Made to Stick: Why Some Ideas Survive and Others Die
In a world flooded with information and competing messages, creating ideas that resonate and endure is more critical than ever. In Made to Stick: Why Some Ideas Survive and Others Die, brothers Chip and Dan Heath explore why some ideas stick while others fade into obscurity. Drawing from over a decade of research, the Heaths introduce the SUCCESs model—a practical framework designed to make ideas more understandable, memorable, and impactful. This blog post delves into the core principles of the SUCCESs model and offers actionable insights for anyone looking to craft compelling and enduring ideas.
Who May Benefit from the Book
- Marketers and advertisers aiming to craft impactful campaigns
- Teachers and educators seeking to make lessons memorable
- Public speakers and storytellers wanting to captivate audiences
- Entrepreneurs pitching new products or ideas
- Writers, bloggers, and content creators improving communication clarity
Top 3 Key Insights
- Simplicity Wins: Cut through clutter and focus on the core idea.
- Surprise Works: Break patterns to grab and hold attention.
- Concrete Beats Abstract: Use vivid, specific details to anchor memory.
4 More Lessons and Takeaways
- Credibility Builds Belief: People believe stories backed by experts or vivid, testable details.
- Emotion Drives Action: Ideas that touch hearts stick better than those appealing only to logic.
- Stories Simulate and Inspire: Stories act like flight simulators for decision-making and behavior.
- Avoid the Curse of Knowledge: Experts must simplify ideas for non-experts to understand and relate.
The Book in 1 Sentence
Made to Stick shows how to make ideas unforgettable using the SUCCESs model: Simple, Unexpected, Concrete, Credible, Emotional, and Stories.
The Book Summary in 1 Minute
Some ideas spread fast and last long, while others fade. Made to Stick explains why. The Heath brothers introduce the SUCCESs framework—Simple, Unexpected, Concrete, Credible, Emotional, Stories—as the blueprint for sticky ideas. Each element helps make a message more memorable, believable, and inspiring. With real-life examples—from anti-smoking ads to urban legends—the book proves that stickiness isn’t luck. It’s about structure. Anyone can learn to make their ideas stick by cutting clutter, surprising the audience, grounding abstract thoughts in concrete terms, building trust, appealing to emotion, and telling meaningful stories.
The Book Summary in 7 Minutes
How do we make ideas stay in people’s minds? The Heath brothers offer a clear path. Their SUCCESs model outlines six traits that make ideas memorable. Let’s explore each one with examples and strategies.
The SUCCESs Principles
At the heart of Made to Stick are six principles encapsulated by the acronym SUCCESs. These principles serve as a checklist for creating ideas that capture attention and leave a lasting impression. Here’s a detailed look at each principle:
1. Simplicity: Finding the Core
Simplicity is more than just using fewer words—it’s about distilling an idea to its essence. To achieve simplicity:
- Strip the Message to Its Essence
- A sticky idea starts with clarity. Don’t overload with facts. Find the single most important message. This is your core.
- Example: The Army uses “Commander’s Intent” to give soldiers a simple objective. This allows flexibility while staying focused.
- Compact and Profound
- Use short, powerful statements. Think like a proverb. Southwest Airlines uses one phrase—“THE low-fare airline”—to guide all decisions, from seating to snacks.
For instance, the proverb “Do unto others as you would have them do unto you” is a model of simplicity. It conveys a profound idea in a compact form. The Heath brothers suggest tools like high-concept pitches, analogies, and metaphorical language to help distill ideas into their core essence.
2. Unexpectedness: Getting and Retaining Attention
To capture and maintain attention, an idea must be:
- Surprise Shakes People Awake: We notice what breaks the pattern. Unexpected elements force people to pay attention. Start with something that violates expectations.
- Example: A teacher trains journalism students by saying, “There will be no school next Thursday”—not what they expected.
- Curiosity Keeps People Hooked: Once attention is grabbed, keep it by revealing information slowly. Open a knowledge gap. Then close it.
- Example: Mystery novels succeed by feeding curiosity. Apply the same technique to your messaging.
Creating surprise involves breaking expectations, while sustaining interest requires providing additional layers of engagement. Techniques for achieving this include using shocking statistics, intriguing anecdotes, or unexpected twists in your communication.
3. Concreteness: Making Ideas Clear
Concrete ideas are easier to understand and remember than abstract concepts. To enhance concreteness:
Specific Beats Abstract
Avoid vague words. Use sensory details and examples people can imagine. Instead of “excellent service,” say, “gift-wrapping a Macy’s item at Nordstrom.”
Make Numbers Stick
Statistics don’t work alone. Give them meaning.
Example: Instead of “37 grams of fat,” say “as much fat as three full meals in one bucket of popcorn.”
Use Analogies
Analogies connect new ideas with things people already understand. Disney calls its employees “cast members.” That changes behavior.
Abstract ideas can be challenging because they lack concrete details, making them open to interpretation. By focusing on concrete elements, you ensure that your audience can clearly understand and recall your message.
4. Credibility: Making Our Ideas Believable
For an idea to gain traction, it must be credible. This can be achieved by:
Use Trusted Sources
People believe experts. Or even anti-experts—like a smoker dying of cancer—can be more convincing.
Vivid Details and Testable Claims
Specifics make claims believable. Give people ways to test your message.
Example: “Where’s the beef?” let people see the size of burgers for themselves. That’s testable credibility.
The Sinatra Test
One example can be enough. If you can succeed at one place, you can succeed anywhere. Find that standout proof.
The Heath brothers discuss techniques such as the Sinatra Test, which involves proving that the idea works in at least one real-world instance, and using relatable human-scale examples to build credibility.
5. Emotions: Getting People to Care
Tap Self-Interest
Tell people why it matters to them. Not just survival needs, but identity and aspirations.
Example: In Iraq, a cook motivated staff by saying they were “in charge of morale,” not just food.
Identity Matters
People act in line with who they think they are. Shape your message to fit their identity.
Example: “Don’t Mess with Texas” worked because it appealed to state pride, not environmental guilt.
Power of One
People care more about a single child than statistics. Use one relatable case to make your point hit home.
By addressing emotional needs and personal values, you can drive people to care about and act on your ideas.
6. Stories: Motivating People to Act
Stories help people visualize and mentally practice actions, making it easier to follow through. They also inspire by connecting with the audience on an emotional level and demonstrating how others have succeeded.
Stories Are Mental Simulators
They let people rehearse and imagine. That prepares them to act. Stories show, not just tell.
Three Types of Effective Stories
Challenge Plots: Beating the odds (e.g., David vs. Goliath)
Connection Plots: Bridging divides (e.g., a stranger helping another)
Creativity Plots: Solving problems in new ways (e.g., Newton’s apple)
Spot and Share Sticky Stories
You don’t need to invent them. Look for stories that carry your message and share them often.
Example: Subway’s Jared story wasn’t created—it was discovered and then shared.
Curse of Knowledge – The Silent Barrier
Experts forget what it feels like to be a beginner. That’s the Curse of Knowledge. It causes confusion and disconnect.
Strategies to Overcome It
- Use analogies and simple terms
- Test your message with outsiders
- Assume the listener knows less than you think
- Stick to SUCCESs elements to stay grounded
The SUCCESs Checklist at a Glance
| Principle | What It Means | Key Example |
|---|---|---|
| Simple | Core idea, expressed clearly | “It’s the economy, stupid” |
| Unexpected | Surprise to grab attention | Shocking anti-smoking ads |
| Concrete | Sensory-rich, specific | Popcorn’s fat content as a meal |
| Credible | Trustworthy details or figures | “Where’s the beef?” campaign |
| Emotional | Hits identity or personal interest | “Don’t Mess with Texas” |
| Stories | Real or metaphorical for simulation/inspiration | Jared from Subway |
The Book in Just 20 Words
Craft ideas that captivate with clarity, surprise, and emotion. Build credibility, offer concrete details, and inspire with compelling stories.
Quotes from Made to Stick
- “To strip an idea down to its core, we must be masters of exclusion. We must relentlessly prioritize.”
- “People are tempted to tell you everything, with perfect accuracy, right up front, when they should be giving you just enough info to be useful, then a little more, then a little more.”
- “Unexpected ideas, by opening a knowledge gap, tease and flirt. They mark a big red X on something that needs to be discovered by does not necessarily tell you how to get there.”
- “Trying to teach an abstract principle without concrete foundations is like trying to start a house by building a roof in the air.”
- “Stories are like flight simulators for the brain.”
- “A strategy is, at its core, a guide to behaviour…A good strategy drives actions that differentiate the company and produce financial success.”
Conclusion
Made to Stick by Chip and Dan Heath provides a comprehensive guide to making ideas memorable and effective. By applying the SUCCESs principles—Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories—you can craft ideas that not only stick but also inspire action and change. Whether you’re looking to communicate more effectively in business, education, or everyday life, these principles offer valuable tools for creating impactful and enduring messages.
For a deeper dive into the SUCCESs model and additional strategies for implementing these principles, explore the Heath brothers’ full book.