Made to stick Chapter 2: Unexpected How do you get your audience’s attention?Ĭapturing the attention of your audience is the purpose of an unexpected idea. It is a useful message: in order to incite actionĮxample of a simple idea: THE low cost airline.It has a concise message: like a proverb.
It only has one idea to communicate: in particular to reduce indecision, because “too much choice kills choice”. This is why it is so important to identify the core of your ideas.Ī simple idea can be summed up in 3 points: Setting priorities saves the individual from the agony of decision making. The need to choose will prolong them in anguish. The people we talk to are constantly being asked to make decisions in an uncertain environment. Imagine that you are a great wartime reporter and you can only telegraph one piece of information before the line is cut, what information would you send? You have to choose. But rather simplicity as our ability to capture the essence of the idea we are defending. Not “simple” like “simplistic” or “reductive”. To succeed, our first watchword must be: Simplicity. It’s never easy to get the audience to buy into our ideas, especially in a noisy, unpredictable and chaotic environment. The principles then are simplicity, unexpectedness, concreteness, credibility, emotions and stories. A clever observer will note that this sentence can be compacted into the acronym SUCCESs To help you easily remember these six principles, here is a checklist: a Simple Unexpected Concrete Credentialed Emotional Story. In made to stick, according to the authors Chip and Dan Heath, there are six principles of sticky ideas. By “stick,” they mean that your ideas are understood and remembered, and have a lasting impact-they change your audience’s opinions or behavior. The authors wrote this book to help you make your ideas stick. The authors share a way to communicate an idea so that people would listen and care, the type of idea that sticks. 
Is it possible to make a true, worthwhile idea circulate as effectively as this false idea? Good ideas often have a hard time succeeding in the world. Many of us struggle with how to communicate ideas effectively, how to get our ideas to make a difference. Made to Stick: Why Some Ideas Survive and Others Die is an amazing book by The Heath Brothers: Chip Heath and Dan Heath. Made to stick summary Made to stick – Chip Heath and Dan Heath
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