Made to Stick: Why Some Ideas Survive and Other Die
by: Chip Heath and Dan Heath

Did you know that “Nice guys finish last” was a misquote from a baseball manager? A “sticky” idea, no matter if it was intended or not, can help you be SUCCESsful – as long as it still communicates your core values and message. The book gives 5 ways that, combined, can give you the best chance of creating an idea that is made to stick.

• Simple – How can you tell if something is simple enough to stick? “Perfection is achieved, not when there is nothing more to add, but when there is nothing left to take away.” – Antoine de Saint-Exupery. Define and describe your core message in as few words as possible, maybe with alliteration or something catchy, to find its essence. The authors gave the example: Alien is Jaws on a spaceship. Genius!
• Unexpected – A great way to surprise your audience is to do a twist on an already sticky and popular quip like “The only constant is change…” (Isaac Asimov). Knowing the knowledge base of your audience is key to surprising them. Humans know what the color blue is and what bubblegum tastes like so when a girl in Charlie and the Chocolate Factory turns blue from roast beef flavored gum, we remember it!
• Concrete – To be concrete you need to keep to the facts. A goal of being the “best” or “most efficient” can mean different things to different people. Using words like “bigger than Google” or “99 cents cheap” however creates common ground. Many times putting yourself in someone else’s shoes helps you understand what concrete data means the most to your customers or your manager.
• Credible – Being specific with statistics is not always enough. To get people to believe that your story applies to them and their situation, you need to break down the facts into something that can be grasped. The authors recommend the Sinatra Test of “If I can make it there, I’ll make it anywhere.” So give one plausible example, whether negative or positive, that makes the audience believe your credentials are true for any situation.
• Emotional – We are all too familiar with the “What’s in it for me?” question so make it a habit to get them to care before they ask for it. This was an interesting chapter because it rejected Maslow’s hierarchy of needs. Money is not always a motivator and neither is self-interest so evoking a memorable feeling may be more difficult than you think!
• Stories – Everyone knows the Jared and Subway story and knows how a powerful story is worth repeating. The authors provide 3 types of plots that work well: challenge (near impossible “David and Goliath”), connection (building an unusual “Romeo and Juliet” relationship), and creativity (involve the listener in solving an “Indiana Jones” puzzle).

Not only is this a great book with decent recommendations of how to make something stick, but the book itself is a great example of something sticky. The book is filled with a simple “sticky” concept, capable applications, well-known brand examples, heartfelt questions, and stories in every chapter. I’d recommend this book to anyone seeking something to spruce up a presentation, document, or task.