Made to Stick

The book titled "Made to Stick," explores the characteristics of ideas that endure and influence behaviour. The authors present six principles, encapsulated by the acronym SUCCESs: Simple, Unexpected, Concrete, Credible, Emotional, and Stories. Various examples, from urban legends like the Kidney Heist to advertising campaigns and educational strategies, illustrate how these principles contribute to an idea's ability to gain attention, be understood and remembered, gain acceptance, evoke care, and motivate action. The central challenge to creating sticky ideas is identified as the Curse of Knowledge, where experts struggle to communicate effectively because they forget what it's like not to possess their knowledge. The book advocates for a practical approach, using these templates and principles to overcome this barrier and create impactful messages.