Ideas are slippery. We spend countless hours crafting them, shaping them, and presenting them—only to watch them fade into the background like forgotten whispers. So how do we make them stick? How do we ensure our messages resonate with our audience, leaving a lasting impact instead of being filtered out by the endless noise of daily life?
Enter Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath. This groundbreaking book explores the anatomy of “sticky” ideas—concepts that latch onto our minds and refuse to let go. Whether you’re a teacher, a manager, or a marketer, the lessons from this book are invaluable.
The Power of Stickiness: Why Some Ideas Last
Think about it: you probably remember your childhood home vividly, right? Or JFK’s audacious goal to land a man on the moon? Or maybe a proverb your grandmother used to say, like “A bird in the hand is worth two in the bush.” These aren’t just random memories—they’re examples of sticky ideas.
Sticky ideas share specific traits that make them memorable and influential. The Heath brothers identified six principles that underpin these enduring concepts:
- Simplicity
- Unexpectedness
- Concreteness
- Credibility
- Emotion
- Stories
By harnessing these principles, you can transform even the most abstract or complex idea into something that stays with your audience long after the conversation ends.
Breaking It Down: The Six Principles of Sticky Ideas
- Simplicity
At its core, simplicity is about distilling your message to its essential truth. As the Heath brothers put it, “It’s not about dumbing things down; it’s about prioritizing.” Think of proverbs—they pack profound truths into just a few words, like “A stitch in time saves nine.” - Unexpectedness
People pay attention when they’re surprised. JFK’s 1961 declaration to put a man on the moon was shocking, not just because of its ambition but because it challenged the status quo. Creating a “knowledge gap” (the curiosity of wanting to know how) is a surefire way to hook your audience. - Concreteness
Abstract ideas are slippery, but concrete ones stick. Your childhood home is etched in your memory because it’s tangible—its layout, its smells, the color of the walls. If you want your audience to remember, paint vivid pictures with your words. - Credibility
Ideas need trust to stick. Whether it’s an authority figure, hard data, or a personal story, credibility anchors your message in believability. - Emotion
People don’t remember facts; they remember how they feel. Tapping into emotions—whether it’s excitement, empathy, or even frustration—makes your idea personal and memorable. - Stories
Humans are hardwired for storytelling. As the Heaths say, stories are like “flight simulators for the mind,” helping us prepare for real-world challenges. Think of the Xerox repairmen sharing tales of tricky machine malfunctions over lunch—those narratives teach, prepare, and stick.
Applying the Lessons: Making Ideas Work for You
From Fortune 500 CEOs rallying employees behind a vision to healthcare workers advocating life-saving habits, the ability to make ideas stick is universal. It’s the teacher explaining a complex concept in a memorable analogy, the marketer crafting a slogan that becomes iconic, or the parent sharing a moral lesson that a child carries for life.
As Chip and Dan Heath explain, anyone can make their ideas stickier. It’s not about being the loudest in the room; it’s about being the most resonant.
Conclusion: Sticky Ideas Change the World
Made to Stick isn’t just a book—it’s a toolkit for anyone with a message. Whether you’re pitching a groundbreaking product, delivering a TED Talk, or teaching a room full of students, the six principles of stickiness can help you inspire, engage, and persuade.
As the Heath brothers emphasize, the magic lies in understanding why ideas stick and applying those lessons to your own. So next time you’re crafting a message, ask yourself: Is it simple? Does it surprise? Is it concrete? Does it feel credible? Will it stir emotions? And most importantly, does it tell a story?
Because in the end, sticky ideas don’t just survive—they thrive.
Where to Start
If you’re ready to transform your ideas, pick up Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath (Random House, 2007). Your ideas—and your audience—will thank you.
Further Reading:
- Words That Work by Frank Luntz
- Story by Robert McKee
- The Art of the Start by Guy Kawasaki
