Made to Stick: Why Some Ideas Survive and Others Die (2007), by brothers Chip and Dan Heath, explores why some ideas are more easily retained and remain longer in popular memory while others are quickly forgotten. The book’s main purpose is to understand the anatomy of persuasion. Made to Stick uses anecdotes and stories to present six common factors that exist in all sticky ideas, arguing that anyone can design impactful and memorable messages by following their SUCCESs framework template. Chip and Dan Heath declare that crafting sticky ideas does not require complex computational skills: All naturally memorable ideas are core, simple, unexpected, concrete, credible, emotional, and deliver a good story.

Made to Stick enjoyed both commercial success and critical acclaim on publication, making the bestseller lists of the New York Times, the Wall Street Journal, and Business Week.

This guide references the 2017 Random House edition.

Content Warning: The source material references a case involving the sexual exploitation of children.

Summary

Made to Stick is divided into six chapters, each of which explores one fundamental factor that makes ideas stick. Chapter 1 explains how to find an idea’s core and why it is important to never lose sight of this essence. Chapter 2 highlights the efficiency of using shock and surprise, and explores various methods of gaining and retaining attention. Chapter 3 argues for the necessity of using concrete imagery rather than abstract ideas to help people visualize or retain information. Chapter 4 underlines the importance of telling a credible story that builds audience trust. Chapters 5 and 6 explore how appeals to emotion can encourage people to retain an idea and even be moved to action.

Each chapter follows a precise pattern of alternating narrative storytelling and analysis: Chapters always begin with anecdotes that exemplify the chapter’s core message; these stories are then analyzed, and their worth is underlined. Additionally, all chapters feature an interactive section called the “Idea Clinic” that provides a specific scenario designed to encourage readers to apply the knowledge they have learned throughout the chapter.