Books

Book Review: Made To Stick

What makes an idea winning and memorable? Why do some ideas thrive while others die? Made to Stick challenges those questions and brings a framework to write successful stories.

Paul Mestereaga

January 3, 2020

What makes an idea winning and memorable? Why do some ideas thrive while others die? Made to Stick challenges those questions and brings a framework to write successful stories.

What sticks?

This is the question addressed in the first chapter. A sticky story it’s understandable, memorable, and effective in changing thought or behaviour.

In this chapter the six principles of sticky ideas are introduced then explained in the next chapters. A sticky idea it’s a Simple Unexpected Concrete Credible Emotional Story. From here the acronym SUCCESs.

Simplicity

Exclude everything to the core. Make your idea simple. In order to do that we must be masters of exclusion and must relentlessly prioritize. Proverbs are the ideal, something both simple and profound. A one sentence statement so profound that an individual could spend a lifetime learning to follow it.

Unexpectedness

Get the attention and maintain interest. Be counterintuitive. Don’t use only surprise, it wont last. We must generate interest and curiosity for our idea to endure. Systematically “open gaps” in people’s knowledge – and the fill those gaps.

Concreteness

To be clear, explain your ideas in terms of human actions and sensory information. Speaking concretely is the only way to ensure that our ideas will mean the same thing to everyone in our audience.

Credibility

Sticky ideas have to carry their own credentials. Help people to test your ideas for themselves before taking any actions or assume them.

Emotions

Making people feel something would get them to care about our idea. We are wired to feel things for people, not for abstractions.

Stories

How do we make people to act on our ideas? We tell stories. Hearing stories acts as a kind of mental flight simulator, preparing us to respond more quickly and effectively.

The Curse of Knowledge

Curse of Knowledge is a barrier in writing sticky stories. Most of the principles seem to be relatively commonsensical. So why aren’t we deluged with brilliantly designed sticky ideas?

Often leaders are not even aware that they are speaking abstractly. Translate your knowledge into concrete language, know your audience and speak on their language.

Conclusion on Made to Stick

Made to Stick is a great book to read, with great insights and practical advice on how to communicate your ideas to the world. If you read it please leave in the comments bellow your thoughts on it.

You can buy it from Amazon here and also check my other book reviews here.

Sign up for the newsletter

Stay up to date with the latest eCommerce related news.
Be the first to hear when new resources and articles are posted on the website.

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.

Related Posts

Book Review: Permission Marketing

18 Feb 2020

|

Paul Mestereaga

This is a book for entrepreneurs and marketing people who want to strengthen their customer relationship. This can be done through permission marketing, a relevant method that drives impact.

Book Review: Rework

1 Mar 2018

|

Paul Mestereaga

Rework challenges the status quo of entrepreneurship and was a great book to read. Here are some insights about it.

Optimize Magento 2

Free guide to help you optimise your Magento 2 installation and improve your website speed

Get your free optimisation guide.

Enter your name and email to join my mailing list in exchange for the free download. You can opt out any time.


Can I email you?

I will use the information you provide on this form to stay in touch, send you updates, and send marketing emails about our products and services. You can unsubscribe at any time through a link in the footer of an email from me. For more information, please read the Privacy Policy.