Made to Stick
by Chip Heath and Dan Heath•2007
336 pages
In "Made to Stick", Chip and Dan Heath deconstruct why certain ideas survive and spread while others quickly fade, introducing the SUCCESs framework: Simple, Unexpected, Concrete, Credible, Emotional, and Stories.
Drawing from diverse fields including psychology, communication, and marketing, the authors reveal how to transform complex concepts into memorable, impactful messages that capture attention and drive understanding.
Their approach provides a systematic method for professionals, educators, and communicators to craft ideas that "stick" in people's minds, making abstract or challenging information more accessible and compelling.
Key ideas
To make ideas stick, find the core message and communicate it in the simplest possible terms. Strip away excess information until you reach the most essential idea.
The book introduces the concept of 'finding the core' through the story of a journalist who developed the inverted pyramid style of writing. This approach puts the most important information first, followed by supporting details in decreasing order of importance. The classic example from the book is the military's 'Commander's Intent' - instead of detailed battle plans, they focus on the core mission. For instance, rather than providing extensive tactical details, a Commander's Intent might simply state 'Break through enemy lines and secure the bridge.' This principle extends beyond military applications to any situation requiring clear communication. In business presentations, political campaigns, or educational settings, starting with the core message helps ensure the main point isn't lost in excessive detail.
Chapter 1: Simple
Communicate your key point clearly
Write your main message in one sentence. Then reduce it to half the words. Finally, challenge yourself to express it in 15 words or less.
Who should read this book?
- Business leaders and managers seeking to improve internal and external communication strategies
- Marketing and communications professionals looking to create more compelling messaging
- Educators and trainers wanting to make complex information more engaging and memorable
Why It Matters
The book addresses a critical challenge in communication across multiple domains: how to make ideas memorable and persuasive.
By bridging academic research with practical strategies, "Made to Stick" has influenced fields ranging from business communication to educational design.
Its framework has been adopted by organizations seeking more effective messaging, helping leaders and communicators translate complex information into understandable, engaging narratives.
While the book provides valuable insights, it is not a universal solution and works best when adapted to specific contexts.
Academic researchers have both praised its accessible approach and critiqued some oversimplifications of communication theory.
Comparable works like Malcolm Gladwell's "The Tipping Point" explore similar terrain, but the Heaths offer a more structured, actionable methodology for idea transmission.