Summary and Review of "Made to Stick" by Chip and Dan Heath

Cliff Quicksell, CSP, MASp, MASI

11.8.2024

"Made to Stick" is a groundbreaking book that explores why some ideas thrive while others falter. Written by brothers Chip and Dan Heath, the book draws on principles from psychology, business, and communication to explain how to craft messages that are memorable, persuasive, and impactful. The authors distill their insights into six key principles that make ideas "sticky" — that is, ideas that people remember, share, and act upon.

The SUCCESs Model

The authors introduce the “SUCCESs” model, which breaks down the essential characteristics of ideas that "stick." Each letter in the acronym stands for one of these six principles:

Simple

The first step to making an idea stick is to strip it down to its core message. In a world overloaded with information, simplicity is crucial. Successful ideas are often boiled down to a single, central concept that is easy to grasp and repeat. The Heath brothers emphasize the importance of the "Commander’s Intent," a term borrowed from military strategy, to ensure the message is clear and actionable. For example, the famous "Don’t Mess With Texas" campaign is a model of simplicity — it’s a short, straightforward, and memorable slogan that was effective in reducing littering.

Unexpected

To capture attention and interest, ideas must surprise people. The unexpected creates a sense of curiosity that drives people to pay attention and engage. One of the best ways to use the element of surprise is by breaking patterns or introducing new information that challenges existing assumptions. The authors cite the example of the "Child Safety" campaign that employed an unexpected message: "A 3-year-old child can open a medicine bottle in 3 seconds." This simple, shocking fact made the message stick by violating people's expectations.

Concrete

Concrete ideas are those that people can visualize and understand on a sensory level. Instead of abstract concepts, effective messages use concrete details to make the idea more tangible and relatable. The Heaths discuss how concepts like "a bird in the hand" or "the Eiffel Tower" are more impactful than vague or abstract terms like "opportunity" or "achievement." Concrete imagery helps people remember and internalize the message more easily.

Credible

For an idea to stick, it must be believable. This is where credibility and trustworthiness come into play. The authors highlight the importance of using authorities or experts (credible sources) to lend weight to the idea. Another way to establish credibility is by using details or statistics that are difficult to argue with. For example, the book discusses how the “Got Milk?” campaign became successful because it used famous personalities (celebrities) to endorse the message — providing instant credibility.

Emotional

People remember ideas that make them feel something. Emotions create connection and motivation. The Heath brothers explain that messages that appeal to the heart — that trigger empathy, compassion, anger, or excitement — are far more likely to be remembered and acted upon. They refer to how public health campaigns that tap into human emotions (e.g., images of suffering children or heart-wrenching statistics) can inspire people to take action, even when the subject is complex or abstract.

Stories

Finally, stories are one of the most powerful ways to make an idea stick. Humans are wired to respond to narratives — they allow people to engage with an idea on a personal level and imagine how it might play out in their own lives. The Heaths explore how storytelling can be a tool for transferring knowledge, teaching lessons, and inspiring action. They mention the example of the "Jared from Subway" campaign, where the story of Jared, who lost weight by eating Subway sandwiches, resonated with audiences more than any statistic or slogan could.

Applications and Insights

The ideas in “Made to Stick” are applicable in a wide range of fields, from marketing and advertising to leadership and education. Below are a few key applications:

Marketing and Branding

For marketers, the SUCCESs principles provide a framework to create advertisements, slogans, and campaigns that resonate deeply with audiences. A memorable campaign, like "Got Milk?", integrates simplicity, surprise, and emotion, which helps it endure over time. Brands that master these principles can increase their visibility and influence by making their messages more engaging and memorable.

Business and Leadership

Leaders can use these principles to communicate ideas effectively within their organizations. Whether it’s a new product launch, a company vision, or a team initiative, leaders need to present their ideas in a simple, emotional, and memorable way. A compelling story about how a business succeeded or how a new initiative will impact the company can energize teams and help them see the value in the project.

Education and Training

Teachers and trainers can apply these principles to make lessons stickier. When teaching complex concepts, breaking down the material into simple, concrete ideas and using stories to illustrate them can make the information more accessible and engaging. Also, engaging students’ emotions (e.g., showing the real-world relevance of the material) will make them more likely to retain and apply the knowledge.

Nonprofit and Social Impact

The book is particularly helpful for nonprofits seeking to spread awareness about a cause. Emotional appeals (for example, the heart-wrenching story of a person or community affected by an issue) combined with simple, concrete solutions can mobilize people to take action. Campaigns around social issues — like environmentalism or public health — can be designed more effectively using these principles.

Critical Analysis

While “Made to Stick” offers valuable tools for improving communication and messaging, it’s worth noting that not every situation will allow for the application of all six principles at once. For example, in certain scientific or academic contexts, the need for depth and accuracy may outweigh the need for surprise or emotional appeal. Additionally, the success of sticky ideas often depends on the context and the audience; what works for one group may not work for another. However, the core message of the book — that effective communication is an art that requires intention, simplicity, and a deep understanding of the audience — is universal.

In conclusion, “Made to Stick” provides a set of practical, research-based strategies that can be used to create more powerful, memorable ideas. Whether you’re a marketer, leader, educator, or advocate, the Heath brothers' insights can help you craft messages that resonate with people and inspire them to act. The six principles of SUCCESs — Simple, Unexpected, Concrete, Credible, Emotional, and Stories — are powerful tools for ensuring your ideas stick.