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Made to Stick

Made to Stick



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The origin of the phrase "made to stick" is Malcolm Gladwell's bestseller, The Tipping Point. Gladwell talked about stickiness as it relates to concepts and ideas. The brothers Heath take that idea and run with it.

This is a book about how to makes ideas "sticky" or unforgettable. The authors say sticky ideas have six things in common: simplicity, unexpectedness, concreteness, credibility, emotions and stories. The initial letters spell out "succes" with one missing "s". The book is filled with good examples of sticky ideas, often offered next to the ideas that were passed over because they weren't as sticky. Two of the ones that stood out for me are the famous James Carville slogan that helped elect Bill Clinton - "It's the economy stupid," and Ronald Reagan's memorable question that is credited with winning him an election - "Are you better off today than you were 4 years ago?"

My only complaint about the book are the sections called "Clinics." They're workbook sections, and for me they interrupted the flow of the reading experience. I just haven't felt motivated to fill out a workbook exercise since I was in 10th grade. But, having said that, if you're a manager with a brainstorm session coming up, these sections may serve you well.

With that small criticism, I recommend Made to Stick - Why Some Ideas Survive and Others Die, by Chip and Dan Heath.

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