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Made to Stick

Chip Heath

Made to Stick

by Chip Heath

Made to Stick

Chip Heath

5 min
3 key insights
Visual, audio & text

Made To Stick examines advertising campaigns, urban myths and compelling stories to determine the six traits that make ideas stick in our brains. You don't just know why you remember some things better than others, but you can also spread your own ideas more easily among the right people.

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Made to Stick

by Chip Heath

Made to Stick

Chip Heath

Overview

Some siblings just play extraordinarily well together. Like Chip and Dan Heath, who both turned out to thrive in an academic environment, ending up teaching at Stanford Graduate School of Business and Duke University, respectively.

If you had a brother and you both taught business at two of the most prestigious schools of the country, what would you do? Of course, write a book about business! They've done just that. Three times.

Made To Stick was their first book, which ended up being translated into 25 languages. Often mentioned in the same breath with absolute bestsellers like The Tipping Point or Built To Last, it describes a simple way of getting others to pay attention to your ideas.

Chip and Dan found six simple traits all sticky ideas share. They give us a simple acronym to remember them: "SUCCES"

Your ideas should be:

  1. Simple
  2. Unexpected
  3. Concrete
  4. Credible
  5. Emotional
  6. Stories

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Favorite Quote

"The most basic way to get someone's attention is this: break the pattern"

Chip Heath

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Made to Stick

Chip Heath

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