Made to Stick (2007) | Book Summary

Made to Stick: Why Some Ideas Survive and Others Die is a book written by Chip Heath and Dan Heath. The book talks about a SUCCESS approach to keeping ideas stuck in people's minds.​

SUCCESS stands for Simple, Unexpected, Concrete, Credible, Emotional, and Stories. Simple means making a message easy to remember and understand. Unexpected is to get people's attention. Concrete and credible aims at persuading people to accept the idea. Emotional and stories use personal stories to anchor the message with emotional attachments.

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Editor's Notes: The described techniques can be used in change management to keep the message simple and tell personal stories to engage our audience. The principles are: Don't tell if you can ask a question. If you can tell a story, don't explain. If you have the opportunity to create an emotional moment, don't let it pass.