98
by Chip Heath

ISBN-10: 009950569X

ISBN-13: 2900099505692

Pub. Date: 02/28/2008

Publisher: Arrow Books, Limited

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Made to Stick 4.1 out of 5 based on 0 ratings. 98 reviews.
Guest More than 1 year ago
I am a recently converted enthusiast of Made to Stick, and I firmly believe that its principles can be useful in any profession or academic discipline in which the communication of ideas is vital. Chip Heath and Dan Heath explain ¿why some ideas survive and others die¿ and present six principles that define successful communication ¿ whether one is communicating an idea to impart information, persuade, call to action, or make a lasting impression. They use a simple acronym to convey their central thesis: SUCCESs in communicating ideas is defined by Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories. One of the great strengths of the book is its structure. The Brothers Heath craft the book according to the very theories they are presenting. Their method of communicating about stickiness is itself sticky. The table of contents gives the chapter titles with sound bites for each listed beneath, followed by an introduction, which previews the principles of SUCCESs in conveying ideas. The core chapters ¿ one for each of the six ingredients of stickiness ¿ give further explanation of SUCCESs, with idea ¿clinics¿ at the end of each chapter. Throughout the book, meaningful case studies and practical examples are used to exemplify failure and success in communicating. The epilogue further reinforces the six principles and provides a ¿sticky checklist,¿ and the reference guide at the end includes a simple outline of the book with catchphrases for each principle ¿ a good place to go if you need a quick refresher of the six principles. On the whole, the structure of the book makes it easy for the reader to grasp the main thesis, realize the significance of stickiness, and begin to put their methods into use. The principles of SUCCESs directly apply to my profession in the areas of teaching, preaching, mentoring, and managing. As a pastor, I am challenged to make transcendent ideas accessible and meaningful for my congregation, and Made to Stick has helped give me a framework for how I communicate. I would advocate this book to any teacher or speaker looking for fresh ways of imparting lasting ideas. Furthermore, I would recommend this book as a textbook for introductory communication classes. The sticky ways of the Brothers Heath translate to a sticky book on a sticky subject. You will remember these principles, and your own teaching and speaking and writing will be transformed as you employ these methods.
Anonymous More than 1 year ago
The single most practical and useful book i ever read on this subject.
Anonymous More than 1 year ago
Chip and Dan Heath did a great job of creating a well-organized framework for understanding, recognizing and creating ideas that stick. It's a quick read immediately applicable.
BrynS-D More than 1 year ago
I found the notion of sticky stories very compelling. It has continued to resonate with me as I've recently read Malcolm Gladwell's books... which I think do exactly what Made to Stick recommends. If you need to create a memorable/compelling pitch for anything, read this book first!
SummerEyes More than 1 year ago
Wonderful stories. Surprising research results. Simple and prescriptive. It will forever change the way I think about presentations. Just a plesure to read
M_L_Gooch_SPHR More than 1 year ago
As a corporate director of human resources, I am continually engaged in sharing data with the field and also with my superiors.

The techniques and tips in this book have been successfully deployed in my recent presentations. The improved feedback and real world observations prove that I am doing a better job at communicating our ideas.

I highly recommend this book to anyone that is engaged in a dynamic field such as human resources where the guide posts seem to move each week.

When you have to get it right - EEOC, ADA, FMLA, etc., you want to ensure it sticks. Michael L. Gooch, SPHR
Anonymous More than 1 year ago
This is an interesting well written book. There are great examples of marketing that make you really think. It is amusing but factual. I couldn't put the book down. It has helped me think about my company and what I do in a completely different way
CEJ2200 More than 1 year ago
As a small business owner, it's critical my message get across to my targeted audience. The Heath's provide valid points to current and aspiring entrepreneurs who desire to increase their business prospects, influence potential customers and clients, and gain an advantage over their competitors. The helpful summary section at the end of the book provides a quick reference when needed. If you are having trouble getting YOUR word out, this book would be of great benefit to you.
KimberlyTogman More than 1 year ago
As an executive and career coach, I keep up to date with business trends and books on leadership and development. This book is hands down the one I recommend most to clients who are trying to become more impactful, make better presentations and to present themselves better in an ever more competitive world. The concepts and anecdotes used really drive the points home.
Kkessler5 More than 1 year ago
As an entrepreneur, and an "idea" man, I found this book extremely helpful! I recommend this to anyone out there who tends to have good ideas. This book will help you figure out if your ideas are worth pursuing, and then it will tell you how to go about making them happen successfully! Another book I highly recommend is POP!: Create the Perfect Pitch, Title, and Tagline for Anything by Sam Horn. This book is great for learning how to do exactly what the title says, create perfect pitches, titles, and taglines for anything. These two books have helped me get my business off the ground with a running start!
DarcieHarris More than 1 year ago
As business owners, what we say and how we frame the message is critically important to building a brand. This book is particularly helpful to those involved in any area of marketing. For business consultants & trainers like me, it's particilarly helpful when designing workshop, articles & speeches. But it's also relevant to internal company communication. Many business owners wonder why employees "don't get it" and why they have to repeat themselves with regard to copmany values or key initiatives. Following the Heath brother's specific recommendations will improve all company communication, internal & external. Darcie Harris CEO, EWF International
Guest More than 1 year ago
I develop leaders at a University and I'm always looking for the best books dealing with how to be an effective leader. This book was so good that I'm going to use it as the main textbook for a class I'm teaching in the fall. If what we say as leaders is forgotten, then we just wasted everybody's time therefore, it's of great importance that we ensure our message will stick in the minds of the people we hope to lead. Malcolm Gladwell talk about this in The Tipping Point, but it was probably the weakest chapter of his book. Thankfully Made to Stick was able to expand on the Stickiness Factor and did a much better job of illustrating it than Gladwell did. I strongly disagree with the reviews stating how hard this book was to finish. I didn't find it draggin on, in fact, I had a hard time putting the book down. It was very easy to read and had many references to studies much like The Tipping Point, Blink, or Freakonomics. What made this book better than those is that this book had idea clinics where you could actually practice what they were talking about. These clinics made this book much more applicabale then the others that I mentioned earlier. If you're want to make sure that what you say doesn't go in one ear and out the other, this is the best book you can find.
Guest More than 1 year ago
This book is an elegant masterpiece of simple and crucial insights -- and it's a joy to read. I had assumed that it would be relevant to marketers and their ilk, but I'm amazed how relevant it is to me 'as a university professor'. I will use the book to improve my lectures, my conference presentations, my grad student advising, my scholarly articles, etc. Anybody involved in education will benefit from reading this outstanding book.
Guest More than 1 year ago
This will be the best business book I¿ll read all year. I know that already. And if you need to communicate with other people (who doesn¿t?), it may be one of your top picks also. Made to Stick has the telling subtitle, Why some ideas survive and others die. The main thesis is this: there are ways to package your ideas that allow them to stick in the minds of your audience. Building on a key concept (¿stickiness¿) from Malcolm Gladwell¿s seminal book, The Tipping Point, authors Chip and Dan Heath uncover the anatomy of ideas that embed themselves into the minds and hearts of people. The book is clearly written, very approachable, and filled with memorable examples that, of course, exemplify the main intent of the book. The principles outlined are nothing earth-shatteringly new, but they are presented in such a way as to provide a practical call to arms for more skillful and creative expression. According to the authors, communication that sticks needs to maximize simplicity, unexpectedness, concreteness, credibility, emotional connection, and the use of stories. When you think of some of the world¿s best communicators, you see these practices all over their preserved productions. This is a passion of mine ¿ distilling down to the core idea and expressing it well, whether in writing, public speaking, teaching, or any other format. I see this skill as the key success factor in creating good branding ¿ but I think the principle applies equally to training, copywriting, and even parenting. I recommend this book highly to anyone who seeks to communicate more effectively.
Anonymous More than 1 year ago
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Anonymous More than 1 year ago
B&R made a mess of this order and it cost me another $67 to mail to correct place. Book good. B&R not.y
Anonymous More than 1 year ago
Which of these does not belong? 1. Accepting a drink from a stranger could cost you a kidney. 2. The story of the fox and the grapes. 3. Your employer's strategy. 4. The first time you fell in love. Brothers Chip and Dan Heath collaborated on this book when they found they were looking at a common problem from two points of view. Dan was trying to make better (electronic) textbooks. Chip was studying why some stories had better staying power than others. By combining their experience, the concept of the "sticky" idea was born. Their research found sticky ideas had certain common traits. Dan and Chip write with a light, easy to read style. Using dozens of real-life stories and sprinkling with humor they teach about what makes sticky ideas stick. Along the way we learn heuristics to be SUCCESsful at creating and communicating ideas and messages. You'll have to read the book to learn the six points for SUCCES. I recommend this book to anyone who has an idea worth sharing. I think that includes everyone reading this review. If you teach or lead others, whether formally or informally, I believe this is a must have book. If you haven't guessed by now, the answer is c. It is probably the least memorable, least sticky idea in the list. Read the book to find out how to make it belong.
Anonymous More than 1 year ago
Tunguz More than 1 year ago
Persuasiveness has always been a very important aspect of advertising, politics, and a myriad other professions that rely heavily on the opinions and attitudes of others in order to exist and make an impact on the world. For the better or worse, in modern world an increasing number of professions fall into this category. Weather we are trying to teach someone a new skill, persuade a boss or a colleague, or ace a job interview, we need to be able to present our ideas effectively. We need to make them stick. "Made to Stick" expands on the idea of "stickiness" popularized by Malcolm Gladwell in "The Tipping Point." Brothers Heath have spent many years working in their respective fields - organizational behavior and education - and have jointly come up with their idea of what makes ideas particularly "sticky." Their prescription, and the outline of this book, is organized around the acronym SUCCES (with last s omitted): * Simple -- find the core of any idea * Unexpected -- grab people's attention by surprising them * Concrete -- make sure an idea can be grasped and remembered later * Credible -- give an idea believability * Emotional -- help people see the importance of an idea * Stories -- empower people to use an idea through narrative The book provides many useful examples and anecdotes that make these concepts stand out and become relevant in your own life. In fact, it follows more or less its own prescription, which is one of the reasons why it's such a good read. After going through it I've found myself thinking about making my own writing (and hopefully my Amazon reviews in particular) stickier. One caveat about the books and works of this kind is the same one that has been at the root of all the criticisms of persuasiveness, from Socrates to this day. Just making ideas sticky and memorable does not make them any more relevant or even true. I can think of many examples of sticky ideas in today's culture and politics, and even in this very book, that have gotten much more attention and credibility because of their stickiness. Ultimately, it is our own responsibility to be alert and vigilant for the discrepancies between flowery rhetoric and the content of the message. This has been one constant throughout the history of our culture and society.
Anonymous More than 1 year ago
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cdub113 More than 1 year ago
I read a lot of business building books and this one goes on the must read list. It not only gave me a formula for writing sticky messages, it gave me some real mental breakthroughs in simplicity and concreteness that will make it much easier to communicate our company message. You don't have to have a business agenda to read this book, all you need is a message you want to make stickier.
Anonymous More than 1 year ago