So, If you want your ideas to be effectively understood, remembered, and passed on, then this is the book for you. Furthermore, it looks at how we can design our communication so that people notice, care, and act on what we tell them. Made to Stick lays out the most important characteristics of 'stickiness,' and explores what makes ideas 'stick' in our minds. The premise of stickiness is finding out why some ideas stick in the mind, while others don't. Both men were impressed by the concept of 'stickiness,' which Malcolm Gladwell explained in his book, The Tipping Point. His brother Chip, is a social science professor at Stanford. So, what does this tell us?ĭan Heath is an educational publisher, who has studied what makes teachers effective. However, between the kidney heist story, and the jargon, which is the easier to re-tell? Most of us could remember the details of the story, and almost none of us would remember the jargon-laden quotation. It's an extreme comparison, because the kidney harvesting story is very compelling. 'Comprehensive community-building naturally lends itself to a return-on-investment rationale that can be modeled drawing on existing practice…' Now let's look at jargon, through the following quote. When he calls emergency services, and explains what has happened, the operator says, 'Sir, don't panic, but one of your kidneys has been harvested.' He has a wound in his back with a tube sticking out.

This is the last thing that he remembers, until he wakes up the following morning in a bathtub full of ice.

He's then approached by an attractive woman who asks him if he'd like another. So settle in for storytime.Ī guy goes into a bar in an unfamiliar city, and orders a drink. Let's check this out by comparing a story with jargon. And narratives are a lot more memorable than complex jargon? Why is it that solid fact-based information has a hard time gaining momentum, yet ridiculous conspiracy stories keep circulating, with no resources whatsoever to support them? It's because they're compelling narratives. We often see this in the world of conspiracy theories. Ideas stick if we harness the power of narrative and storytelling. The central question of Made to Stick is why some ideas gain traction, and others fall by the wayside? In the world of ideas, while substance matters, spin and presentation are absolutely critical. So why should our ideas be any different? Have you ever stopped to wonder why some products sell better than others? Most often than not, it all comes down to packaging.

Heath brothers made to stick