[Review] Made to Stick: Why Some Ideas Survive and Others Die (Chip Heath) Summarized

Made to Stick: Why Some Ideas Survive and Others Die (Chip Heath)

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These are takeaways from this book.

Firstly, The SUCCESs Model, The crux of 'Made to Stick' lies in the SUCCESs model, an acronym that stands for Simple, Unexpected, Concrete, Credible, Emotional, and Stories. Each component serves as a pillar in crafting ideas that stick. Simple isn’t about dumbing down; it's about zooming into the core of the message. The Unexpected element involves breaking patterns to grab attention. Concrete entails using specific facts or images rather than abstract concepts. Credibility comes from sources or details that bolster the truth of the idea. Emotional impact makes people care, and Stories drive action by encapsulating all the other elements in a compelling narrative. This model is a lens through which the Heaths examine successful ideas, offering insights into how these elements can transform a mediocre suggestion into a memorable, impactful one.

Secondly, Simplicity, The principle of Simplicity in the SUCCESs framework cuts through the complexity that often clouds communication. It’s about finding the core of the idea and presenting it in a way that is both accessible and impactful. This doesn’t mean reducing information to the point of loss of fidelity but rather stripping away the superfluous to make the essential message shine. The authors illustrate this with examples like Southwest Airlines’ positioning as the “low-fare airline,” highlighting how a complex operational model can be communicated with a simple, memorable message. This section of the book not only offers strategies for distilling messages but also cautions against the dangers of oversimplification, emphasizing the balance between clarity and completeness.

Thirdly, Unexpectedness, The pillar of Unexpectedness deals with capturing attention and maintaining interest. Ideas that stick often defy norms or break patterns, jolting the audience out of complacency. The Heaths suggest that to make an idea sticky, one must first identify the aspects of the message that are counterintuitive or surprising. Then, by using this element of surprise, a connection can be made to the broader message or lesson. They provide actionable tactics for creating surprise, such as starting with common misconceptions or employing playful teasers that intrigue the audience. Unexpectedness, when used effectively, acts as a hook that draws people in, making them more receptive to the idea being presented.

Fourthly, Concreteness, Concreteness in communication means using specific facts, figures, and examples instead of abstract language. This concept is pivotal in 'Made to Stick' as it helps bridge the gap between idea and understanding. By leveraging concrete details, ideas become more vivid and, therefore, easier to remember. The Heaths underscore the importance of sensory details and tangible elements in making messages memorable. They argue that abstraction is the enemy of appreciation and by grounding ideas in concrete reality—such as the “Jared from Subway” story—they become relatable and compelling. This section is particularly enlightening as it provides numerous examples of how abstract missions can be communicated through tangible actions or symbols.

Lastly, Emotion and Stories, Emotion and Stories are intertwined elements in making ideas sticky. Emotions transform apathy into interest and action, turning theoretical messages into personal missions. Stories, then, are the vehicles that carry these emotional messages. They encapsulate the other elements of SUCCESs, making the idea not only memorable but also actionable. The Heath brothers delve into the different types of stories—success, failure, and transformation—and illustrate how each can be used to inspire, caution, or guide. By drawing from examples like Jared Fogle’s weight loss journey or the ‘kidney thieves’ urban legend, they demonstrate how stories can vividly illustrate complex ideas or principles, making them resonate on a deeply personal level. This section emphasizes the power of narrative in encoding messages into our social and individual psyches.