Published in 2007, the book analyzes why some ideas thrive while others fail, emphasizing that the success of an idea is not solely dependent on its inherent value but also on how it’s communicated. The Heath brothers distill their findings into six key principles summarized by the acronym SUCCESs: Simple, Unexpected, Concrete, Credible, Emotional, and Stories.

They argue that ideas that embody these traits are more likely to stick in the minds of people and therefore have a greater chance of influencing behavior and spreading. The book draws on various real-world examples from different domains, such as education, business, and social activism, to illustrate these principles in action.

If you are a marketer, educator, leader and anyone interested in making your ideas more persuasive and memorable, then Made to Stick can offer some valuable and actionable insights.

The SUCCESs Model

The Heath brothers introduce the SUCCESs model, an acronym that encapsulates the six key qualities that make ideas sticky:

1. Simple: Find the core of any idea. You need to strip an idea down to its most critical essence. The idea should be both simple and profound, making it easier for people to grasp and remember.
2. Unexpected: Grab people’s attention. To do this, you can use surprise, engage people’s curiosity by posing questions or revealing information that challenges their existing knowledge or expectations.
3. Concrete: Make ideas clear. Use concrete images and examples. Abstract concepts are harder to remember and more difficult for people to relate to, so anchoring an idea in sensory information or familiar contexts helps it stick.
4. Credible: Make ideas believable. Credibility can come from external sources (experts, research) or can be built internally by providing detailed information or statistics that support the idea. Using concrete details can also enhance credibility.
5. Emotional: Make people feel something. Emotional engagement makes people care, and when they care, they’re more likely to act. The authors suggest connecting ideas to something individuals value or desire.
6. Stories: Empower people to act. Stories function as simulation and inspiration. They allow people to mentally rehearse a situation and can motivate and guide action.

Take Aways

“Made to Stick” concludes with practical advice on how to apply these principles to create sticky ideas. The Heath brothers encourage readers to become better communicators by crafting messages that resonate more deeply with their audience. They argue that anyone can make their ideas stickier by conscientiously applying the SUCCESs model, thereby increasing the likelihood of their ideas being effective and influential.