Made to Stick

Overview

What makes urban legends so compelling? Why do some ideas thrive while others die? And how do we improve our chances of success? In Made to Stick, Chip and Dan Heath reveal the anatomy of ideas that stick and explain ways to make ideas stickier, such as applying the human scale principle, using the Velcro Theory of Memory, and creating curiosity gaps. Along the way, they reveal that sticky messages of all kinds draw their power from the same six traits: Simplicity, Unexpectedness, Concreteness, Credibility, Emotions, and Stories (SUCCESs). Made to Stick will transform the way you communicate ideas. It's a fast-paced tour of success stories (and failures)—the Nobel Prize-winning scientist who drank a glass of bacteria to prove a point about stomach ulcers; the charities who discovered how to triple donations.

Key Takeaways

• SUCCESs: Simple, Unexpected, Concrete, Credible, Emotional, Stories
• The Curse of Knowledge prevents experts from communicating clearly
• Create curiosity gaps to make people care about your message
• Use concrete examples and stories to make ideas memorable

Who Should Read This Book?

Why Read Made to Stick?

Made to Stick is widely regarded as essential reading in the product marketing & gtmspace for product managers. Chip Heath's insights have helped thousands of product professionals improve their craft and deliver better products.

Whether you're an aspiring product manager looking to break into the field or an experienced PM seeking to deepen your expertise in product marketing & gtm, this book provides practical frameworks and real-world examples that you can apply immediately.

With 5,678 reviews and an average rating of 4.6 out of 5, Made to Stick has proven its value to the product management community. Join the thousands of professionals who have benefited from this essential resource.