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Made to Stick: Why Some Ideas Survive and Others Die
Chip Heath, Dan Heath · Book · Marketing and Advertising
Made to Stick: Why Some Ideas Survive and Others Die by Chip Heath and Dan Heath explores the key principles that make ideas memorable and impactful. The authors introduce the “SUCCES” framework, which stands for Simple, Unexpected, Concrete, Credible, Emotional, and Stories, explaining how these elements can help ideas “stick” in the minds of people. Through a mix of research and real-world examples, the Heath brothers demonstrate how these principles can be applied to communication, marketing, and education to create messages that resonate and endure. This book is an essential read for anyone looking to craft ideas that leave a lasting impression.
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