Review: Chip Heath & Dan Heath – Made to Stick (S)

Made to Stick
Why Some Ideas Survive and Others Die
Chip Heath & Dan Heath

“In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, we discover that sticky messages of all kinds–from the infamous “kidney theft ring” hoax to a coach’s lessons on sportsmanship to a vision for a new product at Sony–draw their power from the same six traits.”

For a book on how to make ideas stick, and be remembered, I don’t think I remember much at all. It probably didn’t help that I listened to it on and off in the car over a period of time. In saying that, there were only 1 or 2 times when I really just wanted to keep listening to it, so clearly it didn’t hook me in much either.

It wasn’t too bad, there were good pointers, tips and points throughout. Unfortunately, I think nothing is exceptionally great either. The core idea is that: in order for a message to be ‘sticky’ it has to combine these 6 characteristics:

  1. Simple
  2. Unexpected
  3. Credibe
  4. Concrete
  5. Emotional
  6. Story

There were some really great in depth sub story case studies in it which I loved. Sadly, not all of them were great and I don’t think they linked well to the overall messages. The message ended up being repetitive but also lost in what the point was. I’m still unsure on who the target market is. Maybe professionals in marketing/advertising?

I don’t think it had a lasting impact for me. A lot of things mentioned here are common sense and repeated in other books. I don’t think there is any extra knowledge in this book that sticks. 3 stars.

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