Made to Stick (Chapter 2: Unexpected): Why Some Ideas Survive and Others Die
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Getting their attention: good. Keeping it: better! Learn how you can use the element of surprise to grab people¡¯s attention. Keep in mind that surprise doesn¡¯t last, and for an idea to endure, you must also generate interest and curiosity. Examples include the successful flight-safety announcement, turning points in Hollywood screenplays, and the Gap Theory of curiosity.

Customer Reviews:

    While this book had a lot of examples that involved management in a business environment, there were also plenty of examples that were taken from an academic setting and basically any other place you could think of where someone in a position of leadership needs to get things done. The main idea of the book is that we need to keep our minds open and be able to "think out of the box" by trying things that may seem to contradict common sense. This book is for anyone who is curious as to why some ideas become successful and others do not and tends to have a lot of ideas that can be put to use specifically in a business environment.

    There were quite a few things I liked about this book. The clinics provided a different way to help the concepts sink in and the fact that there were cross-references was also helpful, but what I think really made this book stand out from the rest was the outline which is sort of like a "Cliffs Notes" version of the whole book; it's easier to find something later on if you want to use it as a reference book.
    ...more info
  • Its true and it work
    I bought the book before my presentation, I work in the cement industry= boring. After reading the book, I applied what I have learned, and they liked it, and it really made an impact ...more info
  • Extremely Sticky
    There is no correlation between the ability to speak well and the ability to make an idea stick. "And that's the great thing about the world of ideas - any of us, with the right insight and the right message, can make an idea stick (Heath 252)."

    Simple: What is the most important aspect or idea? Finding the core and expressing it in a simple compact idea is extremely effective. The ultimate simplicity goal is "a one sentence statement so profound that an individual can spend a lifetime learning to follow it (Heath 16)."

    Unexpected: Surprise the audience with something that will change the usual pattern. Create a situation that is out of the normal set of guidelines that people will remember with a shock. Break the thought of expectation.

    Concrete: Humans remember actions, sensory information, concrete images, and concrete data. "The more hooks in your idea, the better."

    Credible: Translate statistics into smaller more manageable details. Antiauthority examples can create powerful forms of credibility.

    Emotion: People act more effectively when looking at an individual than looking at a group. Make people care about an individual topic. Provoke emotion by appealing to self interest or appealing to identity.

    Story: Stories are great simulators. Use stories to get people to act and become inspired. "Stories have the amazing dual power to simulate and to inspire. And most of the time we don't even have to use much creativity to harness these powers - we just need to be ready to spot the good ones that life generates every day (Heath 237)."

    Once we know something or a series of things, it is difficult to imagine how it was to not know these things. This "curse of knowledge," makes it difficult to share things with people who are listening because it is difficult to think in the listeners' state of mind. Avoid the curse of knowledge by using the six principles of a simple unexpected concrete credible emotional story. If these principles are applied, ideas will stick.
    ...more info
  • A must reading to create or spot sticky ideas
    Which are the principle that are behing any sticky idea? Any sticky idea should meet the SUCCESs checklist which Dan & Chip Heath suggest in this book:
    - SIMPLE
    - STORY
    Everybody should master these 5 principles in creating new or spotting existing ideas. A must read for any marketeers and anybody dealing with ideas....more info
  • We remember stories. This book tells us why, and for marketers, nothing is more valuable
    Marketing is storytelling, plain and simple. As marketers, we create perceptions, tales and anecdotes that we try to lodge in the minds of consumers - sometimes in the span of 30 seconds, the dimensions of a magazine page or length of a blog post. By analyzing memorable stories, legends, ads, myths, etc., this book gives marketers an solid idea of how to better craft their own messages.

    What I really like about this book is that it uses its own principles to make itself work. I always find myself rolling my eyes when a so-called marketing "expert" doesn't take their own advice. The Heath Brothers do take their own advice, and have produced a book that is a physical embodiment of their six tenets: simplicity, unexpectedness, concreteness, credibility, emotions and stories. If, while reading this, you ever find yourself questioning whether or not these guys know what they're talking about, all you have to do is look down at the book your holding. That'll be all the proof you need. ...more info
  • Best Marketing Book I Have Read in Recent Times
    This is great marketing information, inclusive of tangible examples.

    Each year I set a goal of reading a book each week--this year having doubled back to re-read Made to Stick because it a just that great!

    I look forward to reading more from the Heath Brothers....more info
  • Great Concepts
    Really enjoyed this book. Concepts are great and the examples illustrated the concepts very well. If you want to learn the keys to communicating concepts or ideas model the steps from Made to Stick. It stays in my library....more info
  • Curse of Knowledge addressed
    Over the past year I discovered a hurtle with my personality.

    When I am talking to people one on one, I am outgoing, loquacious, animated, and blend in analogies and anecdotes with great abandoned. When interacting with friends, this method enthralls them (at least that is how I choose to view it), but I have a very different way of presenting ideas to others in a business setting.

    Because of my technical background, I choose my words carefully when speaking about business. I make great efforts to be both precise and accurate and labor over how to most completely present all of the relevant ideas... and I do mean completely. I feel it necessary to go into great detail about all of the aspects of the topic under consideration because I believe all of the points to be critical - I want to make sure my audience is as informed about the topic as I am.

    This led me to a problem. I discovered (to my amazement) that people didn't want to become experts on these topics, especially not in our first meeting. They wanted to quickly understand the breadth of the concept and then decide whether they wanted to know more or not. How could this be with such exciting ideas?

    So, as I started to pitch my most recent project to potential investors, I ran into problems. How do I fit my ideas into a 60-second elevator pitch, a 3-minute overview and a 20 minute project presentation. With the complete development plan assembled, the business model defined, and the team ready to go, I had to learn how to efficiently present the dream to find funding and my free wheeling conversational style used with friends and detailed oriented professional style weren't cutting it. I had the Curse of Knowledge and needed to alter it.

    Made to Stick outlines a game plan for how to do this. They provide methods that help to refine a message to make it sticky to audiences so that it is more easily understood and absorbed at a deeper level - separated from abstraction. I found myself putting the book down mid-chapter to make revisions to presentations and documents and making notes about new steps that I needed to take. Presentation times dropped, people were able to repeat the key concepts I wanted to drive home, and there was dancing in the streets. I highly recommend this book to anyone trying to communicate more effectively.

    Marcel Crudele
    Atlanta, GA...more info
  • A must-read for marketers
    This book is a must-read for marketing and/or advertising professionals. I'm new to my position as a marketing coordinator, and this book is actually on my required reading list for work. I'm so glad it is because I have some new insights into making an actual idea "stick."

    I won't go into the details of the books SUCCESs checklist, but it is a handy guide to keep in mind when you're promoting a new product or idea for your company. Some of my favorite parts of the book were the discussions on how the "my kidneys were stolen!" urban legend came to be, the tale of the nurse who helped save the baby because she recognized a fatal condition before the doctors did, and the legend of Jared the Subway guy who lost hundreds of pounds by eating Subway sandwiches every day. All of the stories were meant to illustrate how vividly these ideas "stick" with us while others--such as boring checklists and bullet points--simply fade into the background.

    If I could say that I took one thing away from this book, it'd be that you should always be looking for ideas and recognize them when they're presented to you. And if you can create a story from that idea, you'll capture more attention than by using your Curse of Knowledge to explain yourself. Ordinary people don't understand jargon, but they do understand tales, examples, and stories....more info
  • good for average reader under 18
    Extremely boring book. Long long examples. Whole book is a simple idea that everybody knows. This book can be summarized in 10 pages. ...more info
  • A Must Have Book....
    You have great ideas but how do you get people to understand them, to buy into your ideas? Finally, a book that explains in laymen's terms how to get your ideas to stick - as the authors wrote - "by 'stick,' we mean that your ideas are understood and remembered, and have a lasting impact - they change your audience's opinions ro behavior." The authors dismiss some old theories of how to present your ideas. For example, many of us have heard you need to repeat your idea many times in different ways to get people to remember your point. The authors point out if you have to repeat your ideas obviously the idea has not been understood and will not have a lasting impression. You will find the six principles of a successful idea - the SUCCESs checklist supported by examples, stories, suggestions, and solid proven strategies that will teach you what others have done and have been successful when trying to get their ideas across.

    Getting an idea, or your point across, can at times be difficult. It boils down to how you communicate the idea or point you are trying to make. Well, this book is one of the best books I have ever read about just how to do that. You will find actual true stories showing you just how a particular idea was successful, and why others were not as successful.

    A must have book for every leader, for every teacher, for every student, for every employee, for every salesperson, for anyone who wants to get their ideas accepted. It is a book that gives you solid advice in a manner that you will remember and be able to use in everyday situations. As the authors state, "This book is filled with normal people facing normal problems who did amazing things simply by applying these principles (even if they weren't aware that they were doing it)."

    We highly recommend this book and we encourage you to use SUCCESs checklist as a tool to help you formulate and communicate your ideas....more info
  • Create the perfect sticky sales pitch to capture an employer's imagination!
    In a world where we are bombarded by messages every second, having the know-how to create a message that stands out above the rest is a serious asset. `Made to Stick' is a book by Chip and Dan Heath, brothers who researched psychosocial studies on the memory, emotion and motivation.

    The Heath brothers found that six basic qualities enable an idea to stick in our minds; these are: simplicity, unexpectedness, concreteness, credibility, emotions and stories.

    Once you have mastered this communication skill, the world is your oyster. A job seeker can create a resum¨¦ and cover letter to stand out above the rest. An entrepreneur will have their ideas heard loud and clear.

    Danny Iny
    Author of the free eBook "Forget Everything You Know About Looking For a Job... And Actually Find One!"
    HuntingToHired, info
  • Huge "SUCCES"
    This is a complement book for The Back of the Napkin,
    You have to read this first then polish it with the Back of the Napkin,

    Rich of great examples,,

    But if only there are few pictures to back it up..

    I loved the book, the first three chapters were the most interseting ones, the emotional was little foggy

    the story good.

    This book just establishes a new way of thinking. Now whenever I want to speak I try to inject those factors

    to my idea,

    but I find it a bit difficult apply.. Maybe we need more examples?

    One more thing, Heth brothers are talking about the Curse of Knowledge in the book, however personally I

    think that they have this syndrom also in their very own book.
    1/3 of the book is too "abstracted" and written in a very generic way that is difficult to get.

    But overall , I will give it a four.

    nice job guys

    ...more info
  • Speaking to be understood

    I've read many management books that go into dry concepts, or simplistic ideas that everyone should know (make priority lists), but this book was really inspirational. It really made you take a look and what and how you say a message that you want to deliver. This was a great read and a great job by the authors. ...more info
  • It stuck on me - it'll change the way you think
    A book you'll want to read again and again. The power of stories and ideas made concrete to convey meaning that stays with you.
    Review and full mind map here:

    3D guy...more info
  • An Informative Guide and Reference
    Keeping it simple really keeps people tuned-in. Authors and brothers, Dan and Chip Heath break down the common factors that keep some ideas around for years and leave others out on the street. Primarily a book on effective communication, Made to Stick, is a valuable, easy and fun read drawing on examples and years of research by the authors.

    SUCCES - Simple, Unexpected, Concrete, Credible, Emotion and Stories are the common factors which make certain ideas stand out. Urban legends, for example, are simple, full of detail and unexpected events. Made to Stick investigates case studies from business, teaching, advertising and sports throughout the book while discussing concepts such as Gap Theory, to demonstrate how certain ideas inspire attention and interest. ...more info
  • Why this book is useful to speechwriters and professional speakers
    Made to Stick is a must-read for anyone tasked with creating a message people will remember. A message that will stick. You might work on the Corporate Overview for a multi-billion dollar corporation. You might be an independent businessperson who just wants to write an advert people will remember. The challenges are the same. The issues you must face up to include:

    The Curse of Knowledge

    Happens when you've lose the ability, as an expert in your field, to realize how little someone who has never heard of your topic before will grok. You speak in abstractions, all they want is a concrete example.

    Here's a case in point:

    The mission of the Office of the Chief Financial Officer is to assure the effective management and financial integrity of Department of Energy programs, activities, and resources by developing and implementing and monitoring Department-wide policies and systems in the areas of budget administration, program analysis and evaluation, finance and accounting, internal controls, corporate financial systems, and strategic planning.

    Office of the Chief Financial Officer, US Department of Energy

    Will you remember that in the morning? Or in five minutes? No way.

    Making things too complex

    The Heath's quote a factsheet on the dangers of sun exposure and take the time to craft an alternative message (p.40) that is much simpler. One that eliminates non-essential information. The core of the message is made interesting, unexpected even. Simple messages have a strong core and are compact. Proverbs such "A bird in the hand" are the ultimate in sticky, powerful messages that have spread across the world and survived down the ages.

    Being boring and predictable

    Repetitive messages can become boring. TV commercials are a case in point. As Roy H. Williams points out, you need to surprise the brain in order to break through the defense mechanisms we have that filters out the predictable.

    Of course, your challenge in the Multi-Billion Dollar Corporation is to write a memorable message that does not offend the customers. That's why they pay the big bucks. And the Heath's have answers to help.

    Giving a message credibility gives it stickiness. Quoting external authorities, using details and testable challenges all work. Create emotional empathy for a specific individual and people will remember what you have told them.

    Stories with compelling plot (ones that Challenge, or are Creative or make a Connection) stimulate and inspire the audience, and ensures they will remember what you've said.

    For an idea to stick an audience must:

    1. Pay attention - to the UNEXPECTED
    2. Understand and remember - the CONCRETE
    3. Agree and Believe - in the CREDIBLE
    4. Care - EMOTIONALLY
    5. Be able to act - on the STORY

    Much of what this book has to offer is useful to speechwriters and professional speakers. Check it out....more info
  • Good ideas but why a whole thick book?
    How do you communicate so that the message is remembered? The authors have many good ideas. The question is broad so anyone can take something away from the book. You don't have to be a marketer or Powerpoint presenter to get value of the ideas. (You can get the whole content of the book by reading some of the longer reviews on amazon!)

    This could have been a very nice book if they wrote 80 pages (like the 1 minute series). Now it is just repetitive and bloated. The ideas are good, but it is very tedious to wade through the pages....more info
  • Recommended for Writers, Educators, and Marketers
    Recommended for writers, educators, and marketers, this was a great little read about how to make your ideas stickier.

    I am a fan of the Malcolm Gladwell / Freakonomics style prose: heavy on quirky anomaly, counterintuitive insight, and compelling narratives. However, I often found myself wishing there were more science and applicability behind the writing.

    'Made to Stick' took the best elements of those books and created a how-to guide that has broad applicability in professional life. With this book I was immediately able to put its techniques into use in a marketing campaign that I was creating.

    Definitely worth the read....more info
  • Learn to Be a Master of Communication, Writing and Marketing
    Review by Jorge S. Olson
    Author of The Unselfish Guide to Self Promotion

    The premise of this book is to show how some ideas, concepts, points of view are forgotten and some are remembered. Why does this happen? How does it happen? Is it coincidence or is there something in common for memorable or "sticky" ideas?

    The book explores many different ideas, concepts and stories to see what they have in common, how we can learn from them and how you can apply these strategies to your ideas, stories, even products or companies. The knowledge in this book can be applied to business, to family or to life.

    The authors explain each point of what makes an idea stick with stories and case studies of urban legends, short stories, lectures, even products and memorable advertising campaigns.

    Who Should Read This Book
    This book is intermediate level reading as it requires abstract thinking and application of the book premise to business and life. I recommend this book to anyone as it can be used as a self improvement and general knowledge book.

    How Can You Apply This Book?
    Self Improvement / Self Help: Your general knowledge will improve and you will have more tools to communicate with others in daily life.

    Marketing / Advertising: Must read for anybody in marketing as you will learn how to build memorable marketing campaigns for products or companies. If you are in marketing you want your ideas, concepts, products remembered.

    Writing: It is a must read for writers because you need to capture the attention of your reader and keep it. After this you want your ideas remembered and talked about.

    Business Management: It is an important book for managers of all levels as the book will teach you how to motivate your teams in different business situations. It shows you how to motivate your team in different projects and situations.

    Family / Society: The book is also applicable to society and family because when you are a better communicator, when you understand others and others understand you social life will be easier.

    Jorge S. Olson is the author of "The Unselfish Guide to Self Promotion," a new book that will turn you into a marketing and promotion superstar while helping you improve yourself as a person and making a difference in the life of others, many others. Buy the book The Unselfish Guide to Self Promotion here on today.
    ...more info