Made to Stick: Why Some Ideas Survive and Other Die

made_to_stick_cover

Complementary to Malcolm Gladwell’s best-selling “The Tipping Point“, the authors, brothers Chip and Dan Heath, offer a very practical guide to effective communication that is different from the other mainstream views.  The 6 critical elements to make ideas stick (called “stickiness” which Gladwell first coined in his book) are:

  1. Simplicity
  2. Unexpectedness
  3. Concreteness
  4. Credibility
  5. Emotions
  6. Stories

The initial letters spell out “success” — well, almost.  As with other books in this genre (it also has a sub-title “Why Some Ideas Survive and Other Die” like The Tipping Point and others), Made to Stick gives a number of interesting examples, stories and research.  The one I remember most is JFK stirring call to “land a man on the moon and return him safely to the earth within a decade” compared with what a typical CEO’s strategic, but uninspiring, statement would have been.

I need to make use of these concepts into my usually boring blog posts so it “sticks” with you 🙂

Next books to read are Tom Friedman’s “Hot, Flat and Crowded” and Malcolm Gladwell’s “Outliers: The Story of Success“.

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