Made to stick
by Chip and Dan Heath
In "Made to stick" Chip and Dan Heath are explaining why some ideas die and others survive? 👇👇👇
Ideas that spread have two qualities:
- They are memorable.
- People are eager to pass them forward.
Principles of the book summarized with the acronym SUCCESs.
A sticky idea must be SIMPLE.
Too many details are counter-productive.
A sticky idea must be UNEXPECTED.
The brain is on autopilot; to get attention, surprise.
Sticky Ideas are CONCRETE.
Make things easier to understand.
A sticky idea must be CREDIBLE.
If an audience can personally verify your message, it is particularly credible.
EMOTIONAL appeals inspire people to action.
Facts and figures are not as sufficient as pictures that move people.
A sticky idea has a STORY.