Made to Stick

Why Some Ideas Survive and Others Die

by Chip Heath & Dan Heath

PaperbackFirst published 2007Marketing★★★★★ 5.0 (3 reviews)

Why read it

A checklist for making ideas memorable, with plenty of before-and-after examples. Useful for presentations, onboarding copy and research readouts.

Key ideas

1. Ideas that stick tend to be simple, unexpected, concrete, credible, emotional and told as stories.
2. Experts struggle to imagine not knowing what they know, which makes their messages hard to follow.
3. Concrete details beat abstract claims for both understanding and recall.