Made to Stick
|This article relies on references to primary sources. (February 2008)|
|Made to Stick|
|Author(s)||Chip Heath & Dan Heath|
|Publication date||January 2, 2007|
|Dewey Decimal||302/.13 22|
|LC Classification||HM1033 .H43 2007|
|Followed by||Switch: How to Change Things When Change Is Hard|
Made to Stick: Why Some Ideas Survive and Others Die (ISBN 978-1-4000-6428-1) is a book by brothers Chip and Dan Heath published by Random House in 2007. The book continues the idea of "stickiness" popularized by Malcolm Gladwell in The Tipping Point, seeking to explain what makes an idea or concept memorable or interesting. A similar style to Gladwell's is used, with a number of stories and case studies followed by principles. The stories range from urban legends, such as the "Kidney Heist" in the introduction; to business stories, as with the story of Southwest Airlines, "the low price airline"; to inspirational, personal stories such as that of Floyd Lee, a passionate mess hall manager. Each chapter includes a section entitled "Clinic", in which the principles of the chapter are applied to a specific case study or idea to demonstrate the principle's application.
The book's outline follows the acronym "SUCCES" (with the last s omitted). Each letter refers to a characteristic that can help make an idea "sticky":
- Simple — find the core of any idea
- Unexpected — grab people's attention by surprising them
- Concrete — make sure an idea can be grasped and remembered later
- Credible — give an idea believability
- Emotional — help people see the importance of an idea
- Stories — empower people to use an idea through narrative
He then goes to mention examples like: Simple: SouthWest Airlines, whose motto is "THE low fare airline". If a steward proposed serving Salad Chicken in the Texas-Vegas route, thinking about the motto helps decided that this is not a good idea. Other example: Proverbs, which encapsulate wisdom in short sentences.
Chip Heath is a professor of organizational behavior at Graduate School of Business at Stanford University. Dan Heath, a former researcher at Harvard, is a consultant and developer of innovative textbooks. They also write a regular feature for Fast Company magazine.
See also 
- Viral Marketing
- The Tipping Point, by Malcolm Gladwell, which popularized the concept of "stickiness."
- A Whole New Mind, by Daniel H. Pink, has emotive storytelling as a central theme in the "conceptual age."