Made to Stick

Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath
My rating: 4 of 5 stars



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Made to Stick is an inspiring book about how some things stay and how some others don't.

The book's outline follows the acronym "SUCCES" (with the last s omitted). Each letter refers to a characteristic that can help make an idea "sticky":

• Simple — find the core of any idea
• Unexpected — grab people's attention by surprising them
• Concrete — make sure an idea can be grasped and remembered later
• Credible — give an idea believability
• Emotional — help people see the importance of an idea
• Stories — empower people to use an idea through narrative

“The first problem of communication is getting people's attention.”  

“To make our communications more effective, we need to shift our thinking from "What information do I need to convey?" to "What questions do I want my audience to ask?”