Books we recommend
Made to Stick: Why some ideas survive & others die
Chip Heath, Dan Heath
Published 2010
StorytellingCommunication
- Sticky ideas are simple at their core: they strip away non-essentials to highlight a single, memorable message.
- Concreteness makes ideas understandable and shareable; abstract language kills memorability.
- Credibility comes from vivid details, testable claims, and trusted sources—not just authority or data volume.
- Emotional connection is essential: people act when they care, not just when they understand.
- Stories are powerful carriers of ideas, helping people see how to act, not just what to think.
- The SUCCESs framework (Simple, Unexpected, Concrete, Credible, Emotional, Stories) is a practical checklist for crafting messages that stick in business, education, and everyday communication.
- Making ideas stick is a skill that can be learned and applied deliberately, not a talent reserved for "natural" communicators.
