Made to Stick - Business Book Review

Made to Stick, Why Some Ideas Survive and Others Die, by Chip and Dan Heath (Random House) is a well written and thought provoking book. The Heath brothers approach the complex question of why certain ideas stick and others do not. They review a wide variety of examples ranging from fables to TV commercials, university studies to urban legends and conspiracy theories to public-health scares. Along the way, this reader was amused, surprised, entertained and occasionally amazed with the concepts, intricacies and implications of “idea stickiness”.

Made to Stick uses a formula called SUCCESs to help readers better understand the factors contributing to idea stickiness. SUCCESS stands for “Simple, Unexpected, Concrete, Credentialed, Emotional, Story.” The Heath’s review each component of this formula ensuring that the reader clearly understands the fundamental components determining why some ideas stick and others don’t. They begin their book with an urban legend about a man visiting a town for a convention and winding up in a bathtub of ice. I can’t divulge more since it a great anecdote for those unfamiliar with this tale, but thoroughly enjoyed this beginning and found both this example and the rest of the book to stick with me.

Made to stick examines ideas from both a research perspective and a real world scenario view resulting in a pragmatic and thought provoking review of the six key qualities which result in ideas sticking, sometimes for years, decades or even millennium. Have you have ever pondered why Aesop’s fables have been around so long, or Brothers Grimm fairy tales are so pervasive across many countries and cultures? If you want to learn about the Mother Theresa effect, find out why it was necessary for scientists to drink bacteria which cause ulcers, learn why body bags can result in anti-smoking message stickiness with children, or how you can make your business messaging stickier, you should read Made to Stick. It’s an entertaining and informative read.

Made to Stick - Business Book Review