Poisoned candy rumors originated in the 1960s, followed later by stories about sick people putting sharp objects into apples at Halloween. An example of a story that succeeds on all three levels is the perennial Halloween candy tampering scare. Ideas or messages that stick are those that are understandable, memorable, and have a lasting impact. Rather than sweating over an original presentation, you can follow their “stickiness” template or even emulate someone else’s idea that worked. You don’t have to be a great speaker to communicate your idea effectively-the authors show you what to do through numerous examples of messages that have succeeded and others that have bombed. Based on a wide-ranging examination of psychology research, popular culture, and news headlines, they identify six criteria for shaping your message so it resonates.
Made to Stick by brothers Chip and Dan Heath explores what makes some messages “stick” in the public’s consciousness while others go unheard or unremembered and explains how to create an idea that sticks. In our overstimulated and distracted society, great ideas and important messages often fail to gain traction, while bad ideas and falsehoods, such as urban legends, go viral and seem to stick around forever. 1-Page Summary 1-Page Book Summary of Made to Stick
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