Made to Stick : Why Some Ideas Survive and Others Die

Made to Stick by Chip Heath & Dan Heath

Hardcover
Pages: 336
Date of Release: 2 January 2007

Made to Stick is a groundbreaking and highly influential book that explains why some ideas catch on and spread—while others fade away. Drawing on real-world examples from business, education, politics, journalism, and social movements, Chip and Dan Heath uncover the hidden patterns behind messages that people remember, share, and act upon.

At the heart of the book is the SUCCESs framework, which identifies six core traits of sticky ideas:

Simple

Unexpected

Concrete

Credible

Emotional

Stories

Using vivid case studies—ranging from urban legends and public health breakthroughs to powerful classroom experiments and product launches—the authors show how these principles work in practice. You’ll learn techniques like the human scale principle, curiosity gaps, and the Velcro Theory of Memory, all designed to help ideas lodge firmly in people’s minds.

Clear, engaging, and often humorous, Made to Stick is essential reading for anyone who needs to communicate persuasively—entrepreneurs pitching ideas, teachers shaping lessons, marketers building brands, leaders inspiring teams, or anyone who wants their message to be remembered.

This modern classic doesn’t just explain sticky ideas—it changes the way you think about communication forever.

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