Made to Stick
by Chip Heath and Dan Heath · Published 2007
Ideas become memorable when they are simple, unexpected, concrete, credible, emotional and communicated through stories.
What works
- Excellent for marketing and communication.
- Practical framework.
- Strong examples.
- Useful beyond marketing.
What doesn't
- Framework can become formulaic.
- Not every successful idea needs every characteristic.
- Some examples are stronger than the underlying generalization.
Ideas become memorable when they are simple, unexpected, concrete, credible, emotional and communicated through stories.
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